Westfield London has announced The Trending Store, the first ever bricks and mortar fashion boutique selling only what is trending online in real-time, via the power of artificial intelligence (AI).

In partnership with digital trend analysis tool Nextatlas, the store will run from 3 to 7 July in association with charity partner Save the Children.

Nextatlas’ machine learning model identifies ‘trend originators’ from across the web, tracking what they’re wearing to predict the future of fashion.

The store will be powered by this live data, serving up 100 trending items to celebrate Save the Children turning 100 years old. The Trending Store will hold ever-changing fashion looks based on what people are wearing right now, catering for budgets big and small.

Stylists will be on hand to hunt out looks as instructed by Nextatlas’ technology, to stock the store each day, and help customers pick out key items to suit their own individual styles.

Myf Ryan, group director of brand and strategic marketing for Unibail-Rodamco-Westfield, said that one of the biggest industry trends is the merging of online and physical retail.

“We know that the UK is shopping online, but we’re also seeing and hearing from consumers that they crave the human factor that shopping in person provides – the ability to touch, feel, try and seek advice, to ensure the products are right for you.

“The Trending Store provides the best of both worlds via a unique shopping experience, one that we believe represents the way we will all be shopping in the future.”

Mario Coletti, managing director at Nextatlas, added that traditional retailers have always used stores to gather customer information. “The Trending Store is revolutionising store management by using Nextatlas’ platform to make stores a destination of data science rather than a source of it.”

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