WESTFIELD

Westfield shopping centre based in Shepherds Bush, London was the first of its kind in the UK. The £1.7 billion, 43 acre building design (Moore, 2008) developed by Benoy architects (Limited, 2016) opened 30th October 2008 (Wiles, 2016), unleashing 265 stores and leisure elements under one roof.

 

The experiment saw both participants enter from the North West. The diagram in Figure 23 shows the generalised intended movement by the designer (according to layout manipulative methods) compared to movement observed (Figure 24). Here it can be seen that both participants followed an anti-clockwise approach, within a clear path, visiting amenities as needed. Pause points can be seen throughout, mainly at a junction within the spatial layout where a decision had to be made. In terms of disorientation at first glance the layout offers the participants limited choices therefore making it relatively easy to navigate, however the use of a continuous organic roof element may have caused some disorientation due to lack of node stimuli as mentioned by Kaplan & Kaplan (1982).

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Even though this may have been the case, the asymmetrical roofing structure serves as a multi-purpose element. It is one of the key elements that Benoy designed not only to ‘compliment the fabric of the city’ (Benoy, 2017) but to express an identity that would draw people in from the community and keep them there.

As stated by both Participants the unique design of Westfield’s roof is ‘eye-catching’ and ‘interesting’ however in terms of functionality it was primarily designed with opaque and translucent panels to maximise natural light within the interior. Even though it generally does not create a specific directional force this reinforcement of natural light does connect to Holden’s (2000) natural selection theory, persuading the user to stay for a longer period of time as one is most comfortable in a natural bright setting. This idea is then replicated gradually with artificial light as daylight diminishes. By simulating this idea, the users remain influenced in the same way, allowing other methods to persuade further.

 

Benoy prides themselves on the ‘generous proportions’ within the structure, showing the designer purposely adapted what is seen as the normal scale. These high ceilings and large shop windows as seen in Figure 25 increase the users ‘fascination’ complex as seen in the Mediation Model (Lindal and Hartig, 2013, p. 30) compared to such design shown in Figure 26 of Bayview Shopping Centre in Wales. Linking these large scale proportions alongside symbolism, The Village (collection of high end boutiques) reflects an idealistic oasis environment compared to the rest of Westfield, instantly differenciating the spaces, appealing to our ‘beauty judgement vs. approach-avoidance’ instinct (Ritterfeld and Cupchik (1997). The high ceilings, organic curved elements alongside more ornamental materials, enticed Participant A (as seen in his journey in Figure 24). Defining these elements as a key contrast of areas suggests that the designer has influenced the user through a 19th century ornamental approach (Venturi et al., 1977c, p. 7), likely replicating the stores and produce and therefore the type of customer persuaded to that space.  

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All artificial sound throughout the shopping centre is contained within services in order to stay concealed. Within separate stores the music appeared to prove Anderson, Kristensson, Wästrlund and Gustafsson (2012) music preference theory when observing Participant A and B. Approximately 40% more time was spent in stores with fast-paced loud music compared to others. Compared to instore, the circulation space was full of ‘loud voices and crowds, especially near the central space where the activities (ice-skating and live music) were.’ (Participant A, 2016) Figure 24 shows that initially this attracted Participant A to the ‘Wintergaden’ (Benoy, 2017) introducing him to the stores in that area. The design itself indeed intended this central space to be used a multifunctional but it begs the question whether it was in fact temporary elements that caused the attraction of Participant A. Of course these two elements can coincide with each other consequently leaving this method unable to distinguish as a clear cut influence on human behaviour without further research at this case study site.

 

The key element noticed by both participants appeared to be the ease of movement around the building. There was less concern for time and both overall felt comfortable in the space where they spent 6.5 hours in the ‘bright open atmosphere’ (Participant B, 2016). Westfield shopping centre appears to incorporate many of the manipulative methods, however examining these, primarily the aim of the designer was to connect this large block space with the natural environment, drawing on environmental psychology, to persuade the users to stay and explore as long as possible.