In the days of online retail and the experience economy, the shopping centre is having to work harder to remain relevant and exciting.

But Land Securities were launching the Westgate centre in Oxford - and this location, we believed, would be key to success.  

Oxford and Westgate is a symbiotic relationship, each enhancing the other. Westgate offers the shopping centre that completes Oxford. Oxford offers the cultural and social context that flavours the Westgate experience.

Oxford is defined by its riches – riches that go beyond the traditional notions of wealth. Beauty, culture, quiet spaces, vibrant juxtapositions. And, most of all, a sense of curiosity, and cultural abundance just waiting to be discovered.

Our creative platform encapsulates this. 

“Not The Alice You Know” is an Oxford story reimagined for a reimagined Oxford. Alice in Wonderland is a story of curiosity rewarded, and a metaphor for the experience we will provide. Not just a shopping trip but a day of trying new things. 

In the telling of our story, we will arouse curiosity and create experiences. But, in doing so, we will also mitigate barriers and communicate the features that set Westgate Oxford apart – the rooftop terrace dining, the Curzon cinema, the 24/7 access.

Great experiences start in the mind. Westgate Oxford will come alive in people’s minds before it launches – arousing their curiosity, disrupting the familiar, and raising their expectations for a unique retail experience.