Two years ago, in an effort to continually expand and improve upon the family experience, Westfield set out to develop a more meaningful, educational and comprehensive customer journey.
Westfield Kids is designed to encourage play, exploration and discovery, interaction and socialization in children. It's also designed to make shopping easy for parents.
Extensive consumer research was conducted with parents to determine how they shopped, what was working well, and what could be improved. The insights from these studies served as the basis for how the family services and amenities would evolve.
To bring to life the program pillars and to develop a completely differentiated family experience, the concept of ecosystems was developed and inspired the rainforest theming in each of the elements. As the rainforest itself is multi-sensory the Westfield Kids experience offers unique use of color, sound, texture, abstract design and learning experiences to stimulate all of the senses. A series of iconic graphics representing elements found in the rainforest— butterflies, leaves, termites, flowers, ants, monkeys, etc.—appear as an integral design element in all Westfield Kids amenities and serve as an opportunity for families to learn more about what impact the rainforest has on our world.
The experience begins as a customer arrives at Westfield Southcenter’s family-designated, up-front and covered parking. Oversized flowers adorning adjacent walls and well-marked parking spaces in the Cascade Garage incorporate rainforest theme to create a dynamic welcome to families.
Play Space is a hands-on Exploratorium where kids can discover the wonders of the earth’s rainforest. Amidst the ecosystem’s colorful creatures and mysterious habitats, they’ll learn about the interdependence of life. This interactive area also offers seating and handy shoe storage. It’s also close to many family favorites—Starbucks and Auntie Anne’s, as well as many children’s retailers such as Pumpkin Patch, Crazy 8, Limited Too, Gymboree, and Stride Rite.
Families can also enjoy Westfield Southcenter’s dining terrace in harmony. A semi-enclosed dining area featuring bar-height seating serves adults while kid-sized tables and chairs reside inside of the enclosure. Parents can watch their children while enjoying their meal. The inside of the family dining area features a chalk-board surface so kids can explore their inner artist while other family members finish their meal.
Westfield Southcenter partnered with Point Defiance Zoo, Northwest Trek Wildlife Park, Tukwila community Schools Collaboration and local artist, Rajuel Stanek to develop two signature mosaic murals. The first characterizes the look and feel of the Pacific Northwest, showcasing outdoor nature and wildlife. The second mural depicts elements of the rainforest, featuring frogs, bats, and butterflies set amongst a lush green tropical landscape. Both murals are located adjacent to the two new Westfield family lounges.
More than 140 students participated in the mosaic murals art project. Three third grade classes for Thorndyke Elementary visited Point Defiance Zoo and three third grade classes from Tukwila Elementary visited the Northwest Trek Wildlife Park for a field trip that included hands on education and art instruction. Each of the students was asked to create an image that most represented their interpretation of their specific project (Northwest or Rainforest)
The drawings were turned over to Raquel Stanek, a Bainbridge island native who has been making mosaics since 1998 and who’s mosaic work is exclusively in glass and represents a whimsical and imaginative style, we asked her to create two pieces of art, and our only requirement was that they delight children, their parents and other shoppers.
Stanek and the students involved in the creation of the murals will be special guests as Westfield Southcenter unveils the two mosaic art displays on July 25, 2008
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Westfield Group