Westfield to Host Hunger Games Experience in London
The immersive Capitol Experience arrives at Westfield London on October 30.
Updated on Oct. 20, 2026 in Openings & Closings
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Westfield Rise and Lionsgate will launch an immersive Hunger Games activation at Westfield London starting October 30, 2026. The experience includes a Cornucopia installation and exclusive film clips.
Why it matters
The partnership serves as Lionsgate's largest above-the-line campaign of 2026, aimed at building significant anticipation for a upcoming film release across Northern Europe.
The activation operates from October 30 to November 23, 2026, representing the largest above-the-line marketing campaign for Lionsgate throughout the year.
The players
Westfield Rise
This is the in-house creative agency and media division responsible for managing brand partnerships across Westfield shopping centers globally.
Lionsgate
Lionsgate is a major motion picture and television production company known for distributing the Hunger Games film franchise.
The details
Located in The Atrium, the installation features interactive moments and physical displays designed to replicate elements of the film franchise. The campaign will utilize Westfield's owned social media, CRM, and in-centre digital platforms to drive engagement across international locations.
Timeline
The experience opens to the public at Westfield London on October 30, 2026.
The activation concludes its run at the London location on November 23, 2026.
Market Landscape
This initiative follows the experiential retail marketing trend of using immersive physical installations to drive consumer foot traffic and brand loyalty. It positions Westfield against other premium retail environments that are increasingly shifting toward entertainment-focused destinations to maintain competitiveness.
Shoppers visiting Westfield London will gain access to exclusive film content and interactive installations throughout the duration of the event. Regional customers in Sweden, the Netherlands, and the Czech Republic can also participate in similar campaign activities at their local Westfield centers.
The takeaway
Large-scale brand activations demonstrate how studios are using physical retail spaces to maintain engagement during the lead-up to global film releases. Fans can leverage these scheduled activations to access exclusive content and immersive experiences unavailable through standard digital marketing channels.
Further reading
Learn more about the latest retail site developments in our Openings & Closings section.
Source note: This article includes information reported by Retail Technology Innovation Hub.
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