As Westfield Stratford City’s Brand Communications agency, ODD were briefed to create a unique initiative that would help put Westfield’s new shopping centre firmly on the PR agenda in 2010, a year before it’s opening date. To celebrate East London’s creative spirit, we helped Westfield launch Studio East, a cultural initiative aimed at supporting and nurturing young talent. As part of this initiative, a Cultural Committee chaired by retail expert Mary Portas was formed to help grant the next generation of creative innovators access to their industry’s lead-ing lights. The incredible collective of London’s most acclaimed talent and opinion formers awarded a series of four high profile commissions which will be embedded in the actual fabric of Westfield Stratford City, the prestigious gateway to London’s Olympic Park.