Sounds of Westfield shortlisted for the Digital Signage Awards 2027

Our award-winning partnership with Westfield London shows how interactive music, creative design and digital technology can bring shopping centre customer engagement to life.

We’re delighted to share that Westfield London has been shortlisted for the Digital Signage Awards 2027 for Sounds of Westfield, the interactive music initiative designed and delivered in house by OnBrand.

The latest recognition follows the project’s Innovation of the Year win at the SCEPTRE Awards 2026 and its shortlisting in the Prop Tech category at The Revo’s 2026. It’s another proud moment for the Westfield and OnBrand teams, and an opportunity to celebrate the collaboration behind the experience.

A longstanding partnership, a fresh approach to customer engagement

OnBrand’s relationship with Westfield London spans more than a decade through its Centre Radio service, helping shape the music and messaging heard throughout the centre. Sounds of Westfield builds on that relationship by inviting visitors to influence the soundtrack themselves.

The idea grew from feedback from customers and retailers who wanted more say in the music played across the centre. Working closely with the Westfield team, we combined their understanding of visitors with our creative, digital and audio expertise to turn that insight into an interactive experience.

From the initial concept through to design, development and delivery, the project demonstrates what a close client–agency partnership can achieve.

Head to our YouTube channel to watch Matt Coppin’s testimonial about OnBrand’s work at Westfield.

Check out the full case study to learn more about Sounds of Westfield.

An interactive music experience for shopping centre visitors

Sounds of Westfield gives shoppers a say in the music they hear during their visit.

An unused retail unit became an interactive installation, with a touchscreen where visitors can vote for tracks and follow the most popular choices on a live leaderboard. A supporting website and QR codes across the food court allow people to participate from their phones.

Popular tracks receive greater weighting in the centre’s music rotation, connecting digital participation with the atmosphere of the destination. The experience gives visitors an easy, personal way to contribute to their surroundings.

What could this approach offer other shopping centres?

For shopping centre managers and marketing teams, Sounds of Westfield offers a practical example of how music and digital interaction can work together.

An experience like this creates opportunities to:

• Invite shopper participation, giving visitors an active role in the centre’s atmosphere.
• Connect physical and digital experiences, with participation available through an installation and mobile devices.
• Bring underused space into use, creating a visible activity for visitors to explore.

The starting point for another centre would be its own audience, available space and existing music provision. A successful concept should fit the destination and give its visitors a clear, enjoyable reason to take part.

Through our shopping centre and destination marketing services, OnBrand brings together creative campaigns, digital development and experiences that help destinations connect with their audiences. Sounds of Westfield demonstrates how those capabilities can come together with our audio expertise.

Celebrating what we’ve achieved together

We’re proud to see Sounds of Westfield continue to earn industry recognition, and grateful to the Westfield London team for the partnership that made it possible.

Congratulations to everyone involved. We look forward to the Digital Signage Awards 2027 and celebrating the creativity behind this award-winning initiative.

Explore the Sounds of Westfield case study to see the experience in more detail.

Looking to create an interactive music or customer engagement experience for your shopping centre? Talk to OnBrand about an approach tailored to your destination.