7 Brands That Are Building the Future of Digital Retail Through Innovation Labs

At first glance, Westfield San Francisco Centre appears to be a typical American shopping mall with the usual rotation of mass-market retailers, a food court and a movie theater. But perched on the top level is an office most shoppers probably don't know about that's designing the next generation of retail, bearing little resemblance to the current setup. A row of glass windows tucked into the side of the mall houses Westfields Labs — the digital arm of Westfield Group, which owns and operates more than 40 shopping malls globally. The lab is tasked with rethinking how today's consumers shop.