Physical Pinterest board pops up at Westfield UTC mall

How’s this for a nice example of digital meets physical… Pinterest has set up a life-size pop-up board in San Diego to help celebrate the renovated Westfield UTC mall.

The outdoor concept sees a billboard-like frame housing both images and actual products as though they’re pins. Various brands and retailers from the mall are represented, with the same shown online on the WestfieldUTC Escape Everyday Pinterest page.

Fans are then invited to create their own board for a chance to win all the items (as shown with the rules below). Included is a pair of Oakley sunglasses, a $500 Splendid shopping spree, a $500 J.Crew gift card with a personal shopper, an ArcLight private screening for 20 people with refreshments, a Seasons 52 Chef’s Table for eight with wine pairings and more.


Rachel Arthur is an award-winning business journalist specialising in fashion and technology. Alongside her work as the founder and editor of Fashion & Mash, she regularly contributes to titles including Forbes, Wired, The Daily Telegraph, The Business of Fashion, Fashionista, Mashable, Dazed and more. She is a regular speaker at conferences around the world, as well as an advisor on digital strategy and innovation to leading retail and luxury brands, and a mentor to start-ups on the likes of John Lewis’ JLAB accelerator programme. She was previously based in New York as a senior editor for leading online fashion trade publication and trend forecaster WGSN, where she managed global coverage of the industry from a communications, branding and technology standpoint.