Made in Oxfordshire returns at Westgate Oxford to inspire the next generation of retail talent

Westgate Oxford has just honoured this year’s winners of its industry-led challenge, ‘Made in Oxfordshire’, which sees three local schools invited to compete in a ‘Dragons’ Den’-style pitch.

Made in Oxfordshire is a cross-school competition that challenges students to design an innovative community space for the city, before competing in a live pitch to present their concepts. Built around the theme ‘reimagining their local retail space’, the initiative tasked Oxford students to explore the future of retail – encouraging them to think creatively, looking beyond traditional retail spaces and create memorable, immersive experiences that serve their communities and deliver a lasting impact.

The programme launched earlier this year with a series of immersive workshops at Westgate Oxford with the final pitch at the shopping centre this month, where the top-scoring idea was selected by the judging panel.

Year 10 students from Greyfriars Catholic School, Oxford Spires Academy, and John Mason School participated in hands-on sessions designed to mirror real-world industry processes, which explored creative placemaking, community and customer insights and environmental sustainability – equipping students with the tools to develop a retail concept that serves their local community.

The final, held at the centre’s Curzon Cinema, provided students with the opportunity to pitch their ideas in an impressive, professional setting. Each team presented polished proposals that demonstrated their understanding of brand development, audience engagement, and long-term sustainability. Their concepts were also brought to life through creative mood boards and detailed customer research, while carefully considering environmental factors and future commitments.

Made in Oxfordshire highlights the powerful role young people can play in shaping the future of physical retail. As shopping destinations continue to evolve into experience-led landmarks, the competition reinforces how the next generation is key to helping create spaces that strengthen community ties and deliver lasting positive impact.

The school engagement initiative is delivered by Westgate Oxford, its parent company Landsec, and Ahead Partnership, and is funded by the Landsec Futures Fund, a £20m social impact fund dedicated to enhancing social value to the communities it serves.

Made in Oxfordshire is part of Westgate Oxford’s ongoing commitment to enhancing social value within its community, further reflected through a calendar of events and social initiatives created to improve inclusivity and accessibility, ensuring the destination remains a welcoming, supportive, and vibrant hub for the city.

Clare Martin, Acting Centre Director at Westgate Oxford, said: “The Made in Oxfordshire project offers young students the chance to explore their creativity and come up with fresh and exciting ideas within the retail sector. The future generation present new perspectives and valuable insights into retail experiences that reflect their needs and resonate with their audience.

“We’re proud to continue our strong relationship with Ahead Partnership, having now empowered over 10,000 young people through our collaborative projects. The Oxford competition gives students a space to produce an original concept, develop it into a design and then pitch it to professionals, enhancing their confidence and providing them with skills and knowledge to help boost them in their future endeavours.”

Andy Clarke, Head of Partnerships at Ahead Partnership, said: “Nothing brings careers and skills education to life quite like stepping in to real workplaces and meeting role models face to face. The Made in Oxfordshire Challenge demonstrates the power of immersive, interactive experiences to ignite curiosity, broaden horizons and inspire young people to explore career paths they may never have considered.

“Our long-standing partnership with Westgate Oxford and its parent company, Landsec, has enabled us to connect thousands of young people with role models across retail, the built environment and beyond. Together, we’re showing how employers can play a vital role in supporting young people to gain the insights, skills and confidence to thrive in their future careers while building pride in place and awareness of the careers that lie behind young people’s favourite destinations.”

The winning team at this year’s event was from John Mason School with their Brainwave concept: a safe and inclusive charity cafe and arcade supporting young minds while combatting isolation. The team take away a trophy for their school and the chance to compete in a national final.

For more information, please visit https://www.westgateoxford.co.uk/en

ENDS