Westfield Stratford City,due to open its doors in 2011, is set to become a very un-mall-like venture with a focus on indie retailing, carefully considered outdoor areas and innovative planning. To kick start the affair, the mall concept in the making is currently running an initiative called Studio East, a partnership between Westfield Stratford City and a “Cultural Committee” consisting of Tracey Emin, Roland Mouret, Tom Dixon, Erin O’Connor and Mary Portas. The goal of the project is to identify the next generation of creative talent from the four sectors of art, fashion, product design and environmental innovation. Studio East winners, due to be crowned this summer, will be awarded the opportunity to have their work immortalized as part of the Westfield Stratford City retail development. “Studio East will engage a cultural community to identify, foster and nurture the freshest new talent across four distinct categories,” said Mary Portas, retail expert and Chair of the Cultural Committee. “This initiative will create a fusion of sustainable art, design, culture and fashion within the dynamic environment of Westfield Stratford City which will create a new benchmark for the future of retail.”