Live Concert | High-Impact Brand Entertainment

Entertain X (formerly Living the Dream Entertainment) delivered an unforgettable brand activation and concert experience at Westfield London, with interactive dance entertainment for Nintendo Wii’s ‘Just Dance Now’ and a live headline performance by global pop star Rita Ora for the shopping centre’s annual Christmas Light Switch-On.

To drive energy and engagement, a team of professional dancers performed iconic choreography from the Just Dance Now video game, including hits like Gangnam Style, encouraging the public to join in. The activation turned the mall into a vibrant, participatory dance floor that connected shoppers directly with the Nintendo brand in a fun and interactive way.

For the finale, famous British singer Rita Ora took the stage to perform live for over 6,000 fans, transforming Westfield London’s atrium into a full-scale concert venue for the Christmas Light Switch-On.

The result was a bold and multi-layered brand moment that blended music, gaming, dance, and live spectacle.