Westfield Labs and eBay Inc. are challenging the concept of window shopping with the launch of a through glass shopping experience. The event combines traditional high street shopping with mobile and online technology.

Westfield Labs and eBay Inc. are introducing three digital storefronts at Westfield San Francisco Centre, for Sony, TOMS and Rebecca Minkoff. Shoppers passing by the windows will be able to touch and interact with the digital stores in order to select and purchase a limited selection of products.

“These brands are existing partners across the eBay Inc. portfolio and we are thrilled to expand their footprint by bringing the best of online technology to the physical world at Westfield,” said Steve Yankovich, vice president, innovation and new ventures, eBay Inc. “Our leading edge experiences allow consumers to better engage with brands this holiday season in a seamless and personal way.”

Shoppers simply touch the glass to shop, however they pay using their mobile phone. Once they have selected all their desired purchases they proceed to checkout by pushing the order to their mobile phone and pay securely with PayPal. They can then opt for free home delivery or collection at the Sony Gallery located in the shopping mall.

Westfield Group created Westfield Labs to transform emerging ideas and leverage technologies into new physical retail experiences for the digital consumer. Kevin McKenzie, global chief digital officer, Westfield Group, explains: “At Westfield Labs, we want to define what the future of retail will look like through social, mobile and digital innovations. For our first pilot, we are excited to partner with eBay Inc. and brands that are pushing the boundaries of online and offline retail to showcase new technology that redefines shopping. This is just a window into the types of technologies Westfield Labs will be launching in our international markets to provide people with memorable shopping experiences.”

“Sony is excited to bring our fans and shoppers a convenient, hassle-free way to buy gifts this holiday season,” said Megan Farrell Ragsdale, director of guest experience, Sony Stores. “Plus, using Sony projection hardware for all three retail experiences gives us a wonderful opportunity to play a lead role in defining the future of retail shopping.”

“We are pleased to participate in this new shopping experience with eBay Inc. and Westfield Labs,” said Blake Mycoskie, founder and chief shoe giver, TOMS. “We look forward to not only introducing our latest products, but highlighting other gifts that give back from other companies who are using business to improve lives.”

“We are honored to be a part of eBay Inc. and Westfield Lab’s digital storefront initiative and pioneer a new way to unite fashion and technology,” said Uri Minkoff, chief executive officer, Rebecca Minkoff. “It’s a groundbreaking opportunity to enhance and tailor the shopping experience for our customer in the digital age.”

Shoppers at the Westfield mall will also soon be able to order food to eat at the centre prior to arriving. The convenient food ordering system is accessible from desktop computers and mobile devices.