Further to last week's Olympics-related blog post, I must now brace myself for a visit to London's newest 'death star of consumerism', the giant Westfield Stratford City shopping centre.

We have a local variant just around the corner from us here at PrintWeek Towers. But the ?1.45bn east-side Westfield (confusing, eh?) is the biggest urban shopping centre in Europe and notable for being a gateway to the London 2012 Olympics park.

The reason I want to go is not to sate some sort of desire to run amok in Primark, but to take in the new graphics that bedeck the area - Hollywood Monster's giant 350x14 metre banner, together with more than 100 hoardings. It sounds like a wide-format-watcher's paradise.

Also of note are the new graphics in the access tunnels that lead from the tube and train stations into the centre. This new landmark outdoor advertising space has been snappily named the 'Stratford Corridor Gateway Domination' and it's a key JCDecaux asset for the Olympics. To get to the Olympic Park or the shopping mall you have to walk through it, and Decaux puts the monthly audience at more than 430,000 people.

From the pictures I've seen in our sister mag MediaWeek it looks fantastic. The space includes digital screens but also giant wall wraps. The combination of the two makes for a stunning visual impact for a single advertiser - Uniqlo is the first to take the space. I think it's safe to say that if digital screens could achieve all of this alone, then Decaux would have made it all digital. But they can't and it isn't.

All in all a great example of print and digital advertising combining to be more than the sum of their individual parts. 

And yes, I do need to get out more. I need to get the central line to Stratford.