Terra Plana, the 21st century artisan shoe brand, has extended its flair for innovative design with the unveiling of 'FOLDZ', a unique retail display concept at their new store in Westfield London. Curiousity led me to the new mega shopping complex and Terra Plana's new store, with the chance to meet the smart young designers driving this innovation.

So much for the credit crunch. 160,000 people armed with credit cards descended on Europe's largest shopping complex on 30th October when Westfield London officially opened. As I navigated through the stampede to arrive at Terra Plana's store, I temporarily forget I'm here to view its eco shop fit. The store's aesthetic design will impress any savvy shopper, eco or not. Its towering ceiling and dramatic mural diverts my attention only briefly before my eyes are drawn towards their colourful unique footwear, cleverly lit up by LED lighting.

It isn't until I start chatting with Asher Clark, of AMC Design House, Terra Plana's Head shoe designer and George Saunders-Singer from Hotcakes that I realise the shoes are showcased on cardboard shelving. Asher and George's enthusiasm is contagious, and the two men are clearly proud of their innovative display invention. George pipes up "People don't really notice it's cardboard. It's working really well as a display." Its true beauty lies in its simplicity. The 'FOLDZ' concept is temporal, as its design evolves organically to suits its surroundings and Terra Plana's seasonal collections. Asher says "We can change the design around as much as we like, as it features a 'plug in pull out' system. Each cardboard shelf effortlessly attaches to the pegboard shell using 6 recycled plastic rivets." The pegboard shell is again sustainable as it's made from individual and replaceable panels of pre-drilled FSC certified wood, creating a giant matrix of holes. And what if the cardboard shelves are damaged? It's cardboard afterall. Asher smiles "That's easy. It's modular design means we can pull out a single piece and replace it easily. It's cheap too." So it's smart, simple and sustainable. George adds it's been patented and quite rightly so as I think the FOLDZ could catch on. Let's hope their fellow Westfield retailers pop in. Mulberry, Top Shop, M&S et al please take note.

I wander over to the other side of this trail blazing store to view the wall showcasing its sister brand United Nude and find Galahad Clark, Terra Plana's Managing Director, sitting quietly. So what led you to become a shoe designer I ask. "I didn't mean to. But my father is a cobbler and when Terra Plana came up for sale, it was too good an opportunity to miss. I liked what they were trying to do." So Galahad isn't just eco friendly, he's modest too as I later discover he's the eldest son of the current Clarks Shoes clan. But he doesn't strike me as your ordinary chip off the block. I love Terra Plana - its ethos and shoes, but their designs are a far cry from the Clarks shoes I was literally forced to wear as a kid.

As Galahad and I start to chat, I line up a few pairs of shoes to try on. I first dip my toes into the patchwork quilted ankle booties I wrote about recently and I instantly feel the benefits of the memory foam. They are so comfy, sexy and delightful I decide these are for me. Galahad turns my attention to Vivo Barefoot and boldly states "Shoes are bad for you." This takes my breath away for a second. Not because I don't believe him - I went barefoot for three years, and my feet and I are all the more better for it. No, it's because it's like Philip Green saying Kate Moss' collection for Top Shop isn't much cop. And in that moment, I decide meeting Galahad is a real pleasure. Wearing a pair of Vivo's shoes is a pleasure too. The sort of shoe I would happily knock around in. Its revolutionary, back-to-basics design allows us to get as close to barefoot as technically possible.

The discussion turns somewhat philosophical when I air my misgivings about mega shopping complexes. In respect to joining the Westfield complex and its stark contrast to Terra Plana's operation, Galahad puts forward "The world is a paradox" and we muse that life is "full of contradictions". Galahad asks me a question, which I figure is rhetorical as I sense he's a deep thinking man and this decision wasn't taken lightly, "Have I made the right decision to be here?". Of course, I say without hesitation. How else are we going to bring the eco concept to the masses?

Being present in a giant shopping mecca to which a trolly dolly or Vogue editor alike will flock is a major tool to make sustainability mainstream. Even I would make this exception and visit Westfield for Terra Plana. It's definitely worth the trip.

Terra Plana can be found at Unit 2012 (2nd Floor), Westfield, London W12. Opening hours: Monday - Saturday 9am-10pm, Sunday 12pm-6pm. Visit Westfield London for more information, directions and more. Alternatively visit Terra Plana if you wish to buy their fab eco friendly shoes online.