URW to rebrand six European malls as Westfield
The Westfield name is going to be much better known in Europe from September with malls giant Unibail-Rodamco-Westfield (URW) set to rebrand six of its locations in four markets on the continent as Westfield only.
That means change is coming to La Part-Dieu in Lyon, France; La Maquinista and Glories malls in Barcelona, Spain; Donau Zentrum and Shopping City Süd in Vienna, Austria and CentrO in Oberhausen, Germany.
The change will be “celebrated through a range of global events and experiences connecting Westfield customers around the world, supported by a pan-European marketing and advertising campaign”. The events will also “showcase the company’s broader intention to become a global launchpad for products and artists across media, retail, streaming channels, and live experiences”.
The company said the flagship centres that will be rebranded “share a number of characteristics in addition to being among the most important retail centres in their respective markets. They are set in excellent locations with unrivalled transport options, have distinctive architectural and design features and a best-in-class approach in terms of community engagement, corporate social responsibility and sustainability”.
The move follows the opening in March this year of the new 117,000 sq m Westfield Mall of the Netherlands. It was the first Westfield branded centre and biggest retail, leisure, and entertainment destination of its kind for that country. There are also two Westfield malls in London, UK.
Jean-Marie Tritant, CEO of Unibail-Rodamco-Westfield said: “Our portfolio of Westfield destinations in major cities offers global and emerging brands a unique platform that harnesses both physical space and the audience of consumers at our properties. These amazing European assets are primed to evolve further under the Westfield banner.”
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