FROM ZERO TO A MULTI-MILLION POUND BUSINESS
PROJECT
OBJECTIVE
MAXIMISING NON-CORE REVENUE
The Westfield Commercial team led the industry (globally) in commercialising all of the public spaces inside a shopping destination, which not only have delivered multi-million pound revenues but also enhanced the customer experience, driving additional footfall for the benefit of retailers. During development, the team identify areas and technology which could be commercialised upon opening including the addition of digital screen spectaculars to the creation of event spaces.
Blue chip brands have been attracted by the high footfall centres, providing them with the opportunity to grow awareness and be close to the point of purchase. Major brands include Lexus, Mercedes Benz, BWM Group, Samsung, Liberty and Unilever.
The team’s involvement set the gold standard for commercial partnership deals with the London 2012 Olympic Games partnerships featuring pop-up retail including the first Liberty department store outside of the West End, first Mini Cooper store and the first H&M athletic store; major media space deals with Coke, Adidas and Visa and hospitality deals with Deloitte, American Express, Team GB, Sky, Heineken, Cisco and Fox Sports.
MEDIA SPACE
Multi-million pound deals with media agencies including JC Decaux and Ocean to lease digital screen spectaculars and media space in flagship malls.
TEMPORARY RETAIL
Liberty, Fortnum & Masons, Bentley, The Mercedes Benz experience and personalisation pop-ups with Kit-Kat, Marmite and Magnum to name a few.
BRAND ACTIVATIONS
Westfield London was the UK location for the global launch Samsung’s new galaxy phones. Other major brand partnerships include Amazon, Netflix, Lexus, Seat and Jaguar.
MAJOR EVENTS
Partnerships with record labels including Universal and Sony to deliver music performances including Lady Gaga, Rhianna, Taylor Swift, Justin Bieber and film premieres for all Marvel Films and Twilight.