Westfield Pop Up

Westfield has reinvented casual leasing by setting up a dedicated web site in Australia called Westfield Pop Up. The aim of the web site is to change people’s perceptions of casual leasing, and make them more appealing to shoppers and complimentary to a shopping mall’s brand and imaging. With the help of retail advertising agency IdeaWorks, Westfield has rebranded its casual leasing offer as ‘Pop Up at Westfield’ and developed a website where any company looking for casual leasing space can see what opportunities are available in any of the shopping centre giant’s 44 Australian centres. To inspire potential pop up tenants, they have created an online gallery showing the breadth of companies leasing pop up space, the diversity of products and services offered and encouraging excellence in display concepts and brand executions.
The website is at www.westfieldpopup.com.au. At the moment it is restricted to Australian centres, but if the concept works it will be replicated in other countries where Westfield has centre networks – New Zealand, the UK and the US.

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