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Westfield Mall of the Netherlands opening
Westfield Mall of the Netherlands is the lifestyle destination and one of the largest shopping centers in Europe. This position calls for a grand opening of international stature. To realize this, Unibail-Rodamco-Westfield (URW) and pop icon Lady Gaga joined forces. With a concert for the release of her new album 'Love for Sale - with Tony Bennett', this collaboration should become a worldwide success. In addition to the opening of the Mall, Westfield ran a campaign to attract visitors; Discover Westfield. We were asked to produce a dazzling opening show to frame the live stream concert and give the global campaign a unique twist for this Dutch retail powerhouse.
The assignment included two issues. A splashy opening of the mall and the rollout of the 'Discover Westfield' campaign. During the opening, guests were welcomed on the red carpet for a moment with the press. Photo opportunities were created at the piano gift booth. Invitees were offered dinner and the concert was presented by Humberto Tan and Milijuschka Witzenhausen. This was simultaneously broadcast live to 21 Westfield shopping centers in 10 different countries. This allowed thousands of fans around the world to listen in. The 'fanzone-experience' was grandly concluded with confetti and a dazzling fireworks show. During the 'Discover Westfield' campaign various companies were able to promote their own brand in the shopping center by means of activations or pop-up stores. We were in charge of liaising with various brand partners. Throughout the weekend, various brands were on hand with their own pop-up store to better introduce visitors to their DNA. Q-music had its own studio in the shopping center, Kinepolis held a movie quiz where various prizes could be won, and DJ-school Amsterdam used an empty storefront to offer various DJ workshops. At Elle Fashion, the latest fashion trends were discussed and visitors could get to know high-end cosmetics brands.
In co-production with Solid Rental