First Birthday


On March 18, 2022, the Westfield Mall of The Netherlands celebrated their first birthday! And when it’s your birthday, it’s your time to treat. Westfield asked us to come up with a suitable gift. A present that fits the Green Giving project of the Mall. Two important target groups had to be taken into account: local ambassadors and visitors of the Westfield Mall of the Netherlands. With its location, the Mall has a prominent place in the middle of a vibrant and diverse society. Actively participating in this community and driving positive change are one of the most important subjects that were central to the concept development. For example, the Mall is investing in the nearby greening project, the Nieuwe Driemanspolder.


The birthday was the perfect time to give back to the local community. 'Time for a TREEt'. The concept was an immediate match for the campaign, by consisting of an 'Ambassadors Dinner' for all Westfield ambassadors, and a green activation for the shopping public. During the creation and first year of the Westfield Mall of The Netherlands, Westfield worked closely with various stakeholders. Each and every one of them became ambassadors. To put them in the spotlight and to thank them for the past year, we organized a so-called 'No Waste Dinner'. During this dinner, a menu was served, inspired by the leftover products from restaurants from the Eettheater, the food court of the Mall. Well-known faces such as Anna Nooshin and Lodewijk Hoekstra stuck their necks out for this great initiative and shared their experiences on socials. In addition, we created a ‘forest’ full of sustainable surprises in the plaza of the Mall. The activation visualized Westfield's aspiration to effect positive change for a better world. In this sustainable lifestyle experience, people could send green mail, take a seat on the lavender throne, experience the story of the bee, spin the wheel of sustainable facts and receive a bag in exchange for a donation to the Nieuwe Driemanspolder. Westfield Mall of the Netherlands – 'thanks for your TREEt'.