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SCT

Holiday market concept lets brands test physical space

December 2, 2019

Unibail-Rodamco-Westfield will launch The Market at Westfield, a bespoke, holiday-themed marketplace for digitally native vertical brands and curated first-to-retail brands, at three of its flagship properties: Century City, and Topanga & The Village (both in California), and The Oculus at World Trade Center (in New York City).

“The Market at Westfield was designed to provide consumers the opportunity to discover digitally native and DTC brands in the places they are already out shopping,” said Charley Delana, executive vice president, Brand Ventures, URW. “To create the most compelling experience possible, we put the markets in some of our top performing locations, scheduled fun and festive programming, and will feature the different brands on The URW Network, a digital offering that engages shoppers and provides real-time data and insights to the participating brands.”

The Market at Westfield will offer shoppers in each center a collection of giftable items targeted to the location’s demographic. Participating brands include By Aris, Coffee of Grace, Dandelion Chocolate, Food52, Fulton+Market, Ghost Democracy, Goodies, J-Spot, Lord Jones, Mir Mir, New Stand, No Chewing Allowed, Nura, Pamela Barsky, Poppy Handcrafted Popcorn, Snackcrate, Tea Vibes, Tiary, Vejo, Von Holzhausen and Wild One.

“We’re excited to be a part of ‘The Market at Westfield’ and to bring our digital platform to life,” said Suzanne Farb, founder of jewelry label Tiary, in a press release. “Seeing Tiary’s pieces in person creates a deeper understanding of how special and unique gifting can be.”

By Brannon Boswell

Executive Editor/SCT

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