Shopping center operator Unibail-Rodamco-Westfield (URW) is expanding its in-house media and experiential division, Westfield Rise, to the U.S.
First established in 2022 in Europe, Westfield Rise helps brands forge connections with the millions of high-intent consumers that visit its shopping centers every year, using dynamic media, immersive experiential activations, Westfield signature events and strategic integrations.
“With Westfield Rise, we’re giving brands a global stage across the world’s most influential cities,” said Anne-Sophie Sancerre, Chief Customer and Retail Officer for URW in a statement. “This expansion lets them reach nearly 1 billion visitors at our centers through one powerful platform. From Los Angeles to New York to Paris and beyond, we’re helping our partners show up in high-impact ways — all while creating standout experiences and stronger connections with consumers.”
Mall Operators Seize on Retail Media Opportunity
“Westfield Rise is central to the next chapter of our U.S. strategy,” said Dominic Lowe, U.S. COO at URW in a statement. “As we transform our flagship centers into multidimensional destinations where people can live, work and play, Rise is how we connect the physical environment with the digital and experiential — turning our spaces into dynamic platforms for brand storytelling and consumer engagement. It’s how we unlock new value for our partners, elevate the customer experience and drive growth well beyond traditional retail.”
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URW isn’t the only mall operator with ambitions of becoming a major media platform — Simon also has been steadily expanding its media and experiences capabilities, most recently with the addition of new data insights capabilities for advertisers.
Westfield Rise U.S. Debut to Feature Next-Gen DOOH Capabilities
Coinciding with its U.S. expansion, Westfield Rise also is launching its Immersive Experiential Display (IXD) Network in the U.S., a media platform designed to showcase the world’s top brands. The state-of-the-art media displays will debut across 10 of the company’s flagship shopping centers this year.
With the IXD Network, brands can create campaigns tailored specifically to meet their goals and reach the Westfield consumer in more creative and impactful ways. Featuring nearly 300 eight-foot LED screens, the network is designed to perform from the inside out, eliminate environmental glare and offer a quarter more screen space while being nearly 20% more energy efficient.
Each screen features dual cameras for real-time audience measurement and options for personalized interactive experiences. Powered by real-time audience measurement platform Quividi, the IXD Network measures consumer analytics in a privacy-safe manner to give advertisers feedback on consumer engagement and ad performance. The IXD Network also is enabled with a new creative tech pack that allows brands to easily create 3D content, and additional capabilities will launch later this year, including augmented reality.
“Our new IXD Network will revolutionize and redefine DOOH [digital out-of-home] by giving brands flexible buying models with guaranteed measurement and more advanced creative capabilities,” said Kristen Jackman, SVP at URW and Head of Westfield Rise in the U.S. “And this is just the start of what we have planned for 2025 and beyond.”
