Westfield Shopping Centre
Cinema and film doesn’t have to be confined to the “box in the corner”. In fact film can be a major part of the overall shopping experience by bring it out of the cinema and into the mall.
Westfield
Project date:
March 2009 – September 2009
Project duration:
6 months
One of our biggest challenges was to turn Westfield London into an alternative film premiere location to the historic Leicester Square.
Outcome
Utilising Westfields large atrium, we tore up the retail rulebook and repositioned it as a venue, creating “premiere packages” options on venue size, red carpet routes, pre and post- show facilities. Utilising our contacts with the heads of the UK distribution industry, Westfield London is now seen as a viable alternative to Leicester Square has successfully held and secured major film premières. We also created the strategy for film premières to support the launch of Westfield Stratford.
