Unibail-Rodamco-Westfield Expands Westfield Rise into the US Market

In a significant announcement, Unibail-Rodamco-Westfield (URW) has unveiled the expansion of its in-house media and experiential division, Westfield Rise, into the United States. Originally launched in 2022, Westfield Rise has been designed to create dynamic connections between brands and millions of consumers eager to engage. The initiative offers impactful media solutions, immersive experiences, and strategic integrations across both the US and Europe.

A Bold Step Forward

At the forefront of this expansion is the new Immersive Experiential Display (IXD) Network, a state-of-the-art media infrastructure featuring nearly 300 eight-foot LED screens strategically positioned across 10 flagship Westfield shopping centers in the US. This network aims to elevate brand storytelling and enhance consumer engagement in innovative ways.

Anne-Sophie Sancerre, URW's Chief Customer and Retail Officer, expressed excitement about the project's potential, stating, “With Westfield Rise, we’re giving brands a global stage across the world’s most influential cities.” The platform aims to reach approximately one billion visitors at URW centers worldwide, creating opportunities for brands to engage with consumers in impactful ways.

Transformation in Retail Environment

Dominic Lowe, URW's US Chief Operating Officer, emphasized that the Westfield Rise initiative is pivotal to the company’s future strategy. As URW plans to transform its flagship centers into multi-dimensional destinations, Westfield Rise represents the link between physical environments and digital experiences. It is intended to generate fresh value for retailers while improving customer experience beyond conventional retail.

This multifaceted approach coincides with the introduction of the IXD Network. Kristen Jackman, Senior Vice President at URW and Head of Westfield Rise in the US, highlighted the innovative aspects of the IXD Network, asserting it will revolutionize Digital Out-Of-Home (DOOH) advertising.