What: A mall-owner gives away marketing space to local brands and startups created during the pandemic

Why it is important: This is a very efficient way to ride both the increased demand for local consumption, but also to recreate stronger ties with local communities by showing support.

GDR UK, a retail intelligence agency based in London, reported the latest marketing initiative performed by UK-based Westfield shopping centres, the “Side Hustle Heroes initiative.” It provides window space to six local startups, spanning categories from fashion, homeware to beauty, which were created during the Covid-19 lockdown.

Each startup has total freedom and flexibility in terms of windows display and storytelling, which is then reverberated by Westfield through various marketing initiatives.

While Unibail-Rodamco-Westfield promotes this operation as a way to enhance local business, something that 49% of customers request, this is also a very efficient way to weave the mall into the local life, recreating bonds with neighbouring communities.

westfield gives local startups window space in its two london malls