What: European shopping malls are rebranding to become closer to their customers.

Why it is important: Working out the retail branding is key to create awareness, generate trust and drive traffic.

Unibail Rodamco Westfield, owner of Westfield shopping malls, is rebranding 3 flagship destinations in Spain (Parquesure, Madrid), Sweden (Taby Centrum, Stockholm) and Poland (Galeria Mokotow, Warsaw). The goal is to drive new revenue through media advertising and brand experiences across its destinations.

It is also a way to catch two birds with one stones: make the most of the resilient European market, and also position these malls as local, an increasingly valued feature by end customers.

Westfield rebrands three European malls