Westfield

Westfield, one of the world’s largest and most innovative retail developers, has revolutionised the shopping experience in London by creating the city’s newest retail and leisure destination. Westfield’s vision extended to 100% digital advertising inventory in the malls. The developer chose CBS Outdoor for this ambitious and ground-breaking project based on our approach to creating bespoke solutions and our unmatched credentials in digital development, including:

• our proven track record in working on similar design-intensive projects and our commitment to work within Westfield’s design aesthetic;
• our experience of delivering on complex civil engineering projects, with multiple contractors, difficult working environments and demanding schedules with zero scope for over-runs or delays.

Our advertising proposal for a commercially viable digital solution was designed to capitalise on the centre’s attributes – the environment, the quality of the shopping audience and dwell-time. This fitted seamlessly with Westfield’s vision and was specifically designed and engineered to suit the aesthetics, construction, finishes and materials used in the malls. Taking inspiration from these source elements, we developed a unique advertising unit in several variants. These incorporated state-of-the-art display and data technology, enclosed in a robust exterior shell of natural minerals held in acrylic polymer.

Our partnership with Westfield London included responsibility for designing, manufacturing, delivering, installing, testing and commissioning more than 100 digital sites, including some of the largest video walls in the UK. This was achieved on time and to budget, meaning the new mall opened with a fully functioning digital advertising inventory.