Unibail-Rodamco-Westfield announced this Wednesday that the emblematic Parquesur shopping center in Leganés will become Westfield Parquesur. The reason for this name change is part of the company’s strategy in Europe, which stems from the vocation to combine its unique international brand with a strong local heritage.
Furthermore, it is directly related to the group’s purpose, “Reinvent Being Together”, which explores new ways to bring people together in exceptional places. Westfield Parquesur thus joins a world-renowned network of emblematic spaces in the United States and Europe that, together, reach more than 1,000 million consumers each year.
The rebranding continues the expansion of the Westfield brand in Europe as the company drives new revenue through media advertising and brand experiences, turning its massive footfall of 550 million visits across its European assets into a qualified audience, while leveraging Westfield’s significant brand value for retailers, who see 20% more sales at URW centers, even compared to other category A malls.
According to Caroline Puechultres, URW Chief Customer Officer: “The rebranding of these centers continues our strategy of expanding Westfield into flagship European destinations in the wealthiest and most influential cities. The significant opportunity it offers both retailers and brands this increasingly digitally connected network of destinations is second to none: through Westfield our partners can reach tens of millions of European consumers, unlocking new possibilities in advertising, brand marketing and retail.”
For her part, María Alberola, Marketing Director of Unibail-Rodamco-Westfield in Spain: “The rebranding of Westfield Parquesur is a great recognition of the commitment that the group has been making for years for its assets in Spain, valued as reference in the cities they are located in. In the case of Westfield Parquesur, with this name change we want it to maintain its strong local identity and its links with the community, while benefiting from the halo effect of the brand, which includes the improvement of events, experiences and services”.
Sustainability
Westfield Parquesur shares a number of characteristics with the other Westfield centers, it is in an excellent location with excellent transportation options, it has distinctive architectural and design characteristics and a first-class approach in terms of commitment to the community, corporate social responsibility and sustainability. , apart from having a unique offer and services.
In addition, with the aim of building a brand and communicating this change from Parquesur to Westfield Parquesur, URW has launched a spot starring Juan Salazar, El Chunguito, in which he tries -unsuccessfully- and humorously, to pronounce the new name of the Mall. The campaign has been carried out by the creative PR agency True and a very special event will be held on October 6 to celebrate this new stage.
emblematic spaces
Unibail-Rodamco-Westfield is a global promoter and operator of emblematic commercial destinations, characterized by its dynamism, and with an asset portfolio valued at 55,000 million euros as of June 30, 2022, of which 87% comes from retail trade , 6% to offices, 5% to convention or exhibition centers and 2% to services.
Currently, the Group owns and operates 82 shopping centers, including 53 flagships in the most dynamic cities in Europe and the United States. Present on two continents and 12 countries, Unibail-Rodamco-Westfield is a unique platform for retailers and brand events, offering an exceptional and constantly renewed experience for its customers.