Westfield offers a different type of pop up support
Westfield (USA) supports start ups via an innovation lab.
Giant retail landlord Westfield Corporation has been hosting their Bespoke innovation lab in San Francisco for around a year now, providing office space to “promote retail innovation, pop-up shops and events”* – and now expanding the offer by doubling the number of private offices available.
The 3500 square metre space currently hosts 75 retail tech brands… including mobile applications, analytics, loyalty and rewards schemes, social media and ecommerce start-ups. Many of those businesses are using the Bespoke facility as an incubator to test and promote their innovations in retail technology… some of them going on to establish physical stores and events. Westfield’s global chief digital officer Kevin McKenzie says demand for space has been strong… “we are continuing to build on our momentum and excited to see how the space will evolve.”
Westfield already has a strong presence in the pop up retail field, providing creative solutions for temporary retailers via their BrandSpace business (short term opportunities across most / all of their Australian shopping centres). BrandSpace was one of first retail corporates to shift away from the traditional “casual leasing” model, as pop up became more prevalent (and presented more opportunities for attractive and high-end installations ?)
source* : Australian Financial Review
image : Westfield logo
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