// RA

Westfield Centres

Westfield Valley Fair

Westfield Valley Fair is one of the dozen+ shopping center redevelopment projects I’ve worked on for Westfield, the largest retail property group in the world. I joined forces with their internal team of marketers, brand strategists, architects and designers to create the overall redevelopment program to help revitalize this premium shopping center in the heart of Silicon Valley.

Our goal was to position an already successful dominant center as a landmark destination to ensure its sustainable competitive advantage for the future.

This comprehensive strategy and creative visioning project included a deep dive into the trade area, the shoppers, the competition, the opportunity, the physical space, way finding, architectural materials, and the overall visual design for a suite of leasing and marketing materials.

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 THE AUDIENCE DRIVER

Feed the soul.

It’s a small world. Our audience is well traveled, experiencing all the world has to offer. What people remember, and clamor for, often isn’t the place itself, but the experience of the place. Not what it offers, but how it makes one feel. These are intrinsically tied to the ‘things’ themselves, but without the ‘experience’ the ‘things’ are meaningless.

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Redevelopment Collateral

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THE CUSTOMER

Material abundance is deepening our non-material yearnings.

— Daniel Pink, A Whole New Mind.

Our shopper wants to discover something new. New shoes. New clothing. New home goods. New cuisine. New retailers. They want to experience something new with every visit. New events. New changes. New discoveries. They want goods and services of the highest quality, from brands with a reputation for quality. It must be “just right”, as this audience won’t settle for anything but the best, and they won’t settle to save money.

 
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Shopper Persona:
Midlife Success – The “Navigator”

DINK. Childless urbanites, in 30s & 40s.
Highly educated. Successful professionals.
Early adopter. Looks for newest technology & fashion.

Give them:
Inventive fashion and well-designed home goods; exclusive service; opportunities to be pampered; great spaces to people-watch. A rich, sensory experience along with moments of sanctuary to re-energize.

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Shopper Persona:
Young Achiever – The “Social Seeker”

Young and hip singles. New to the metro area.
Liberal & socially active. Cultural creatives.
Classic Overachievers. Work hard & play hard.

Give them:
Prestige fashion and accessories; help navigating the mall and trends with service and support; exclusive access to amenities; a place to check the sports scores. He needs open, overt service, active interaction and the chance to be the center of attention.

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THE EXPERIENCE PILLARS

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MODERN YET HUMAN

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SMART MERCHANDISING

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RAISE THE BAR FOR FAMILIES

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INSIDER PERKS

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BRING IT DOWN TO SIZE

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SURPRISE, DISCOVERY & DYNAMISM

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 THE EXPERIENCE DRIVER

A fresh take on luxury and fashion.

Set in a land of creativity and innovation, Westfield Valley Fair delivers fashion and luxury with a modern attitude: creative, confident and devoid of pretense. New retail concepts mix with ready-to-wear and high fashion, mix with fresh interpretations of cuisine, gather with the newest concepts from favorite retailers, to create a surprisingly easy shopping experience. Only Westfield can combine the spirit of the South Bay with a unique global perspective, to create this journey of discovery – inventive, surprising and energizing – it’s a fresh take on luxury and fashion.

 
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Leasing Collateral

Leasing Collateral

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Leasing iPad Tool

Leasing iPad Tool

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 THE REDEVELOPMENT CONCEPT

The image of the city: defining new districts.

Transform the size and scale from a challenge to a strength. Organize the spaces to make them manageable, navigable and legible. Create comfortable launching points for exploration and discovery.

 
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Districting and Shopper Flow Mapping

Districting and Shopper Flow Mapping

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Gateway to the city. The ceremonial entry.

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Uptown. The modern luxury sequence.

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City center. The lounge and central eatery.

Interior & Exterior Materials

Interior & Exterior Materials

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Site Walls Concept

Site Walls Concept

Paving Concept

Paving Concept

Interior Rendering

Interior Rendering