Shopping Center Business

MAY 2017

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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VALLEY FAIR 290 • SHOPPING CENTER BUSINESS • May 2017 "Westfield is converging our physical destinations with cutting-edge digital technologies, as we believe that the future of retail is not a choice between physical and digital," Hecht says. "By seamlessly integrating the best of physical experienc- es with digital conveniences, there is an opportunity to transform properties such as Westfield Valley Fair into the 'ultimate brand showroom' in which retailers and brands can create engaging experiences for consumers and showcase their prod- ucts in new and exciting ways." Though no announcements have been made yet, Valley Fair is set to follow in the footsteps of some of Westfield's oth- er properties, which have partnered with powerful e-commerce leaders like Ama- zon, Warby Parker and Rent the Runway, along with showroom superstars like Ford and Tesla. The center already contains an Amazon pop-up shop where customers can test and purchase devices like Kindle e-readers, Fire tablets, Fire TV and Echo. Westfield is also incorporating virtual reality technologies into its renovated centers. The company recently intro- duced Facebook Oculus pop-up shops at a number of its shopping center and airport locations. The pop-up can take customers through a series of immersive scenes. The 1.4 million-square-foot Westfield Valley Fair is getting more luxury retailers as the Silicon Valley market it serves demands more luxury goods and branded stores. Pepper is a four-foot humanoid concierge robot made by Softbank Robotics America that engages with Valley Fair customers through greetings, dances and Q&A sessions.

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