The mall of the future is designed around new neighbourhoods

Until recently, the area between Wassenaar and The Hague was home to an outdated shopping center called Leidsenhage. Global mall experts Unibail-Rodamco-Westfield (URW) saw an opportunity to introduce a new retail icon, ready for the future (of shopping). With an investment of over €500 million, they are currently developing a ground-breaking, iconic new retail ecosystem called ‘The Mall of the Netherlands’. With over 100.000 m2 of retail space, an estimated 280 stores plus dining & leisure, it promises to offer everything you would expect from a mall – and more.

Challenge: The Gallery

The Designer Gallery™ is a trademarked URW retail format, used in many of URW’s larger high-end malls. It is a place where luxury and experience come together. However, for the Mall of the Netherlands, the URW team sought a concept closer to the Dutch (shopping) culture. Together with URW we took on this challenge.

After in-depth desk research and interviews with several industry experts, we gained a deeper understanding of the Dutch retail landscape and the future of shopping. We then collaborated with a variety of top experts in two co-creation workshops to identify opportunities and create concepts for growth.

Welcome to the New Neighbourhood

Sadly, it’s too soon to share designs or details. We are currently co-developing details of the concept with a hand-picked group of ‘founder’ tenants. What we can share is the concept’s name: “The New Neighbourhood”. It will be a place to explore lesser-known and independent brands, limited editions and exceptional service. Key pillars of the concept are programming, variety, local culture and independent retailers.

The Mall will open in 2020. Until then, we’ll keep you posted. In the meantime, you may check out the official website here.

About Unibail-Rodamco-Westfield

Unibail-Rodamco-Westfield is the biggest international retail developer, globally owning 102 shopping centers and malls in 13 countries, with 1,2 annual shoppers. In the Netherlands, URW owns Stadshart Amstelveen, Citymall Almere, Stadshart Zoetermeer and the Mall of the Netherlands – set to open officially in 2020 (eg Leidsenhage).

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James Veenhoff