Joe Jonas-Fronted DNCE to Perform at Westfield Century City Grand Opening
A private Oct. 3 party to debut the mall’s $1 billion upgrade will also feature Fitz and the Tantrums and two more live acts, along with food from the hotly anticipated Eataly, whose own opening is still a few weeks away.
The long-awaited reopening of Westfield Century City will kick off Oct .3 with a private celebration and reveal of the shopping complex’s $1 billion redevelopment. Westfield’s U.S. Chief Marketing Officer Heather Vandenberghe tells THR that the fete will feature performances by such artists as Fitz and the Tantrums and Joe Jonas-fronted DNCE, plus two additional surprise acts later in the evening. “In L.A., everyone goes home at 9,” she says. “We wanted to give people a reason to stay.” Also debuting that day: a pop-up installation by celeb favorite floral designer and perfumer Eric Buterbaugh (Demi Moore and Rachel Zoe are fans of his glam arrangements), who’ll have a kiosk in the shopping center from January through May of 2018.
For substance to match its stylish new look (led by design doyenne Kelly Wearstler), WCC already has announced a range of new services, from an Uber lounge (along with four valet stations and improved self-parking) to a centralized studio services suite catering to the entertainment industry (in partnership with the Costume Design Guild, whose annual awards event Westfield will sponsor). On the technology side, the property will boast two 100-foot large-format digital media screens as well as 39 eye-level 75-inch screens throughout its 1.2 million square feet. Says Vandenberghe, “We found the film and TV studios in particular really love the idea that they can have gorgeous video content running on these screens throughout the property.”
Vandenberghe, who came to Westfield from the fashion world (she has held positions at Tommy Hilfiger and Louis Vuitton), is cooking up more plans to entice Hollywood shoppers and partners. WCC will soon announce a major luxury brand as its first pop-up partner, to debut in November in a main atrium space that will see a new resident every six weeks. And Vandenberghe plans to pitch Westfield as “the new Westside destination for film premieres” and other industry events: “We have this fantastic space that lends itself really well to a red-carpet experience, we have the theater that lends itself to different-size gatherings,” she says. “And the thing that we have that most other locations don’t is this opportunity to tie in film with retail. A retail activation can be attached to a premiere and the story can continue after opening night.”
One thing guests won’t see during the Oct. 3 grand opening is the hotly anticipated Eataly: The Italian food emporium doesn’t make its official debut for several more weeks, but will offer food destinations at the fete “showcasing some of their best offerings,” says Vandenberghe. “We do these events where we get together all of the retailers and talk about what’s happening with the opening. I always say to the Eataly guys, they are like the prom queens — everyone wants to meet them.”