Land Securities launches experiential spaces
Shopping centre operator Land Securities has announced the launch of Five, a dedicated selection of experiential spaces within its retail and leisure destinations.
The new concept will consist of five 5m x 5m spaces across Land Securities’ Bluewater, Trinity Leeds, St David’s, One New Change and Buchanan Galleries centres.
The company said Five will provide an innovative new model for the experiential promotions industry where brands can engage with consumers.
The five locations have an annual footfall in excess of 115 million and the total comparison goods spend within the catchments of the destinations is £4 billion. Other benefits of Five are dedicated marketing support across the five sites, including via social media, as well as a specific focus on measurement and ROI. In addition, agencies booking Five will receive commission.
Sean Curtis, head of business to business marketing and brand partnerships for retail at Land Securities, said: “Our portfolio contains some of the most successful retail and leisure destinations in the UK. Five is a new way of allowing brands focused on experiential engagement to gain access to the full strength of our key destinations, backed by our own comprehensive marketing support.
“Five provides simplicity, consistency and opportunity, which together create significant commercial benefits for partner agencies and their clients. As the first collection of standardised experiential sites in UK retail and leisure destinations, this is a very exciting step that sets a new precedent in the industry.”
