Unibail-Rodamco-Westfield (URW) has announced the expansion of its media and experiential division, Westfield Rise, to the United States. The move coincides with the launch of its Immersive Experiential Display (IXD) Network, a new digital-out-of-home (DOOH) platform set to debut across 10 flagship U.S. shopping centers in 2025.
First established in 2022, Westfield Rise supports brands in connecting with consumers through media campaigns, experiential activations, and events. The division now operates across URW’s portfolio in both the U.S. and Europe, offering brands access to nearly a billion annual visitors at the company’s shopping centers.
Anne-Sophie Sancerre, URW’s Chief Customer and Retail Officer, emphasized the global reach of the initiative: “With Westfield Rise, we’re giving brands a global stage across the world’s most influential cities. This expansion lets them reach nearly a billion visitors at our centers through one powerful platform. From Los Angeles to New York to Paris and beyond, we’re helping our partners show up in high-impact ways—all while creating standout experiences and stronger connections with consumers.”
Dominic Lowe, URW’s U.S. Chief Operating Officer, highlighted the strategic role of Westfield Rise in redefining retail spaces: “Westfield Rise is central to the next chapter of our U.S. strategy. As we transform our flagship centers into multidimensional destinations where people can live, work, and play, Rise connects the physical environment with the digital and experiential—turning our spaces into dynamic platforms for brand storytelling and consumer engagement.”
The IXD Network will feature nearly 300 eight-foot LED screens designed to reduce glare, increase energy efficiency by 20%, and provide 25% more screen space. Integrated with Quividi’s real-time audience measurement technology, the platform offers anonymized consumer analytics to gauge engagement. Dual cameras on each screen enable personalized interactions while adhering to privacy standards.
Kristen Jackman, Senior Vice President at URW and Head of Westfield Rise in the U.S., noted the network’s capabilities: “Our new IXD Network will redefine DOOH by giving brands flexible buying models with guaranteed measurement and advanced creative capabilities. Everything we create is designed to elevate the consumer journey and foster meaningful engagement.”
The network will also include a creative tech pack for brands to develop 3D content scalable across URW locations. Augmented reality features are slated for release later this year.
For more information, visit www.westfieldrise.com.
