Building cross-functional relationships through a strategy of appreciation.

Unibail-Rodamco-Westfield specialises in owning, developing and managing premier retail assets (shopping centres and airports) in the most dynamic cities in Europe and the United States, the most prestigious office buildings and major convention & exhibition venues in the Paris region.

London is lucky enough to boast two Westfield shopping centres: one in west London, and one in Stratford, in the east of the city. With hundreds of luxury, premium and high street retailers from many different countries, Westfield is a great place to buy everything from fashion and jewellery to cosmetics, sportswear, menswear and children's clothing. In addition, there are nearly 50 places to eat at the Westfield London centre alone. Westfield is a destination that people all over the world come to visit and enjoy.

Laws of Attraction has delivered an inspiring and energising project with URW, supporting the centre front of house teams with a cultural communications strategy to underpin the fantastic services offered at centres.  Working with key members of the guest services, car parks and security teams, we have defined the internal service culture so that members of the customer-facing teams understand and learn how to live the ideals of the brand so that ultimately the experience for the guests that visit Westfield is a consistently good one.

As part of the project, we needed to undertake a photoshoot on location at both of the Westfield centres. We decided to use existing employees rather than professionals to model the culture and values and to bring them to life. The reason backing this decision was that it was felt this would be more relatable for colleagues and would provide a further level of understanding as to what it was that each of them needed to achieve as a result of acting out the values. Moreover, using recognisable people would make the collateral more eye-catching and memorable. An internal focus group session we held with employees as part of the collateral creation process agreed with this strategy too.

The photoshoot took place over two days in Shepherd’s Bush and in Stratford. The staff were enthusiastic and although our team worked with them to put them at ease in front of the cameras, they were a dream to work with.

Here are some of the behind-the-scenes shots from the day.

Behind the scenes at Westfield

Behind the scenes at Westfield

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