“Nathalie Lohaus is an experienced manager who is very familiar with the operative business and knows the connections between rental, marketing and events as well as branding very well”, says Paul-Eric Perchaud, Director of Operations at Unibail-Rodamco-Westfield Germany. As Head of Commercial Partnerships, Lohaus is responsible for the 26 shopping centers in the Group’s German management portfolio
B2B partnerships and brand experiences further gain importance
Lohaus’ appointment follows a restructuring of the Commercial Partnerships department at Unibail-Rodamco-Westfield. In the course of the integration of Westfield, the importance of the department will be continuously increased for the entire group. In the future, B2B partnerships and the staging of brand experiences will be given more importance. This includes leasing of kiosks and pop-up areas, and especially large media campaigns and long-term cooperations with well-known national and international brands.
“When customers visit shopping centers, they want to be entertained by new experiences, exciting events and attractive pop-up concepts”, explains Lohaus. “Long-term partnerships, promotions and communication campaigns around well-known brands are therefore more important than ever”.
One of the first successes of the restructured department is the partnership with the Swedish digital out-of-home (DOOH) provider Visual Art, which became official in January 2019. Over the next four years, a total of 400 DOOH spaces in 15 German shopping centers will be filled with communication and advertising content, including Pasing Arcaden in Munich, Höfen am Brühl and Paunsdorf Center in Leipzig, Düsseldorfer Arcaden and Gropius Passagen in Berlin.