2019 Year in Review: Notable Retail Experiences
In 2019, Brookfield Properties pushed the retail envelope by introducing new stores, experiences, and developments that revolutionized the retail industry. Our team is constantly exploring ways to redefine the role of the modern-day shopping center and bring value to our tenants and communities of shoppers. Here's a look at some of our highlights from this past year that are helping ring in a new era of retail.
Notable Property Development
The SoNo Collection
The SoNo Collection is a retail location unlike any other. In addition to being the home of Connecticut’s first Bloomingdale’s, second Nordstrom, and dozens more upscale retailers, this multilevel, design-driven destination features innovative culinary offerings, art installations, and a year-round calendar of interactive events to engage customers and keep them coming back.
Notable New Store Opening
KidZania's 85,000-square-foot dynamic, real-life city built for kids is the first of its kind in the United States. The interactive education and entertainment center, located at Stonebriar Centre, allows children to spend the day role-playing in their dream career. Innovative and interactive experiences like these are what set Brookfield Properties apart as a leader in the retail space. A second location will be opening at Oakbrook Center in 2020.
Notable Digitally Native Tenant
In November 2018, we introduced Wayfair to the world of brick-and-mortar by way of pop-up leasing. Now, the e-commerce giant has opened its first full-service permanent store at Natick Mall. The 3,400-square-foot space gives fans of the online retailer a brand new experience – the ability to touch and feel Wayfair's home decor items before purchasing.
Notable Eat / Drink Partnership
The Table at Crate
Crate and Barrel's first restaurant, The Table at Crate, creates an immersive and memorable brand experience at Oakbrook Center. By utilizing traditional retail properties to curate non-traditional partnerships, the Brookfield Properties Eat / Drink and Big Box Leasing teams are setting a new trend in motion and changing the face of retail.
Best Use of Urban Retail
Toys "R" Us Adventure
The Toys "R" Us Adventure, located at 830 N. Michigan Avenue, is an experiential pop-up concept that features more than a dozen interactive play rooms, life-size toys, and installations. Toys "R" Us and Tru Kids partnered with Candytopia to make this 40,000-square-foot play area come to life, and we're thrilled to have brought this concept to a retail space in Chicago.
Featured Innovation Project
Brookfield Properties partnered with Dropit to offer customers at Fashion Show a hands-free way to shop. Dropit sets Fashion Show apart as a leader in retail, making it the largest shopping center on the Vegas Strip to offer shopping delivery to its customers. The service is ideal for visitors to Las Vegas, such as tourists and conference delegates, who want to mix shopping with the many activities and attractions along the famous Strip.
Notable Pop-Up Shop
The Fit:Match pop-up studio at Baybrook Mall invites customers to check out the 3D measurement technology that uses body scan measurements to detect their perfect fit. This partnership highlights how Brookfield Properties is at the forefront of innovating – utilizing pop-up spaces and technologies that benefit not only our tenants and business partners, but also the communities in which we operate.
Featured Office Property
Brookfield Place New York is one of Brookfield Properties' most iconic placemaking destinations that brings together modern office space, cultural experiences, curated dining, and world-class shopping. The 14-acre, five-building complex offers locals and visitors alike unique experiences such as Arts Brookfield – a world-class offering of cultural experiences – and Hudson Eats – a curated collection of 14 chef-driven fast-casual eateries.
Featured Expansion Story
Last year, Brookfield Properties opened its first Amazon 4-star at Park Meadows in Lone Tree, CO. The store, which sells Amazon items that are rated 4 stars and above, top sellers, or trending, has since expanded to two other properties within our portfolio, including Natick Mall, Oakbrook Center, and Stonebriar Centre.
Best Celebrity Collaboration
Morphe & Jeffree Star
Celebrity makeup guru Jeffree Star made a special appearance for the opening of the new Morphe store location at Water Tower Place. The new store offers a complete lineup of makeup and artistry tools that includes brushes, eyeshadow palettes, foundation, concealer, lipstick, highlighter, contour, and so much more.
Food & Beverage Concept
Located in the heart of Mumbai at the Powai Business District Binge Central is an innovative space offering a variety of food and drinks, live music, and non-stop entertainment. This experiential space is an ideal destination for foodies and families alike looking for new ways to dine and be entertained.
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