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Our innovation DNA

WE INNOVATE TODAY TO CREATE
THE URBAN PLACES OF TOMORROW



We choose innovation as our way to stay ahead and transform an ever-evolving industry. The rise of new technology, combined with changing consumer expectations, have set the scene for a new era and we are exploiting this to create unprecedented opportunities. Unibail-Rodamco-Westfield was the first real estate company to create a hub for innovation with the launch of URW Lab in 2012 and URW Link in 2015.

OUR INNOVATION STRATEGY

By placing innovation at the heart of our strategy, we are able to serve our ambition to be the preferred partner for brands and retailers, and be the go-to destination for customers

STRENGTHEN DESIRE

By offering mixed-use destinations that meet changing customer needs and embrace clicks to bricks for a seamless experience


  1. Be the preferred partner for digital-native and sustainable retailers entering the physical retail space

  2. Design appealing mixed-use destinations where people can shop, work, and get together to share memorable experiences

  3. Ensure seamless customer experiences by continuously enhancing our standards of service

STRENGTHEN IMPACT

By building an omnichannel marketplace that harnesses the power of digital and data to generate unprecedented value for cutting-edge retailers


  1. Leverage data and digital infrastructure to better interact with customers and create more value

  2. Generate more value from every sqm by merging online and offline logistics operations to meet omnichannel standards

STRENGTHEN AGILITY

By leveraging new technologies to deliver operational excellence and set standards for the industry


  1. Better manage buildings, reduce our carbon impact and create new revenue streams through IoT and Cloud technologies


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URW LAB : A DEDICATED TEAM

Launched in 2012, URW Lab structures innovation within the Group and accelerates our 360° digital transformation

UNDERSTAND

URW Lab works closely with internal and external stakeholders to explore trends, source new ideas and solutions, and develop innovative concepts – ensuring that promising ideas receive the resources they deserve. Its diverse interdisciplinary team includes everyone from experts in retail, real-estate, design and digital to recent grads with a finger on the pulse of the next generation – all passionate about innovation and working together to continually reinvent the experience in our assets.

TRANSFORM

Using the best of innovation, we reshape our destinations through the introduction of new concepts, products and services, and nourish our development projects, making them more sustainable and connected to their environment. URW Lab focuses on the most scalable projects in our shopping centres and offices to bring the most value to our visitors and partners.

INVOLVE

URW Lab leverages a generation of digital talents, encouraging them to explore and develop innovative ideas – fostering an open and agile culture of innovation within the Group.




urwlab.com/

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URW LINK: OUR OPEN INNOVATION PLATFORM

Launched in 2015, URW Link works with start-ups to identify new innovation opportunities for the Group

URW Link sources new solutions and concepts, testing and deploying them in our assets to support their growth. It builds successful partnerships with start-ups, think tanks and other large corporates, and invests in venture capital funds – forging a strong and supportive innovation network for the Group.




urwlab.com/urw-link/

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GRAND PRIX COMMERCE UNIBAIL-RODAMCO-WESTFIELD

Launched in 2007, the ‘Grand Prix Commerce Unibail-Rodamco-Westfield’ recognises and supports retail innovation by offering promising concepts the opportunity to develop within the Group’s shopping destinations

Find out more (website in French only)