On 30 September 2021, in a first for our industry, URW launched a 360° interactive virtual and in-person experience with a one-hour performance by Lady Gaga, to celebrate the launch of her new album with Tony Bennett, “Love For Sale”. The experience brought millions of fans together to enjoy a unique experience on our new live.westfield.com platform, through events at 21 centres in 10 countries, as well as on Lady Gaga’s and our own Instagram channels.

Harnessing the best of both worlds

Online, the audience enjoyed a fully loaded digital experience with interactivity, gamification, and exclusive access to new music, in addition to sharing the experience with groups of friends online through a “Watch Together” private room function. Guests also had the opportunity to watch the show on Instagram, as it was livestreamed on our centres’ social channels as well as for Lady Gaga’s more than 49 million followers.

Meanwhile, happy guests gathered to watch the broadcast in Fan Zones at 21 Westfield Shopping Centres in 10 countries, including the US, the UK, France, Germany, Spain and Sweden. They received limited edition merchandise and had access to the album pre-sale, along with the opportunity to take part in red carpet moments, Instagram-ready set ups and other immersive experiences including, of course, watching the livestream concert with other Gaga fans. Take a tour of our Fan Zones below.

Creating unique live experiences – online and in-person

The result was electric! We are proud to have taken a major step with this innovative programme, leveraging our digital as well as physical network of assets – including our global portfolio, which reaches more than 1 billion visitors a year, the strong Westfield brand and the new live.westfield.com platform. We look forward to further developing our physical and digital network, which serves as a dynamic global launchpad for brands, products and artists across media, retail, streaming channels and live experiences.