Westfield Century City breaks into show biz
With traditional anchors closing shop, malls nationwide are struggling to make themselves part of the entertainment business. None, however, are likely to do it as literally as Westfield’s Century City.
Westfield has formed an alliance with the Costume Designers Guild Awards to promote special services to CDG members. It intends to make the mall a “home base” for stylists and costume designers who will tap retailers for merchandise required for productions. Among the amenities being offered to TV and movie wardrobe people are VIP rooms for fittings, personal shopping services, tailoring, and shipping.
“We are tremendously excited to set a new standard in the services offered to the entertainment industry,” said Westfield CMO Heather Vandenberghe. “Westfield continues to position itself as the definitive go-to for the city’s entertainment and fashion clientele.”
A dedicated staff and phone line will be made available to show business buyers, and Westfield will partner with the CDGA on a celebration of its 20th anniversary next year.
Sarah Cowperthwaite, executive director of the Awards said having designers’ needs catered to by Century City was “an incredible opportunity.”
Century City is historically suited to the task. The mall’s site was once the backlot of 20thCentury-Fox, where "The Grapes of Wrath" and "Miracle on 34th Street" were filmed. A $1 billion renovation of Century City begins this fall.
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