It’s never too late to reimagine what the mall can mean for young people, particularly as they shape their own identities. (Thanks Stranger Things, season 3). But only Westfield has recreated the mall experience to become Europe's largest shopping and leisure destination. All with culture, entertainment and community at its heart. So when I worked on their global brand makeover at BETC, Paris it was a 3 month fantastical journey. From tv to activations, immersions, events, concerts and more, it opened my eyes to the bigness of theWestfield culture and explains why today we’re all going back to the mall.