Westfield Mall of the Netherlands | Leidschendam

Westfield Mall of the Netherlands to become 'retail icon of the Netherlands'

Strict zoning, outdated rental legislation and the ownership structure of Dutch shopping centers (often shared ownership) result in our shopping centers being relatively outdated compared to foreign countries. Unibail-Rodamco-Westfield (URW) is strengthening its Dutch portfolio through international retail expertise. "The quality level of Dutch shopping centers has to go up," says project director Teun Koek of Westfield Mall of the Netherlands in Leidschendam, a future flagship of the retail real estate group.

URW decided well before its 2017 acquisition of Westfield, the "strongest retail brand" in the Western world, that shopping center Leidsenhage (direct catchment area: 2.9 million) is ideally positioned to become the retail destination of the Netherlands. Westfield Mall of the Netherlands, as the mall will definitively be called, is intended to be the best shopping center in the Netherlands after its redevelopment in 2020, with high-quality, covered residential areas (reference: "lobby of a four-star hotel") and an iconic exterior facade. "These principles are unique by Dutch standards," says Koek. "We as URW have made a great effort towards owners and tenants: of the existing stores, over 90% are now owned by URW. A large proportion of the retailers are staying; we are expanding to 280 stores - a total development of over 200,000 square meters GFA. In the process, all storefronts will have a height of 7.5 meters and the logistics routing will be maintained. The shopping center will receive a strong quality impulse in terms of space, finish and public functions. We are carrying out this redevelopment in close cooperation with the retailers, in a form of co-development." 

Various finishing materials (double-curved concrete, steel, aluminum, glass and greenery) form the thermal shell as a whole.

Strength of the concept
This is a win-win situation, Koek continues. "For example, we offer Jumbo the opportunity to profile their food market concept optimally, but within the facades we conceived." The same goes for other strong brands such as Scotch and Soda, Nespresso, Starbucks and Vapiano. "In addition, we are bringing in three new concepts: our own fresh market 'Fresh!', the Dining Plaza with innovative hospitality and leisure offerings, including a Kinepolis cinema with ten screens, as well as The Gallery - a unique place with a quirky look and feel, where we want to attract brands that you would normally only find in areas like 'De 9 Straatjes.'" "That's the synergistic power of the concept," says architect Charlotte Griffioen of MVSA Architects, selected in 2014 based on an integrated aesthetic vision that Koek says "clicked" right away. "Design quality and store brands reinforce each other. For example, from the corners of the internal 'shopping aisle,' you get optimal visibility locations. The monumental height of the storefronts contributes to this, as does the natural light and the logistical structure. Our starting points were clear from the tender: add daylight and residential quality, maintain existing entrances and drape the façade finish over them like a voile, like a curtain that goes up. This is how we were able to achieve aesthetic unity. Quite challenging, because you transform an introverted shopping center into an extroverted logo."

Marble floors, natural light and 7.5-meter-high storefronts.

As sustainable as possible
The iconic "voile-façade," an all-sided exterior façade concept of double-curved, concrete shells (cantilever: maximum 12 meters) makes one gesture, exudes tranquility and, according to Koek and Griffioen, is universally praised by shopkeepers, local residents and a client close to execution. "We put 35 men on this project. The construction parties were at the table very early on within an innovative working method and resolve changes in good consultation," Koek says. "They have to, because the retail market never stands still. For example, we scaled up the sustainability goals during development by adding a CHP, among other things. As a group, we also want to move toward a CO₂-footprint reduction of 50% by 2030. We will do this primarily with additional measures. Because this is partly a renovation project, we will deliver in phases: the Fresh! fresh market has already opened successfully. In 2019 we will finish phase South and the final delivery will take place in 2020."

Westfield Mall of the Netherlands is to become the retail destination of the Netherlands.

Urban unit
Then, if all goes well, the retail icon of the Netherlands will stand in Leidschendam. Now it is still Hoog Catharijne. "It is wonderful what has been realized in Utrecht," Koek acknowledges, "but purely as a retail destination and architectural landmark, Westfield Mall of the Netherlands will be just that from 2020." With stores and architecture that reinforce each other and an aesthetic soft gesture to the surrounding area. The outdoor area will be further scaled up with water and greenery and a relocated streetcar stop. In addition to landscape architect Okra and the municipality, URW and MVSA Architects also have involved input here. "You actually have an entire neighborhood in redevelopment, with local residents right next door. Then you have to make the quality leap together," Koek and Griffioen say jointly. "The urban design qualities of the 'Mall' and its surroundings will soon be intertwined."