Westfield links up with Uber

Uber has partnered up with Westfield to offer customers a streamlined transportation experience for shopping, dining or going to movies at Westfield malls.

Westfield Century City

The new partnership will carve out a special Uber waiting area so customers can easily locate their cars. Westfield will have designated drop off and pick up areas for riders at its malls, and will digitally map those locations into the app to reduce confusion about where the car is.

Westfield prides itself on streamlined parking and a large assortment of amenities at its properties. William Hecht, Westfield's chief operating officer in the United States said the Uber partnership will "leverage modern technology in a way that makes it more convenient than ever to travel to and from any Westfield destination."

Westfield is also experimenting with a permanent Uber waiting lounge. According to the company's statement, it will feature ultra-modern design and "unexpected customer amenities."

The Century City location is a prime spot to experiment with this new model. Customers can shop and then easily Uber to Hollywood, Beverly Hills or Santa Monica from the central location.

Westfield plans to roll out between one to ten Uber stations at its other properties. The format will resemble a taxi stand at an airport. An Uber brand ambassador will staff the booth to ensure good customer experience transitioning from shopping to transportation.

Amy Friedlander Hoffman, Uber's Head of Business Development & Experiential Marketing explained that "partners like Westfield play an important role in cities and how people move within them, so we're excited to work together on this first of its kind initiative."

The Uber Lounge will debut at Westfield Century City in LA, which is currently undergoing a $1 billion dollar renovation. The Uber Lounge is slated to open this fall when those renovations are complete.

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