Fans gather to experience a celebration of Lady gaga’s Love for sale with live and streamed performance presented by Westfield
30 September - In a first for our industry, URW brought fans together digitally on our revolutionary live.westfield.com platform and on Instagram, as well as physically at over 20 events in 10 countries, to enjoy 12-time Grammy and Academy Award winning artist Lady Gaga in a one hour globally streamed performance celebrating her new duets album with Tony Bennett, Love for Sale which has its official release 1st October.
Caroline Puechoultres, Chief Customer Officer for Unibail-Rodamco-Westfield, commented: “Whether physically or virtually, Westfield offers the power to bring people together and share unique experiences across a global network. A huge thank you to Lady Gaga for never failing to deliver the best for her fans - partnering with this music icon has allowed Little Monsters and Westfield customers from all over the world to come together to celebrate her forthcoming album with Tony Bennett, Love for Sale, through an amazing 360 experience. We expect to see many more partnerships of this kind as brands and artists continue to raise the bar in delivering the newest and best experiences for their audiences.”
Lady Gaga said: “It’s so important to me to reunite with my fans after such a long time of not being able to sing for them and I so appreciate Westfield being supportive of that being an experience that is brought through jazz music. Jazz music is the greatest music that I believe exists in America and for us to all to be experiencing it together and coming together to watch it, sing it, to listen to it, to cheer for it…this is all that I could hope for. I just want to express my deep gratitude to all the fans that were here tonight.”
The virtual live.westfield.com experience provided a complete, fully loaded 360 experience with interactivity, gamification, early/exclusive access to new music, charitable giving, virtual-meets-hybrid experiences, and even a virtual live shared viewing capability with a ‘Watch Together’ function where Gaga lovers could create their own private room to view with friends or interact via the live chat functions.
At the 21 Fan Zones in the US, UK and Continental Europe consumers enjoyed the concert, which kicked off with the icon performing Luck Be a Lady, in intimate pop-up jazz theatre settings inspired by the new album. With a five-piece jazz band accompanying her, and flooded in chandelier lighting, Lady Gaga performed several new tracks including Night and Day, Let’s Do It and Fly Me to the Moon. She also wowed with pared back solo versions of some of her biggest hits - Poker Face and Born this Way. The concert ended with a high energy delivery of New York, New York which brought the show to a close as fans danced and sang along at viewing parties in cites around the world including in London, LA, Paris, Barcelona, Stockholm, Vienna, Netherlands, Prague and Warsaw.
The program was a strong demonstration of the seamless digital and physical network that URW is building under its iconic Westfield brand, which embraces the company’s purpose to Reinvent Being Together by engaging customers and bringing them together in both traditional and new ways; and which allows us to deliver amazing results as a launchpad and platform for retailers, artists, and brands.
For those who missed the performance, it is available to watch at https://www.youtube.com/c/WestfieldLive until 14 October.
