JANUARY 2017

Mall of the Netherlands Leidsenhage will be completely renewed in the

coming years. After its expansion and renovation,

in 2019 the shopping centre will be known as

‘Mall of the Netherlands’.

IMAGINING THE SHOPPING EXPERIENCE OF THE 21ST CENTURY Shopping is subject to all kinds of trends and develop-ments. The ones who tune into these are making the best of today’s opportunities. The opportunity offered by online shopping in which brick-and-mortar retailing is primarily a marketing instrument to establish brand identity. The opportunity to make shopping a real experi-ence. The opportunity to offer consumers an inspiring day instead of having them run in and out of a shop. In short: the opportunity to attract crowds of visitors and get them coming back.’We decided to fully renew Leidsenhage because it has so much potential to become the ultimate shopping centre of the Netherlands. The location alone is fantastic: 2.4 million people within a 30-minute drive combined with outstanding accessibility. The nearby amenities such as the park and its body of water add to its attraction.’ Teun Koek, Project Leader, Unibail-Rodamco

THE NEW SHOPPINGWith its ideas for the Mall of the Netherlands, Unibail- Rodamco is tapping into the latest trends and develop-ments. This will be a unique, entirely enclosed shopping centre meant to offer visitors a great day out. This concept is completely unlike that of any other shopping

centre in the Netherlands. Leidsenhage will be satisfying the wishes of consumers and retailers by being trans-formed into a location where both one-of-a-kind local shops and national and international brands can display who they are. And all of this is supported by a beautiful mix of architectural quality, distinctive restaurants, special brand-related events, a large cinema complex, a high level of service for visitors, and an adjoining park with a body of water. The message running through everything? Discover what’s new, have fun, and be inspired to come back.

The retail mixA strong shopping centre has the right combination of shops ranging from distinctive brands in flagship stores to local shops known for their unique character. The more familiar chains will also have a place here, but the Mall of the Netherlands will be totally unlike other shopping centres. The emphasis here will be on diversity. What’s more, the Mall of the Netherlands will feature a number of unique brands found nowhere else in the Netherlands. Unibail-Rodamco will also encourage around 10 percent of the shops every year to make changes in their brands, designs or conceptual ideas so that the retail mix contin-ues to surpass the expectations of visitors.

The flagship storesThe emergence of the internet has changed the role of brick-and-mortar retailing. Large chains carrying several brands on their shelves are disappearing because consumers often use a retail environment for inspiration and then shop online. This gives the flagship stores an opportunity to focus on their own brand and present who they are, what they represent, and what they have to offer. The product can then be purchased on site from stock or ordered online. This way of shopping requires a strong brand identity, and the Mall of the Netherlands will offer every opportunity to display it.

The Designer GalleryOne corridor is being reserved for the Designer Gallery: a place where young and exciting local brands will have the chance to establish themselves. These could be distinctive fashion retailers as well as makers of hand-crafted furniture, artists, a bookshop and a trendy hairdresser’s salon. Trendy, original and fresh are key. The Designer Gallery will also provide a studio / event space for fashion shows, access to personal shoppers, and a special service area. This is where visitors can collect their online orders (and even try them on for size), have an attendant check their bags and coat, and purchase gift certificates. The Gallery will be a meeting point for watching shows and sharing shopping finds.

Fresh!The Mall of the Netherlands will also have a corridor earmarked for foods, particularly fresh foods, and appropriately named Fresh! These shops will be limited to ones that sell foods and fresh products that are pre-sented attractively and where consumers can do their grocery shopping in a unique environment. Here they can visit the baker, the butcher, the greengrocer and the fishmonger. And in addition to grocery shopping, people can also relax here and enjoy themselves since it will also be the scene for events like cooking lessons, tasting sessions and demonstrations.

THE LOOKTo attract and retain the best brands, a shopping centre has to respond to the needs and preferences of today’s retailers. Since they want more shopping space to enhance their brand perception, most of the storefront windows in the Mall of the Netherlands will be twice as high, thus allowing a spectacular display of brand identity. The facade materials will be selected individually for each retail unit in order to provide variety and originality. Each facade will be designed to perfectly reflect the image of that brand or shop. Particular attention will also be devoted to natural light, convenience, fragrance and sound. Shopping corridors throughout the shopping centre will be laid out in a figure eight pattern to make it easier for consumers to find the various zones. There will only be ‘warm’ areas, that will offer lots to see and do. Floor materials will also accentuate this form to make it easier to follow the figure eight.

Leading architect, Roberto E. MeyerThe designer selected for the Mall of the Netherlands was leading architect Roberto Meyer of MVSA Architects. This firm was also part of the Team CS that designed the Central Station in Rotterdam and designed ‘The Shoe’ accommodating ING in the Amsterdam Zuidas business district. ‘This is a dream project. Unibail-Rodamco is a global player with high ambitions that we can identify with’, says Meyer. ‘Our goal is to give this shopping centre an entirely new identity. It won’t be just a place to shop but also a place where visitors can enjoy spending their leisure time. One big change will be to make it an entirely enclosed space. It will offer a complete programme so that visitors can stay all day long, from breakfast to dinner, and then catch a film in the evening.’

Service for visitorsCustomer experience will be a high priority, so the Mall of the Netherlands will be committed to achieving a four-star level of service. This will mean sufficient parking, an inviting entryway, effective visual cues for navigation, free toilet facilities, clearly identifiable employees, and a reception desk. Other facilities will include umbrella lockers, umbrella bags, creative workshops for kids, children’s play areas, the free use of wheelchairs and strollers, telephone charging stations, free Wifi, iPad use, a personal shopper, drinking water fountains, refrigerated lockers for stowing groceries, shoe shiners, and toilet facilities with magnifying mirrors, umbrella hooks and a breastfeeding area. All these services are intended to make the shopping experience even more convenient and enjoyable. ’Service sometimes seems to be a taboo concept in the Netherlands, but we’re going to change all that. Visitors to the Mall of the Netherlands will have everything they could wish for. Visitors are sure to notice that we have considered everything for their convenience.’ Teun Koek, Project Leader, Unibail-Rodamco

Masterplan Opening Design phase Start buildStart demolition

Nov 2011 - March 2014 2019March 2014 - Jan 2016 1st half of 20163rd quarter of 2015

PLANNING AND PHASING

Plenty of relaxation and places to eatThe Restaurant Plaza with its spectacular interior design, turns a day of shopping into a real experience. Visitors can enjoy lunch, drinks or dinner in the amazing ambi-ance. The emphasis lies on exceptional and trendy restaurants and kiosks each with its own style and atmosphere.

The cinema complexTo make the day at the Mall of the Netherlands complete, it will have a Kinepolis 10-screen cinema complex equipped with ultra-modern image and sound systems, more than 2,200 comfortable seats with extra legroom, and an inviting lounge.

Free parkingWith free parking being part and parcel of a high service level, the Mall of the Netherlands will provide 4,000 parking spaces, much of them underground. The parking facilities will be provided with navigation to vacant spaces, extra-large family parking spaces, and charging stations for electric vehicles. There will also be a carwash with air pumps for car and motorcycle tyres.

Creating involvement To keep everyone who is interested in the Mall of the Netherlands actively involved in the progress being made on this new unique shopping centre, social media such as Facebook, Pinterest and Instagram will be available as well as the new website and the special app. The app will serve as the user’s personalised shopping guide.

Certificate of sustainabilityUnibail-Rodamco aims for a certificate of high standards when it comes to sustainability. All of this investor’s shopping centres satisfy these conditions, and the Mall of the Netherlands will also be progressive in this regard. This will include not only minimising energy consumption and using effective waste separation but also creating jobs and internships.

About Unibail-RodamcoUnibail-Rodamco is a listed French-Dutch company that owns large regional shopping centres in the most important cities in twelve European countries. In the Netherlands, Unibail-Rodamco is known for its shopping centres Stadshart Amstelveen, Citymall Almere, Stadshart Zoetermeer and Leidsenhage. As owner, Unibail-Rodamco is engaged in the active management of its shopping centres by updating and continuing to develop its retail mix in order to respond to the changing needs of Dutch consumers.More information about Unibail-Rodamco is available at www.unibail-rodamco.com.

About LeidsenhageLeidsenhage is majority-owned by Unibail-Rodamco.In cooperation with the shopping centre’s cooperative owners’ association and the Municipality of Leidschen-dam-Voorburg, Unibail-Rodamco developed an ambitious plan for the redevelopment of Leidsenhage into the Mall of the Netherlands. Unibail-Rodamco is investing almost 500 million euros in the realisation of these plans.

You can follow the renovation of Leidsenhage at www.leidsenhagevernieuwt.nl.

REFERENTIEPROJECTEN UNIBAIL-RODAMCO Mall of ScandinaviaConsidering its similarities with the Mall of the Nether-lands, the Mall of Scandinavia in Stockholm is a greatreference project developed by Unibail-Rodamco. This shopping centre features excellent architecture,a mix of national and international flagship stores and unique local shops, and innovative concepts such asthe Designer Gallery and the Restaurant Plaza. Within 10 months after opening, this shopping centre had already welcomed almost 12 million visitors. More information: www.mallofscandinavia.se.

SoQuest and AerovilleThe two renovated shopping centres in Paris are excellent examples. SoQuest is a renovation project in the urban heart of Paris. Although smaller in size, its luxurious environment is similar to that of the Mall of the Nether-lands. Aeroville is completely new. Like the Mall of the Netherlands, the emphasis here is also on the kind of retailers with new brands that have chosen to locate here as their entry into Europe or France. More information: www.soouest.com en www.aeroville.com.

’Unibail-Rodamco’s international network and unique portfolio of leading shopping centres allows us to provide new brands with a platform at several locations in Europe all at once. In the Netherlands, the Mall of the Nether-lands will be perfect for this and definitely appeal to distinguished brands. Negotiations are already fully under way.’Teun Koek, Project Leader, Unibail-Rodamco Key figuresOpening: 1974First renovation (Liguster expansion): 1998Redevelopment: started in 2015 Completion: 2019

INDICATOR NOW 2019

Visitors 8 million 12-14 million

Total m2 (including restau-rant plaza, cinema complex and recreation) 75,500 116,000

Population of catchment areas 1+2+3 2,400,000 2,400,000

Parking spaces 2,902 4,000

Parking zones 5 5

Retail units 180 approx. 280

Restaurants 6 approx. 20

Cinema screens N/A 10

Cinema seats N/A 2,200

Investments including purchase of retail premises

almost500 million

CONTACTS AT LEIDSENHAGE

Shopping Centre ManagerMonique van Geemert (Unibail-Rodamco) +31 6 12 97 15 51

Project communicationsJeroen Cieremans (CieremansVanReijn)+31 6 54 95 21 21

E-mail: info@leidsenhagevernieuwt.nlwww.leidsenhagevernieuwt.nl