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Article: Worthy of Michigan Ave.? Sounds like Schaumburg.(Opinion)(Westfield Shoppingtown)(Brief Article)
- Article from:
- Crain's Chicago Business
- Article date:
- September 22, 2003
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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We knew it was coming, but we still were taken aback when the banners went up rechristening the Shops at North Bridge mall on Michigan Avenue "Westfield Shoppingtown.''
The new name comes courtesy of the upscale vertical mall's new investor, an Australian mall company that takes considerable pride in a "branding strategy'' that consists of slapping its chirpy moniker on all its properties. That strategy may work for the hundred-odd suburban malls in the company's portfolio, but Michigan Avenue requires something a bit more sophisticated.
"Westfield Shoppingtown'' fits in on Boul Mich about as well as Sansabelt slacks at a Prada opening. In pursuit of ...