Unibail-Rodamco-Westfield wishes to strengthen its digital presence.

A new platform has been created on which the real estate company will be able to offer loyal visitors to their selected Westfield destinations experiences in a new format. Mall of Scandinavia is one such destination.

The first is an exclusive concert with Lady Gaga, where members have the chance to hear ahead of time the jazz album the star recorded with icon Tony Bennett.

– As a company, innovation is in our DNA, and we are proud to be able to invite our customers to a new type of digital experience. Customers will not only have the opportunity to attend a unique concert preview, but will also be able to meet physically or digitally with friends and fans from all over the world. Our goal as owners is to create new ways of being together and I think that’s well symbolized in what we’ve managed to create here, says Louise Ryning, operations manager for Unbail-Rodamco_Westfield, in a comment.

21 Westfield destinations around the world are hosting the concert at the same time.

Members can watch the concert at home where they can also communicate with others who are watching.

It also creates an opportunity to see the concert take place in the Westfield Mall of Scandinavia where a special fan zone is created.

In the future, the platform will be used for other types of activations in the mall.