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Redefine secures gold at ICSC Awards

22 Jun 2016



Redefine International (“Redefine” or the “Company”), the income focused UK REIT, has claimed the top prize in the Corporate Social Responsibility category at the ICSC SOLAL European Marketing Awards for an innovative project at its Northampton retail asset, Weston Favell shopping centre. The awards, recognised as the most prestigious showcase of creative excellence for shopping centre marketing across Europe and South Africa, were held in Berlin on June 9, 2016.

Recognised as demonstrating leadership and innovation in the area of corporate social responsibility, Weston Favell’s ‘Movie Hub’ initiative stood out to the judging panel. The project, which gave 400 local children from the surrounding area the opportunity to work alongside film industry professionals on the set of the first operational film studio located in a UK shopping centre, beat out strong competition in a record year of 238 entries from 21 countries contending for this award. The resulting feature film, Fortune Cookies, will be released in cinemas nationwide.

The Corporate Social Responsibility category specifically looks at initiatives designed to educate, involve, influence or improve the well-being of a community, measuring success by the improvement to lives in the neighbourhood, with the Movie Hub project proven to have met or exceeded all of this criteria.

The judging panel included retailers, developers and investors and having received one of only seven Gold awards, Redefine and the Movie Hub initiative will automatically qualify for entry into the internationally-renowned ICSC VIVA Awards which recognise excellence in global shopping centre marketing, and takes place in May 2017.

Mike Watters, Chief Executive Officer at Redefine International, commented:

“Having beaten off competition from larger and bigger budget shopping centres across Europe and South Africa, this award is a fantastic achievement for Redefine and justifies the importance that our team places on CSR initiatives and community engagement across our portfolio of assets. It’s with great satisfaction to see the hard work of our team – particularly that of our Head of Marketing, Michelle Daniels – clearly recognised by such a prestigious panel of judges. This latest award, which comes in quick succession of our win at the British Council of Shopping Centre’s Purple Apple Marketing Awards last month, is a strong endorsement for our approach to CSR and creative marketing, generating momentum for the business following a transformational year operationally.”

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