Scentre Group BrandSpace hosts inaugural Upfront, unveiling the World of Wonder and the power of real-world media

Scentre Group’s BrandSpace, the media division of Scentre Group, has hosted its first-ever Upfront, unveiling its new trade positioning, The World of Wonder, centred on delivering immersive, emotionally driven brand experiences at scale.

The event brought together some of Australia’s leading marketers, agency executives and brand partners, positioning Scentre Group’s 42 Westfield destinations across Australia and New Zealand as one of the region’s most powerful real world media platforms at a time when capturing customer attention has never been more competitive.

BrandSpace is reframing the opportunity, calling on brands to rethink how they connect with audiences, shifting the focus from volume of exposure to rebalancing the equation of premium environments and reach working together.

Adam Sadler, Scentre Group BrandSpace Media General Manager, said:

“In 2026, brands are turning to environments where attention is earned. I’m proud to unveil our new value proposition, The World of Wonder, which reflects our ability to provide extraordinary brand experiences for our partners. Large Destination Retail is redefining retail out-of-home, now proving to be one of the strongest performing traditional media channels for ROI.”

The Upfront reinforced Scentre Group’s strategy and ambition for growth and outlined a series of recent and upcoming BrandSpace and partner initiatives around scaling partnerships, research initiatives alongside new planning tools and measurement findings.

BrandSpaces’ Upfront reflects an ongoing shift in how media platforms should be understood today. Not simply as reach drivers, but by the quality of connections those environments can create.