BMB wins £5m White City development task

Beattie McGuinness Bungay has been appointed by the shopping centre group Westfield to prepare for the launch of the new White City complex in West London.

BMB will be working on the development of a creative identity for the shopping mall and on the creation and co-ordination of a launch campaign, believed to be worth £5 million. The £1.5 billion development is being built on disused land alongside the West Cross Route in White City.

The campaign will include the design and production of brochures and catalogues to attract retailers and customers to the centre. BMB has already produced a corporate film promoting the mall, and will also develop a consumer-facing TV ad campaign as the launch in 2008 approaches.

The agency will also be responsible for naming a new Underground station on the Hammersmith & City line, opposite BBC TV Centre.

The development, which will be Europe's biggest when it opens, is billed as an upmarket shopping centre, focusing on fashion labels, high-street names and eating out. Retailers already linked to the site include Debenhams, Marks & Spencer and Zara.

Westfield is the Australian developer behind the Bondi Junction project in Sydney.