Westfield Valley Fair Launches ‘The Digital District’ Brand Incubator

Westfield Valley Fair in San Jose is launching ‘The Digital District’ incubator zone as part of owner URW’s $1.1-billion vision for its center-wide expansion and revitalization program. The curated zone will be a home for launching “digitally native vertical brands” (DNVBs) growing from screen-to-door models to a high-touch consumer showcase reality.

The exclusive collection of storefronts in the center is designed specifically for these growing direct-to-consumer brands, offering a flexible entry point for a storefront presence. The Digital District is fully customizable, and URW’s team of retail design specialists will work hand-in-hand with each concept to spotlight their brand.

The concept launches with five brands, including: Felix Gray; Ghost Democracy, Goodies, Lett, and We The People.

According to Valley Fair’s Colin Shaughnessy, the space will help brands “reach new customers by providing a dynamic, flexible alternative to traditional ‘in-line spaces,’ with fewer barriers to entry than traditional leasing models.”

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