Did those Westfield fuckers buy and rename THAT mall too?
Of all the things in the world, MALLS do not need brand identities. All large regional malls rent strollers and sell gift certificates. The better ones have a good selection of restaurants in the food court. I don't see anyone bypassing a mecca of commerce just because Sarah Ferguson's mugshot isn't plastered on the walls and the staff doesn't wear red jackets. Malls need brand identities like fast food joints need fucking tip jars.