Bluewater has become the first British shopping centre to create the role of retail brand partnership manager, in an effort to attract brands as well as retailers.
Stephen Wall, who previously managed Sun Microsystems' sponsorship of McLaren Formula 1, has been appointed to the job.
A Bluewater spokesman said the new post would help to drive commercial brand ventures, such as the launch of the Land Rover Experience last year and the Nestle All Stars Action Zone in April. He said commercialisation has led to a doubling of income over the past 12 months and driven footfall, lengthened customer dwell time and boosted retail spend. Bluewater also has brand partnerships with cosmetics name L'Oreal and carmaker Ford.
Wall will head a dedicated commercial team of seven. More than 27 million people visit Bluewater every year.