Brookfield has quietly pulled a familiar name out of storage, reviving the GGP brand for its U.S. retail arm and signaling that it is done playing defense. At a Bisnow summit in Chicago on Wednesday, GGP CEO Kevin McCrain told the crowd, "We're on offense now," and pointed to west suburban Oakbrook Center as the model he wants to replicate. The rebrand went live in early January with overnight office signage swaps that even caught some new hires off guard, McCrain said.
As reported by Bisnow, Brookfield leaders decided last August to bring back the GGP name but kept the plan tightly under wraps. Staffers were briefed only about 30 minutes before the news hit the market. McCrain framed the move as a way to give the retail operation its own public identity while leaning on a brand that still carries weight locally. The speed of the rollout, including signage that switched out the weekend before Jan. 5, shows how tightly choreographed the relaunch really was.
Oakbrook As The Template
McCrain singled out Oakbrook Center in the western suburbs as the case study for where GGP wants to go. He said the center "does well over $1,500 a foot in sales" and confirmed the company is in talks to expand its footprint there, according to Bisnow. Oakbrook's microstrategy, built on differentiated uses, constant upgrades, and a carefully curated tenant mix, is the playbook GGP hopes to run at its best-performing suburban properties. If those Oakbrook talks advance, expect local leasing chatter and visible capital projects to be the first clues.
Where GGP Stands Now
The rebadged GGP is pitching itself as a national owner-operator with a defined lane. GGP's website lists a portfolio that spans 35 states, with more than 95 retail assets totaling roughly 95 million square feet, and highlights targeted leasing and placemaking services. That scale, paired with GGP's appeal to digitally native brands that now want brick-and-mortar space, is why Brookfield executives say the unit functions as a distinct commercial business inside the larger company. For tenants and local officials, the shift reads as a tighter focus on sales productivity and curated retail experiences, not just keeping the lights on.
Back To Chicago Roots
Brookfield's move to resurrect the GGP name also plays as a local nostalgia card. The decision was described as a nod to the brand's Chicago DNA and its decades of relationships in the region, as Crain's Chicago Business reported. Brookfield acquired the original GGP business in 2018, and executives told local reporters the rebrand is meant to signal continuity with that legacy while sharpening a growth-first pitch to retailers and investors. Giving GGP a clear identity also helps when the team is out selling leases, pitching capital plans, and floating redevelopment concepts, center by center.
Industry Context
Owners of top-tier malls have been pouring money into placemaking and new uses for years, and many say the pace has picked up as online-born brands test physical stores. In a 2024 Q&A, Retail Dive quoted McCrain as saying the "death of the mall was a myth" and that stores are still critical for building deeper customer relationships. For Chicago-area shoppers, that approach tends to show up as more restaurants and entertainment, tighter brand lineups, and higher-grade renovations at already busy centers.
For suburban shoppers and local retailers, the revived GGP badge signals an even harder focus on sales per square foot and on place-making investments. Watch for announcements on expansions, new leases, and capital projects at Oakbrook and other high-performing centers as the company puts its "offense" strategy into motion.
