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Uber wants its customers to relax, and not just when they’re in cars. Enter the Uber Lounge, a new initiative in partnership with Westfield to open physical pick-up and drop-off locations that offer Uber riders and drivers seating as well as ride assistance in some locations. The development is a grand showing of Uber’s branding, an advertisement beyond billboards and digital displays in cities across the U.S.
The new lounges will appear at all 33 of Westfield’s shopping centers in the U.S., starting with Century City in Los Angeles and roll out over the next few weeks. Uber described the area as featuring an ultra-modern design, sleek seating, and other amenities.
Five locations will offer driver assistance via a live, in-person representative referred to as an Uber ambassador. That person will be able to answer questions and also help onboard any new drivers.
The initiative is one way Uber is trying to win the love of customers and of cities. Earlier this year, Uber faced backlash after it turned off surge pricing during protests of the travel ban. That decision along with the former Uber CEO’s initial willingness to join President Trump’s advisory council helped launch the #DeleteUber movement. Of course, that wasn’t all the bad news that inspired disgust and distrust with the brand. The company also faces continues regulatory challenges with individual cities across the world. Last month, Uber lost its license to operate in London.