Essex’s Lakeside Shopping Centre and Nottingham’s Victoria Centre are going big on rebranding. It’s down to SGS UK Retail unveiling “dynamic new brand identities” for the pair, marking “a bold new chapter for the centres”, both of which are key destinations in their regions and have been for decades.
 

The strategic brand refreshes form part of SGS UK Retail’s “portfolio-wide enhancement programme, featuring significant investment” across retail, F&B, leisure and customer propositions. 

The latest development follows a recent “lauded” rebranding “to reclaim atria Watford’s Harlequin heritage”. Now Lakeside and Victoria Centre are being given similar treatment to “support their distinct market strengths to drive commercial potential”.

Marking its 35th anniversary this year, Lakeside has been given a “bold identity refresh”, also drawing on the centre’s heritage “while expressing its ambitious evolution, with a focus on leveraging the diverse external environment, including the lake, to create a completely unique retail and leisure proposition”. 

Through (unrevealed) strategic CAPEX investment, the centre will “redefine what is possible for a flagship destination and set itself up for future decades as an integral part of the UK social landscape”, said SGS.
 
Over at Victoria Centre, its refresh “honours over 50 years of retail leadership” in the heart of Nottingham. The new brand “takes inspiration from both the centre’s iconic city centre location and its urban customer base – with a clean, fresh logo creating a simple, eye-catching identity”. 

Strategically, the rebrand “supports the centre’s ongoing asset management approach, using its unrivalled location to attract retail and F&B operators that address the wants and needs of the local community, including over 60,000 students”, it notes.
 
The rebranding rollouts include new signage, enhanced websites and staff uniforms. These will be promoted via bespoke marketing campaigns led by SGS’s agency, BWP Group, it added.
 
Claire Barber, CEO at SGS UK Retail, added: “These rebrands aren’t about changing what makes them special; they’re about amplifying each destination’s unique strengths.”