What do you see?A shopping centre, or an opportunity to put smiles on faces?


At a glance
  • A £25m revamp
  • 10 shopping centres
  • Show-stopping 3D birds created
  • Gold at Transform Awards Europe 2015
  • Ongoing relationship with new sites in UK and Europe
The opportunity

Surprise and delight at every turn

Shopping centres are so much more than a collection of retail outlets. People expect to get a warm and welcoming experience where they can socialise with friends in bars and restaurants as well as bag a bargain in the shops.

In a move to create a clearer and more fulfilling experience, Capital Shopping Centres rebranded as Intu and underwent a £25m rebrand involving 10 shopping centres, nationwide.

The new identity was created by Landor Associates with the essence of  ‘joy’ at the heart of the brand. We were chosen to implement it and bring a smile to customers faces across all external branded elements, customer service desks and across a number of site specific brand interventions.

We continue to work with Intu on new sites in UK and Europe.

The result

A brave new era in retail

A unique customer experience is now at the heart of each Intu shopping centre. By ensuring the customer is surprised and delighted at every turn, it signals a brave new era for retail.

This work contributed to a win of Gold in the Best Implementation category at the 2015 Transform Awards Europe.

Our approach

Delivered the brand with quality and cost certainty

We conducted site audits at each of the centres to enable full brand schemes, cost scenarios and statutory permissions to be secured. They also allowed us to advise on where there may be other opportunities for brand enhancement.

Armed with indepth knowledge of the estate we developed the design of the physical form of the new Intu identity, bringing it to life through careful selection of materials, finishes and illumination. 3D Intu birds designed to be ‘show-stopping’ pieces, helped re-enforce the brand.

Intu bird fabrication Intu bird Intu external signage Intu signage detail

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