About

Working with the St David’s Partnership, Cardiff City Council, architects and brand consultants to deliver a full signing and digital design scheme for the 130,000sq.m St David’s mixed-use development and wider Cardiff city signing scheme.

50,000 visitors in three hours

Brief

Air was originally appointed by Land Securities to design and deliver the wayfinding signage for the St David’s shopping centre in Cardiff city centre. Our remit included digital touchscreen kiosks and a full website design, to be developed in line with the existing centre brand. Following the success of this work, we were then asked to extend our solution into the public realm, creating a wayfinding system for Cardiff city itself.

Solution

The touchscreens and website can be updated by staff simultaneously through an easy to use content management system. As well as information about the centre, live public transport data feeds into the touchscreens. Our design implements the brand consistently across the touchscreen product design, interface and website; using the same typeface, an established palette of colours and pattern etching on the signs themselves. The city wayfinding scheme was developed in line with the St David’s solution and highlighted the centre as a prime city destination to encourage additional footfall.

Result

The refurbishment of the centre has been a huge success. Footfall figures in 2010 were 70% up on those from 2008 and the average spend has increased by a significant 60%. The website and touchscreens have also been harnessed to support a successful social media presence. St David’s was crowned international shopping centre of the year in 2010 by Global Retail Leisure International.