December 20, 2018

Festival Place – Creating an inspiring brand

We’re pleased to see how Festival Place, a vibrant retail and leisure destination in Basingstoke, has successfully undergone a significant refurbishment programme to rejuvenate the centre and deliver a more inspiring customer experience. 

Air was appointed by owners AEW to help design enhancements to the centre’s interiors, branding and wayfinding, including its car park. 

Our job was to create a really inviting place for visitors; one that’s so easy to use, they can simply focus on having fun: somewhere friendly and memorable, rich in excitement with cutting-edge fashion and attractive, comfortable areas to relax and socialise in – basically, everything that encourages people to keep coming back again and again.

With this in mind, we created a modern and sophisticated new brand with a light-hearted and engaging tone of voice. The new look, feel and brand-language permeates all parts of the scheme, from wayfinding (static & digital signage) through to environmental graphics and brand touchpoints, including the new customer lounge which opened in March this year.

Festival Place comprises 1 million sq ft of retail and leisure space. Over the last two years, Air and its delivery partners’ involvement in the refurbishment programme has seen the centre strengthen its position in the North Hampshire region, with increased footfall by over two million taking the annual customer turnover total to 22.4 million. 

We are proud to have played a part in this success and look forward seeing Festival Place go from strength to strength in 2019.