Festival Place is a 1.1 million sq. ft shopping centre situated in the heart of Basingstoke, housing over 140 big brand stores, 20 mouthwatering eateries and a multiplex cinema. Air was appointed by AEW Europe to create a new brand positioning, wayfinding and interior enhancements.


Festival Place’s image had become tired and dated, the challenge was to create a new image that reflected the quality of the retail offer and attracted a new affluent type of shopper.


We created an inspiring brand solution and introduced modern signage, colourful graphics and contemporary furniture. The marketing team were handed a newly designed suite of tools to help attract new brands and customers.


Air Design’s solution has already started to attract a new set of retailers and the mall delivers an environment that’s fitting for its audience.