Midlands contract for Groupe Leçon

Groupe Leçon presented concept designs for the branding and environmental design of a £10m retail and leisure park in the Midlands, last week.

The consultancy, which expects to command a six-figure fee for the work, has been tasked with creating a full communications package for the Windmills Retail Park scheme, situated in Smethwick near Birmingham, as well as designs for the physical landscape. Browne Smith Baker is the architect.

The design element of the scheme has a budget of £500 000.

Property developer Modus Group, which is responsible for the project, is expected to pass concepts in April and work will begin on-site by the end of the year, says Groupe Leçon design director David Lett. The scheme is due to be completed in the summer of next year.

Groupe Leçon will create the ‘streetscape’, lighting, signage and street furniture. The consultancy will also work with local artists to develop a series of glass sculptures.

The communications strategy, which includes identity, marketing communications, presentation materials and advertising, is aimed at attracting tenants, investors, and eventually the public. No website is planned.

The theme of the design for the brand identity will be carried through the physical landscape of the park, says Lett.

‘We need to give the site personality. We have been briefed to look at a way of integrating the historic context of the site with something that is contemporary.

‘The history of the area is glass smelting and we’ve used these historical references to create a branding strategy for the scheme,’ Lett says.

The consultancy, which was appointed six weeks ago, won the work without a pitch.