Pyott has this week completed the first stage of a £40 000 identity project for three UK ‘leisure-retail’ developments, in Glasgow, Leicester and Southampton.
The existing sites, which are being redeveloped by Heron International, will each retain their own identity. It is the first time the usually office-led developer has created leisure concepts in the UK.
The Glasgow site, The Quays, is scheduled for completion first in June 2004.
The consultancy has created brand identities for each site which will be applied from this week in Glasgow to temporary signage and marketing collateral. Full-scale graphic language and signage will follow later in the year at all three sites, as well as marketing literature and websites.
‘The signage will be part of the experience,’ says Pyott managing director James Pyott. ‘Some will be abstract and some more consumer-led. We need to add character to the sites to create impact.’
The consultancy won the project without a pitch, according to a Pyott spokeswoman, on the strength of previous work with Heron in Europe, on Heron City shopping destinations in Valencia and Stockholm.
The UK developments will differ from their European counterparts, as they are not new-build, but constructed on existing sites.