CSC owns centres including Essex’s Lakeside and Manchester’s Trafford Centre.
The £7million year-long rebranding project will see the new Intu name become a prefix, for instance the Intu Trafford Centre. The new name arrives just over two years since the company was rebranded CSC after a demerger from Liberty International.
The rebrand will see all 12 CSC shopping centres renamed, aiming to create a more effective consumer-facing brand when the name change comes into force next month.
From May this year the new branding and visual identity will be rolled out across the centres’ signage and consumer-facing materials.
The exercise will also see changes to the centres’ interiors.
David Fischel, CSC chief executive, says, ‘We are investing £25million in digital infrastructure, an eCommerce website and a new brand.’
The wider £25 million project also sees the launch of the new intu.co.uk website in April this year, a platform that will aggregate the fashion retailer websites and allow customers to shop as though they were in a mall.
CSC says £7milllion of the project will go towards rolling out the identity, including physical changes at the centres and the employee engagement programme, while £8million will be used to install a fibre-optic network in every centre to give customers free broadband access. The remaining £10million will be spent on developing the new website.