Peter Knapp, Landor executive creative director for Europe and the Middle East, says the aim is for the name and brand to ‘take its place in history and become a well-recognised part of Manchester’.
Landor was appointed by The Co-operative Group’s property division about 14 months ago following a pitch involving UK and international groups, according to Knapp.
The £800m Noma development will be on land owned and assembled by The Co-operative Group, on a site stretching from the Shudehill Interchange and Victoria Station in the south to the Angel Meadows in the north east. It will comprise office, retail, residential and leisure development and also house The Co-operative Group’s head office building.
The Co-operative Group is currently initiating talks with possible joint-venture partners about taking part in the ten- to 15-year development.
Knapp says, ‘It was important that the brand resonated with both potential business partners and the man on the street.
‘From a brand point of view we have tried to make the identity part of the fabric of the site, looking at its past, present and future.’
He adds, ‘The idea of celebrating diversity is important – both the diverse history of the site and the mixed use of the development.
’We were looking to create the same sort of resonance as other well-known districts such as Soho and Tribeca.’ The 53º tagline references the latitude of the site.
Knapp says local agencies will be involved in the roll-out of the brand through communication channels.