Realis Estate’s £350 million redevelopment of the old East West Centre in Stoke-on-Trent city centre has reached a new and exciting phase. The project, one of the most important new schemes in the UK retail property development pipeline, has been given an exciting new name – City Sentral – and logo.
Developed by specialist London agency Underscore – a branding consultant with long standing links to Stoke-on-Trent – the new brand was unveiled at the UK’s most important retail property conference and exhibition BCSC in September 2011, where it received excellent feedback from the retail property sector and generated a lot of interest from potential operators.
Realis Estates’ Managing Director Duncan Mathieson said: “These are exciting times for the redevelopment of the East West Centre. Working with our partners at Stoke-on-Trent City Council, we have continued to push forward with this important project through the economic downturn because we believe that there is a real need for a new regional retail and leisure destination that brings shoppers back to Stoke-on-Trent from competing locations such as Manchester and Birmingham and acts as a catalyst for the council’s wider regeneration plans to the benefit the whole city.
“As we now move toward the leasing phase, we needed a new brand to position the scheme in the minds of retailers, clearly distinguishing it as something completely new and different from the old East West Centre. The brand also highlights the scheme as a new centre for the city of Stoke-on-Trent and emphasises the cohesion of the six towns.”
The BCSC Conference & Exhibition is a really important opportunity for us to bring the new scheme to the attention of top retailers and their advisors and we look forward to some very fruitful discussions.”
Councillor Mark Meredith of Stoke-on-Trent City Council, added: “Delivery of the magnificent City Sentral complex will make Stoke-on-Trent a regional shopping centre. It will also create an iconic and safe bus station of which we will all be proud. The city is changing rapidly and the latest announcements by Realis send out a strong and clear message that we can and will turn our dreams in to reality.”
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