As the UK retail sector begins to recover and rise following the winter lockdown, we’re revisiting the branding, wayfinding and interior design we developed in 2018 for Festival Place.

Owned by AEW Europe, Festival Place is a 11.1m sq ft shopping centre situated in the centre of Basingstoke, just off the M3, housing over 140 big brand stores including Next, Marks & Spencer, Apple, H&M, Jack Wills, and JD. It is also home to over 20 mouth-watering eateries including Côte Brasserie, Las Iguanas, Ask Italian, Pizza Express, Wagamama, Pret, Gourmet Burger Kitchen, and Nando’s along with a 10 screen Vue multiplex cinema as the blockbuster films begin to hit the big screens again.

The new brand identity Air developed presents a modern and sophisticated image whilst still creating a friendly, light-hearted and welcoming ambience throughout the space. The design language is carried throughout the static and digital elements of the internal wayfinding signage, the environmental graphics and the car park signage to enhance the customer experience and to create an engaging and consistent ambience across the scheme. Air also developed the concept design for key brand touchpoints such as the customer lounge.

The project has helped to rejuvenate this vibrant retail and leisure destination. At a time when headlines were telling of doom and gloom as online sales hit the high street, Festival Place bucked the trend with annual footfall growing from 20 to 22.4 million, helping to attract new fashion and lifestyle brands to the centre.