As the UK retail sector begins its recovery following the winter lockdown, we’re revisiting the branding, wayfinding, and interior design that Air Design developed in 2018 for Festival Place in Basingstoke. This significant project played an important role in rejuvenating the shopping centre, transforming it into a modern and inviting destination.
Owned by AEW Europe, Festival Place in Basingstoke is an expansive 11.1 million sq ft shopping centre conveniently located off the M3. It boasts over 140 big brand stores, including well-known names like Next, Marks & Spencer, Apple, H&M, and JD, offering an exceptional retail experience. The centre also features more than 20 restaurants, such as Côte Brasserie, Las Iguanas, Wagamama, and Nando’s, providing a variety of dining options for visitors. In addition, the centre houses a 10-screen Vue multiplex cinema, which is once again drawing crowds to catch the latest blockbuster films.
Air Design’s new brand identity for Festival Place in Basingstoke reflects a modern, sophisticated image while maintaining a friendly, light-hearted atmosphere. The design language flows seamlessly across both static and digital elements, ensuring a consistent experience through the internal wayfinding signage, environmental graphics, and car park signage. This cohesive design approach helps create an engaging and visually appealing environment that guides visitors effortlessly through the centre. Notably, Air also developed key design touchpoints like the customer lounge concept, ensuring that every interaction with the centre is smooth and welcoming.
Since the redesign, Festival Place has become a key player in revitalising the shopping and leisure sector, bucking the trend of retail decline. The centre’s focus on creating a unique and enjoyable experience has contributed to an impressive increase in annual footfall, rising from 20 million to 22.4 million. This surge in visitors has attracted new brands and reaffirmed the centre’s role as a vital hub for fashion and lifestyle in the region. By enhancing the overall visitor experience through thoughtful design and branding, Festival Place has strengthened its position as a leading retail destination, poised for continued success as the sector recovers.