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.
Owned by AEW Europe, Festival Place is an expansive 11.1 million sq ft shopping centre located conveniently off the M3. The centre features over 140 big brand stores, including Next, Marks & Spencer, Apple, H&M, and JD, as well as over 20 restaurants such as Côte Brasserie, Las Iguanas, Wagamama, and Nando’s. It also boasts a 10-screen Vue multiplex cinema where blockbuster films are drawing crowds once again.
Air Design’s new brand identity for Festival Place reflects a modern and sophisticated image while maintaining a friendly, light-hearted atmosphere throughout the space. The design language flows seamlessly through both static and digital elements of the internal wayfinding signage, environmental graphics, and car park signage, helping to create an engaging and consistent ambiance. Notably, Air also developed key design touchpoints like the customer lounge concept, ensuring that every visitor interaction is smooth and inviting. Since the redesign, Festival Place has helped rejuvenate the shopping and leisure destination, bucking the trend of retail decline.
Annual footfall has grown from 20 million to 22.4 million, attracting new brands and reaffirming the centre’s role as a vital hub for fashion and lifestyle in the region.