Hammerson | Grand Central, Birmingham

Services Provided

Brand Development | Marketing Strategy | Rebranding | Construction Communications | E-Marketing | Web | Video | Print and literature | Internal Communications | Event Support

Location

Birmingham

Overview

Our client acquired the dated Pallasades Shopping Centre in the heart of Birmingham with a vision to transform it into a modern, premium shopping and lifestyle destination atop New St Railway Station, the busiest transport hub in the UK outside of London. Partnering on the project from inception, we repositioned the destination and gave it an extensively consumer-tested new name and brand ID, conveying the offer of a more premium experience to travellers and shoppers. Attracting new retailers and operators was part of our brief, and was successfully fulfilled 18months from opening, as well as ongoing consumer engagement throughout construction leading to a truly magical launch. Today, the centre attracts over 40million visits a year. And growing!