The brief was deceptively simple. Design and build a ‘Covent Garden’ for the north and the theme was to be based on the famed artist and architect Charles Rennie Mackintosh.
The brief might have been simple, but the solution was far from simple.
- Create an engaging shopping experience to attract high-end retailers to the proposed ‘Covent Garden of the north’.
- All the rentals to be the same over all five floors which the leasing agents were nervous being able to achieve. The rental levels set by Guardian Royal Exchange, hadn’t be achieved on a multi-level shopping centre before, let alone five levels.
Using neuro-architectural techniques with rational and emotional engaging tools to encourage shoppers to move both horizontally and vertically through all five floors of the centre.
- With lower than standard construction costs, the ROI is significantly high.
- The original design has remaining virtually unchanged throughout its 30 years of trading due to its timeless design qualities.
- Just over 50% of the original retail tenants’ leases are still active 30 years later.
For more detail got to the Princes Square Case Study