BWP names Atria

Award-winning, global retail marketing agency, BWP was appointed by real estate investment and management company, Global Mutual and global real estate property manager, Savills to help reposition and reinvigorate intu Watford after its recent acquisition.

To create Atria Watford, BWP delivered strategic consultation, renaming and repositioning, creation of a compelling new brand and identity and creative concepts. Work required liaison with all key stakeholders including the on-site team, investors, asset managers and even presenting to the local mayor.

The name, Atria Watford was inspired by the light and airy feel of the scheme and the unique feature that shoppers can see the sky at any point within the centre.

CEO of BWP, Richard Beasley said: “We are delighted to have been selected for this brand marketing and design project by our industry colleagues at Global Mutual and Savills. The work delivered for this project was vital in stabilising the asset, regaining consumer and brand confidence and supporting leasing initiatives. The new name and new look now perfectly positions the scheme for a bright future ahead.”