Eldon Square launches “Future Heritage” creative platform as part of retail & leisure transformation

‘Future Heritage’ project will accelerate long term investment performance and deliver civic impact as part of sector-defining asset transformation and growth for Eldon Square 

Eldon Square has announced Future Heritage, a new creative sector platform developed with Newcastle College and Fenwick to champion emerging creative talent across the North East. As a proud patron of the British Fashion Council, Eldon Square is working to connect regional creative industries with national fashion platforms including London Fashion Week. 

The initiative forms part of Eldon Square’s ongoing transformation, embedding cultural programming and creative industry partnerships to strengthen commercial performance while deepening civic engagement across the destination. 

Announced at global real estate event MIPIM, the initiative will commence in March 2026, aligned with Eldon Square’s 50th anniversary. As the first activation of Future Heritage, approximately 80 Level 3 Newcastle College students engaged in fashion, textiles, marketing and art and design programmes have been tasked with producing fabric designs and fashion items celebrating Newcastle’s heritage in the context of Eldon Square’s milestone year. 

The project will culminate in a major showcase event in September at the soon-to-launch Freight Island, a ground-breaking 60,000 sq ft mixed-use entertainment venue in Eldon Square. The showcase is expected to form part of the British Fashion Council’s consumer programme during London Fashion Week. 

For Eldon Square, the platform reinforces its economic and social positioning, strengthening long-term commercial resilience through meaningful local retailer partnerships and relationships with key city stakeholders. Across the North East, this will further drive local prosperity and enhance reputation, creating long-term strategic and practical opportunity at every level while positioning Newcastle as a national benchmark for enduring public–private partnership in regional retail. 

By embedding education, the creative industries and civic partnerships into its marketing model, Eldon Square is delivering both strategic and local impact, with performance measurement built in. Social impact is deployed through measurable event and marketing platforms that unlock sales-accretive retailer collaboration and directly strengthen core KPIs -footfall, frequency, dwell time, advocacy and resilient rental performance – while creating a unifying identity that resonates with its loyal catchment. 

In 2025, Eldon Square welcomed 26.4 million visitors and delivered +4.3% total sales growth, significantly outperforming the BRC in-store non-food benchmark of 0.9%. The scheme also recorded the fastest regional brand recognition growth, demonstrating the commercial impact of its culture-led placemaking strategy. 

Pete Cooper, Director at XPE Group, said: “Retail real estate ownership has changed. Making it work now requires different modelling, management and mindset. Three years into our repositioning strategy, the numbers demonstrate what is possible when the civic and private sector align around a smart, mutually beneficial strategy. 

Future Heritage etends that approach. We are embedding cultural and local creative industries infrastructure directly into Eldon Square’s commercial fabric. Why? Because the creative sector is widely recognised as an outstanding future growth opportunity already outperforming many comparable UK sectors and it is a sector, particularly in Newcastle, where its cultural roots run deep. 

As a patron of the British Fashion Council, we are proud to support initiatives that connect regional talent with national industry platforms such as London Fashion Week, defending, promoting and elevating opportunity across multiple private and public platforms at once – in measurable ways. We firmly believe projects like these help shape how regional retail evolves and remains relevant in the coming decade.” 

Jon Ridley, Principal of Newcastle College, said: “This collaboration brings together organisations to celebrate and harness North East creativity and talent. By working with Eldon Square and engaging with international industry platforms such as the British Fashion Council, we are giving our students an accessible, supportive pathway to showcase their brilliance to industry. 

Experiential learning is central to our approach – students develop skills, networks and real opportunities to thrive. They are not just observing from the sidelines and making notes; they are hands on, shaping the creative and retail landscape of Newcastle and the UK.” 

The Future Heritage collaboration draws on Newcastle College’s specialist teaching teams and industry‑aligned creative programmes, ensuring students can deliver work that meets professional standards. 

Pam Smith, Chief Executive Officer at Newcastle City Council, added: “We are fiercely proud of the quality and longevity of our public-private partnerships. Eldon Square is a flagship asset for the city and a showcase for what Newcastle stands for. Maintaining that position means never standing still. 

Through initiatives such as Future Heritage, we are demonstrating how civic ambition and commercial discipline can work together through strategic partnerships to deliver recognition, results and resilience; all of which contribute to local pride and prosperity.”