SGS UK Retail unveils dynamic new brand identities for two of the UK’s most established retail and leisure destinations: Lakeside Shopping Centre in Essex and Victoria Centre in Nottingham. These simultaneous rebrands mark a bold new chapter for centres, both of which have held iconic status in their regions for decades.

These strategic brand refreshes form part of SGS UK Retail’s portfolio-wide enhancement programme, featuring significant investment across retail, F&B, leisure and customer propositions. Following the recent, lauded rebrand announcement to reclaim atria Watford’s Harlequin heritage, the repositioning of Victoria Centre and Lakeside will also support their distinct market strengths to drive commercial potential.

Marking its 35th anniversary this year, Lakeside is strengthening its status as an internationally renowned shopping and leisure space and Essex landmark. The bold identity refresh draws on the centre’s heritage while expressing its ambitious evolution, with a focus on leveraging the diverse external environment, including the lake, to create a completely unique retail and leisure proposition. Through strategic CAPEX investment, the centre will redefine what is possible for a flagship destination and set itself up for future decades as an integral part of the UK social landscape.

Victoria Centre’s refresh honours over fifty years of retail leadership in the heart of Nottingham. The new brand takes inspiration from both the centre’s iconic city centre location and its urban customer base – with a clean, fresh logo creating a simple, eye-catching identity.  Strategically, the rebrand supports the centre’s ongoing asset management approach, using its unrivalled location to attract retail and F&B operators that address the wants and needs of the local community, including over 60,000 students.

The two destinations will roll out their transformed brand identities through striking new signage, enhanced websites and staff uniforms. These will be promoted via bespoke marketing campaigns led by SGS’s retained agency, BWP Group. Each identity captures the unique heritage and strength of its individual location while reflecting SGS UK Retail’s commitment to invest in its prime retail destinations.

Claire Barber, CEO at SGS UK Retail, commented: “Lakeside and Victoria Centre are more than retail & leisure destinations – they’re recognised landmarks that have shaped their regions for generations. These rebrands aren’t about changing what makes them special; they’re about amplifying each destination’s unique strengths. Our investment reflects an ongoing commitment to ensuring that both centres continue to lead their respective markets and drive strong commercial performance.”

The rebrands align with SGS UK Retail’s strategic vision to create destinations that lead across leasing, investment, and consumer experience. With bold identities that reflect decades of market leadership, Lakeside and Victoria Centre are perfectly positioned to build on their heritage and create welcoming, customer focused spaces that people want to spend time in – now and in the future.

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June 2025 issue

2025 A1 Buyers Guide