Eldon Square, Newcastle’s much loved premier shopping and leisure destination, has today unveiled its striking new brand identity which sits at the core of a period of unparalleled investment in the centre. Alongside a significantly overhauled management and marketing strategy, the new brand has been shaped by a year-long behind the scenes consultation process, involving many prominent city stakeholders, regular visitors to the centre and retailers. The results will form a key part of a wider push to deliver food, fashion and fun customer experiences far beyond traditional expectations for a city centre shopping mall.
The brand-new colours, fonts and images will be working hard as the new face of Eldon Square, anchored by the creative proposition “Black and White in Full Colour”, reflecting Newcastle’s spirit and heritage. Authentic, Inclusive and Bold, the new brand celebrates and welcomes Eldon’s local loyal community, whilst also reflecting how the centre is evolving as a UK top 10 regional retail and leisure destination.
The new brand identity will be rolled out across all owned and earned channels, including a new Eldon Square website due to launch this Spring. Visitors to the centre can expect to see the new look anchoring the centre’s Spring Summer Fashion creative campaign.
Together with its partners Newcastle City Council, Eldon Square collaborated with key Newcastle stakeholders and community representatives in planning Eldon Square’s new brand strategy. These included Newcastle United FC, Newcastle Gateshead Initiative, the Newcastle BID (NE1), Newcastle University, Northumbria University and Invest Newcastle, along with many of the centre’s tenants. This saw a wide range of voices and views gathered, which distilled into the strongest, most authentic outcome.
All the research demonstrated one clear message – Newcastle is fiercely proud of Eldon Square, and Eldon Square is fiercely proud to be a part of Newcastle. So much so that the city’s name is now, rightfully, a prominent feature in the new logo.
The rebrand is sponsored by Eldon Square’s joint owners XPE Eldon Square Ltd and Newcastle City Council (NCC). Its impact is expected to boost not just Eldon Square, but to contribute to the overarching economic positioning of the city.
This investment is just one important component of a multi-faceted £162m public/private investment programme transforming the retail offer in Newcastle city centre- £65m into Eldon Square; £50m into the City Centre Transformation Programme; £40m into Fenwick and the surrounding public realm (Brunswick Place); and £7m into the magnificent Grade 1-listed Grainger Market.
This game changing project is already bearing fruit. Eldon Square is attracting attention from international class leading retail and leisure brands who will help to bring more choice and new, unique reasons to visit.
In Autumn 2025, the centre is set to open Freight Island, a 60,000sq ft innovative entertainment and dining destination, the largest single F&B and entertainment venue in a UK city centre. A business grown out of operating major UK festivals, Freight Island prides itself on supporting local suppliers, artists and businesses within its ever-changing catalogue of accessible events aimed at audiences of all ages. Additionally, the centre will welcome global cocktail and social darts experience Flight Club joining the recently opened Wingstop, the cult chicken wing fast food service provider.
The centre unveiled the new brand at MIPIM at a session on Tuesday 11th March at the Invest Newcastle Pavilion, titled Football, fashion, food and fun: What the f is going on in Newcastle? which explored how traditional retail assets are being repositioned into vibrant hubs of activity.
Pete Cooper, director, XPE Group PLC and Eldon Square Ltd, commented: “Eldon Square’s remarkable resilience, relevance and character still shines through almost 50 years since it first opened its doors and it’s such a privilege to reveal our new brand identity. Through our stakeholder engagement process, we were overwhelmed by the enthusiasm, optimism and loyalty for Eldon Square – it generates so much energy and goodwill, It is, without a doubt, the beating heart of the city.
“With that in mind, we were meticulous in ensuring the new brand celebrates the rich local heritage of the centre, whilst equally representing a premier league asset in an increasingly international city. I must namecheck our partners Newcastle City Council who have been immensely supportive, engaged and a treasure trove of great ideas. Having the wider city view and a window into the future during the process has been invaluable.’
Cllr Dan Greenhough, Newcastle City Council Cabinet Member for Economy, Jobs and Skills, added: “Eldon Square has become part of the fabric of Newcastle and it is central to our future as a vibrant, modern and attractive city where people come to live, work and visit.
“This dynamic new branding captures the tradition and history of Newcastle while taking Eldon Square in an exciting new direction following a number of eye-catching announcements that are sure to further elevate its appeal to residents, visitors and businesses alike.
“There is a huge amount of work going on to reinforce and heighten Newcastle’s status as a world-class city centre, and Eldon Square is, and will continue to be, a major part of that.”
