23.5 C
Manchester
Wednesday, July 9, 2025
PartnershipsCUNNING PLAN DELIVERS BRAND STRATEGY AND CREATIVE FOR NEW WATERLOO SHOPPING...

CUNNING PLAN DELIVERS BRAND STRATEGY AND CREATIVE FOR NEW WATERLOO SHOPPING CENTRE

Manchester’s Cunning Plan Marketing has created the brand for a new shopping centre in London’s Waterloo International Train Station, which is due to open this summer.

The agency won the brief via a competitive pitch back in 2020 and were tasked with coming up with brand strategy, positioning, name and visual identity as well as website and social media strategy for the scheme.

Cunning Plan’s brand identity needed to appeal to local residents, commuters, day trippers and local workers.

In depth research was carried out with focus groups and interviews to help understand the expectations of the audience as well as engaging with the South Bank BID and its many high profile attractions to ensure the scheme and its brand fit into the South Bank and Waterloo landscape successfully.

The new scheme is named The Sidings, with the strapline ‘Waterloo’s Social Side’, inspired by the vision for the scheme to be a space to the side of Waterloo station where people can get together, take a break away from the busy station environment.

The Sidings is due to open this summer and will be housed within the UK’s busiest train station. 130,000 square foot, over three floors, it will be a mixed use scheme with retail, food and beverage outlets and entertainment venues. So far it has been announced that it will be home to the biggest BrewDog in the world plus a groundbreaking immersive experience; Alice’s Adventures Underground, courtesy of Labyrinth.

The Sidings will be part of London’s vibrant South Bank, opposite the iconic London Eye and close to other attractions including the London Aquarium, Tate Modern and The London Dungeon.

Cunning Plan launched the brand earlier this month with a teaser website to raise awareness of the centre as it counts down to its opening later this month.

Cunning Plan’s Managing Director, James Adam said: “The Sidings has been a labour of love for some time now, we’re excited for the brand to finally see the light of day. It’s been a complicated brief that required careful balancing of creativity with stakeholder engagement to ensure we got the best result. We’re very proud of how the brand turned out and we can’t wait to open this Summer.”

The Sidings Centre Director, Lynne Glover said: “Cunning Plan has a proven reputation when it comes to shopping centre and destination marketing. Their approach combines creativity with a structured process, which results in a brand that is impactful but also authentic. We look forward to working with them as our retained agency once the centre opens its doors.”

Latest

Your Help Hub Extends Handyman Services Nationwide Amid Surging UK Demand

Your Help Hub, a fast-growing name in home maintenance and improvement, has launched its handyman services nationwide to better serve the needs of customers...

Reliable auto locksmith services in Manchester: Everything you need to know

Car keys are essential to our daily lives, yet they are more vulnerable than we might think. In the lively city of Manchester, where...

Hillbrush Debuts Tornado Broom Range for Tough Outdoor Cleaning Environments

Hillbrush has launched its innovative Hillbrush Tornado Range — a robust, modular broom system designed to raise the bar for strength, reliability, and outdoor...

Blaugranagram Partners with 101 Great Goals to Deliver Deeper Fan-Focused Football Content

101 Great Goals has officially entered into a strategic content partnership with Blaugranagram, aiming to enrich the football experience for fans by combining their...
Subscribe to our newsletter
Business Manchester will use the information you provide on this form to be in touch with you and to provide updates and marketing.
Don't miss

Hillbrush Debuts Tornado Broom Range for Tough Outdoor Cleaning Environments

Hillbrush has launched its innovative Hillbrush Tornado Range — a robust, modular broom system designed to raise the bar for strength, reliability, and outdoor...

Reliable auto locksmith services in Manchester: Everything you need to know

Car keys are essential to our daily lives, yet they are more vulnerable than we might think. In the lively city of Manchester, where...

Your Help Hub Extends Handyman Services Nationwide Amid Surging UK Demand

Your Help Hub, a fast-growing name in home maintenance and improvement, has launched its handyman services nationwide to better serve the needs of customers...

Left Behind by the Algorithm: AI Benefits Bosses, But Workers Struggle to Keep Up

• Senior managers are far more likely to use AI than junior staff, new study finds • 73% of leaders use AI each month, compared...

More News

Experts reveal the signs your partnership might not survive Christmas

The festive season can put extra strain on any relationship – especially for those already struggling to get along. Hectic schedules, financial pressures and family...

Pareto Announces Strategic Partnership with M&A Expert KBS Corporate

Pareto Financial Planning, the award-winning Manchester-based financial services business, today announces the signing of a strategic partnership with KBS Corporate, a leading sales advisor...

Manchester Tech Festival Partners with Community Computers

The partnership seeks to tackle digital inclusion in Greater Manchester, where 1 in 5 people currently lack access to digital resources. Manchester Tech Festival has...