23 Nov 2021
Peel L&P rebrands Barton Square as Trafford Palazzo
New name reflects Italian theme of classical Roman architecture, with its stunning and breathtaking design providing a best-in-class retail, leisure and entertainment destination.
Regeneration business Peel L&P has announced the rebranding of Barton Square as Trafford Palazzo following its acquisition of the exceptional retail, leisure, and entertainment destination at the heart of TraffordCity.
The new name for the 330,000 sq ft complex was chosen by Peel L&P to reflect the Italian theme of its palatial architecture, design, and culture with painted Roman murals, 120 statues, a Roman-style courtyard fountain and glass-domed roof.
Situated at the heart of Trafford Palazzo is its open square with Roman-style fountain, reminiscent of the dominant Campanile or Italian village square or courtyard.
The rebranding forms a key element of Peel L&P’s wider masterplan within TraffordCity as a one of the most experiential retail, leisure and entertainment destinations in the UK.
Peel L&P acquired Trafford Palazzo in April 2021, following an extensive building work in 2019/20 which delivered the fully covered glass-domed roof, granite floor finishes, and an additional floor to provide more than 110,000 sq ft of additional retail and leisure space.
Already attracting five million visitors a year, Trafford Palazzo is home to an 84,356 sq ft flagship Primark store, homestyle retailers Homesense, Natuzzi, Silent Night and Next Home plus leisure attractions Legoland Discovery Centre, SEA LIFE Manchester Aquarium, Nerf AX and Archies. In addition, a quality Italian F&B restaurant and discount branded shoe shop are currently fitting out and due to open soon.
Peel L&P’s masterplan envisages Trafford Palazzo building on its existing success by providing best in class retail space and backdrop for global brands to showcase flagship stores, new design concepts and product ranges.
Mark Whittaker, Property Investment and Management Director at Peel L&P, said: “Our mission is to provide a fun and exciting experience with a feel-good factor for all the family to enjoy. Trafford Palazzo will offer quality products and memorable experiences with the very best in retail, leisure and entertainment – much like the bustling and popular Italian squares that provided our inspiration for the rebranding.
“We aim to further improve the recent transformation with this new identity with a purpose and vision to evolve the brand into a best in class and standalone retail and leisure destination offering the foremost diverse and inclusive experiences and adventures.”
Since acquisition, Peel L&P has introduced an experiential events program to activate the space and encourage footfall. This will be a key part of the Trafford Palazzo strategy moving forward. Events included an August Bank Holiday bonanza, an October half-term ‘Celebration of the Natural World’ and a spectacular launch weekend filled with on-site activities and performances (November 20 / November 21.)
Peel L&P is working with joint agents Creative Leisure and HHRetail on a lettings strategy for to expand the offering at Trafford Palazzo and create job opportunities with new deal announcements imminent.
Jenn McDonough from Merlin Entertainments said on the new brand and the launch activity: ““Since Peel bought the scheme earlier this year, we have been so inspired with the transition and investment and it is brilliant to see the new brand officially launched. We have seen a marked improvement in the marketing of the scheme and have been so impressed with the level of activities that have taken place on-site. We can’t wait to see what is next!”
Managed by Peel L&P on behalf of its stakeholders, TraffordCity is a ‘city within a city’ spanning 500 acres (202 hectares) surrounding the Trafford Centre, with 4.8 million sq ft (445, 935 sq metres) of prime retail, leisure and office space, employing an estimated 16,500 people and attracting a combined 40 million visits every year.
Among the many high profile and successful attractions of TraffordCity are indoor snow centre Chill Factore, iFly indoor skydiving, David Lloyd Leisure, the UK`s best and busiest golf facility at Trafford Golf Centre along with adventure golf experience Dino Falls - and in the next few years it will welcome Therme Manchester, the UK’s first city-based wellbeing resort, Modern Surf, the North West’s first inland surfing lagoon and some 3,000 new homes at Peel L&P’s Trafford Waters.
Carolanne Molloy, Store Manager of Primark at Trafford Palazzo said: “It is brilliant to see the new Trafford Palazzo brand officially launched and we are excited for what is to come. Primark has seen an amazing reaction from customers since opening our store here last year and we look forward to continuing to offer the latest seasonal trends and everyday essentials, all at affordable prices.”
Located just five miles west of Manchester city centre, TraffordCity sits adjacent to the M60 motorway and provides excellent wider connectivity via road, tram, rail and Manchester Airport. Some 11 million people live within a 90-minute drive of the complex.