Mock-ups of Atria signs for Watford shopping centre revealed

The images were released in a planning application for nine new illuminated Atria signs to be displayed around the shopping centre, which was formerly known as intu Watford.

The plans have been submitted to Watford Borough Council by WRP management Ltd and Watford Centre Ltd on behalf of Global Mutual, who took over intu Watford in October.

Atria Watford was confirmed as the new name for Watford’s shopping centre earlier this month, with Global Mutual, a company managing £4.2 billion of global assets, primarily in retail, saying that the “bold” new name is testament to the centre’s iconic ‘atrium’ skylights.

The company plans to replace the existing intu signs for the new Atria ones like for like, in terms of number, size, location and type of illumination, according to a document uploaded to the council’s planning portal.

The only change is the lettering and colour of the signs which will change from an ‘intu’ black sign to an ‘atria’ water blue sign, the document added.

Several mock-ups of how the new Atria signs would look have also been uploaded to the council’s planning portal, including during the day and evening.

How the new Atria branding may look on Watford's shopping centre (photo Atria Watford/ Mark Walker, MD at Douglas signs and designs UK ltd)

The designs show the Atria branding placed in several areas around the shopping centre, such as the car parks, the extension and one of its entrances in the town centre.

The planning application is currently being considered by the council.

Over the coming months, Global Mutual plans for centre to begin the physical transfer of the Atria branding, including the visible external signage and internal messaging.

When the new name was revealed, Steve Gray, Head of European Retail Asset Management at Global Mutual, said: “Today marks the start of an important new chapter in the continuing evolution of the centre.

"Now, we can move forward with a fresh identity and an ambitious plan to make Atria Watford the premier destination for North-West London and the surrounding area.”

Read more - New name for Watford's shopping centre revealed

Following the takeover of intu Watford, many readers called for the shopping centre to be renamed the Harlequin, which is what it had been known as for around 20 years.

A lot of readers were disappointed that the name would not be returning, although Mr Gray said the centre needs a “fresh start” under new ownership “that reflects the exciting future ambitions for Atria Watford”.

Read more - Why Watford's shopping centre was not renamed the Harlequin

He said: “We remain incredibly respectful towards the sentiment The Harlequin holds in Watford, which has helped shape the strong community values the centre has today.

“Having received over £200m investment, including the new £180m extension, new retailers, restaurants and leisure activities, the centre looks unrecognisable from its past self, and will continue to evolve as we welcome exciting new brands and experiences.

“Atria Watford represents these exciting changes and celebrates a limitless, bright and prosperous future for Watford town centre.”

You can see the planning application here. The reference number is 21/00330/ADV.