The Yard Creative Appointed To Design Industry Leading Car Park For Hammerson PLC

TheYardCreative_The-Oracle-Car-ParkRetail design consultancy The Yard Creative has been appointed from a short list of companies that pitched for the opportunity to redesign the two car parks that serve The Oracle Shopping Centre.

The Oracle is a 750,000 sq ft premier retail, leisure and dining destination located in Reading and is one of the UK’s most successful retail destinations.

The centre opened in 1999 and houses over 80 retailers and 21 cafés and restaurants. Tenants include House of Fraser, Victoria’s Secret, TGI’s, Cau by the Argentinian Steakhouse, Apple, Five Guys, Jamie’s Italian and an 11 screen Vue cinema.

Hammerson felt that the approach to the project proposed by The Yard Creative would bring a fresh perspective to the industry whilst also challenging perceptions of what a car park could be.

The approach was heavily focused on an upfront research stage including a creative day, What’s New tour, SWOT analysis, customer insight, local developments, benchmarking, trends and innovations. A keen focus was placed on exploring new ways for the car park and retail space to interact and in doing so creating an improved customer experience.

The creative execution of the project has started with the refurbishment planned for early 2016.

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