intu Eldon Square

City Centric

When you work with shopping centres, you have to realise that they all get used in different ways. This depends on size, location and offer. intu Eldon Square is very much a part of the city centre and as such people are drawn to it. Almost like a magnetic effect. We translated this effect as being ‘City Centric’. This then gave us the language and narrative to have a conversation with intu Eldon Squares’ audience.