A new shopping centre at London’s Waterloo International Train Station has been branded by a Manchester agency.
Cunning Plan won a competitive pitch for the work in 2020 and was tasked with coming up with the brand strategy, positioning, name and visual identity for the centre, as well as a website and social media strategy.
It came up with The Sidings – “Waterloo’s Social Side” to make the scheme work as a space to the side of the station, where people can take a break from the busy environment.
“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,” said Cunning Plan’s Managing Director, James Adam.
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 agency had to appeal to local residents, as well as commuters, holidaymakers and local workers. They carried out research with focus groups as well as engaging with the South Bank BID and its high profile attractions, to ensure it fitted in with the South Bank and Waterloo.
The Sidings is due to open this summer, with 130,000sq ft over 3 floors, featuring retail, food and drink outlets and entertainment venues. This includes the biggest BrewDog in the world plus a groundbreaking immersive experience: “Alice’s Adventures Underground,” courtesy of Labyrinth.
“Cunning Plan has a proven reputation when it comes to shopping centre and destination marketing,” added The Sidings Centre Director, Lynne Glover.
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.”
