Brand new Atria signage has gone up at Watford’s indoor shopping centre after plans to display them were approved.
Watford Borough Council has given permission for nine new illuminated Atria signs to be displayed around the shopping centre following its rebranding earlier this year.
The shopping centre was renamed Atria Watford in March by its new owners Global Mutual, who took over the centre in October following the collapse of intu.
The company is replacing 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.
Pictures show work has begun to install the new signage at the centre, with the new blue ‘atria’ signs put up at one of the entrances.
While not all the signs have been installed yet, the old intu signs around the shopping centre have been removed.
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.”
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