Scarborough Group goes back to ‘Square One’ with Brunswick Centre rebrand
The Brunswick in Scarborough is set to undergo a rebrand as part of a redevelopment project that aims to regenerate the town centre.
Property regeneration and placemaking specialist Scarborough Group International (SGI) – which owns the Brunswick Centre – has announced that the centre will be renamed ‘Square One’, or SQ1.
The new name is inspired by the traditional role of town squares as hubs for community interaction, commerce, and celebration.
Following its opening in 1990, the Brunswick performed well for many years, peaking at an annual average footfall of 7 million. However, like other centres across the country, changing consumer habits, exacerbated by the pandemic, and the loss of anchor tenant Debenhams meant the centre saw a critical decline.
After acquiring the Brunswick Centre, SGI secured planning consent to transform the destination into a leisure-led destination anchored by a multi-screen cinema.
The redevelopment will also feature a mixture of bars, eateries, and shops, as well as a new entrance on Somerset Street to enhance connectivity between the high street and the seafront, and improved parking provisions.
In a significant recent development, SGI has announced it has secured ODEON as the anchor cinema operator for the redevelopment. With a state-of-the-art cinema now confirmed, and North Yorkshire Council’s study to review its potential support for the project approved, SGI is preparing the next phase of its letting strategy at Completely Retail Marketplace, the UK’s premier retail, leisure and hospitality event, which is taking place in London on 24 September 2024.
Nicola Bulley, group head of marketing at Scarborough Group, said: “The rebranding of the Brunswick to SQ1 represents more than a simple name change; it signifies our commitment to creating a vibrant destination that embodies community spirit and respects tradition while embracing innovation and renewal.
“We’re excited to roll out the new brand as we move towards the construction phase and look forward to announcing an exciting line-up of new occupiers, including the cinema operator, very soon.”
Dave Cressey, managing partner at consultancy firm Keane, which worked with SGI on the rebrand, added: “Keane are proud to partner with SGI to create an exciting new leisure destination for Scarborough. We have worked closely together to develop a great proposition and translate it into a compelling new brand identity and engaging environment that will reinvigorate the town’s social scene and serve the good people of Scarborough for many years to come.”
Barker Proudlove and Savills are the appointed letting agents for SQ1.