
Placemarque recently conducted a wayfinding analysis for Royal Victoria Place, an indoor shopping centre in Tunbridge Wells. It’s a medium-sized mall of about 100 outlets plus a food court and its revamp is part of British Land’s refurbishment aiming to encourage more retailers as well as shoppers to the centre.
Good wayfinding can be the difference between shoppers viewing a mall as an efficient, opportunistic and dry place to shop – or a stressful, confusing hassle. It can also brand a space.
We want to reflect the high-quality environment and have recommended using digital totems with touch screens so that visitors can create bespoke journeys around the mall: from the car park to the key shops and landmarks– both inside and outside the mall. We want shoppers to see the mall as an integral part of a trip to Royal Tunbridge Wells – even if it is just cutting through to dodge the rain.

