Long-standing client British Land commissioned Placemarque to carry out a wayfinding analysis to support the refurbishment of Royal Victoria Place, a retail mall in the centre of Royal Tunbridge Wells. They wanted to revitalise the mall and attract new retailers as well as shoppers.
Placemarque recommended replacing existing signage with touch screen totems which will enable shoppers to create a bespoke route for themselves and retailers to advertise special offers and events. We also recommended highlighting external landmarks in order to position Royal Victoria Place as an integral part of a visit to Royal Tunbridge Wells.
Use of digital wayfinding means information can be updated by the shopping centre or remotely by British Land via a simple content management system as new retailers arrive. The digital wayfinding also helps to brand the shopping centre as modern and high-quality.