Member Article

Liverpool ONE springs forward

Grosvenor has announced the implementation of numerous placemaking initiatives at Liverpool ONE, showcasing its commitment to creating a varied, environmentally conscious, and enhanced customer experience at the destination. The continued success of its placemaking strategy is evidenced in the uplift of spend by 6% YOY compared to March 2019.

Key initiatives in the spring-themed activations range from an innovative ‘living green wall’, ‘in Bloom’ campaign and heritage trail, to a new Liverpool sign artwork and quality turfing installation:

Liverpool ONE’s newest placemaking initiative is the environmentally friendly ‘living green wall’. Positioned at the entrance to Chavasse Park from The Strand, it features over 7,500 pollinator-friendly plants to boost biodiversity in the city centre. The visually striking structure, expected to be seen by over 10 million people in the next 12 months, provides a natural barrier to traffic pollution, extracting approximately 110.5kg of carbon and 230kg of gas, as well as producing 144.5kg of oxygen annually. Accompanying the living green wall is the ‘Liverpool ONE in Bloom’ campaign. This sees a large array of botanical and floral arrangements of varied textures and colours positioned across the destination, including key locations such as Peter’s Lane, Paradise Street and South John Street. The installation, which launched mid-March and is set to run until June 5, was created in collaboration with award-winning floral design team, Poppy Belle Florals and precedes the launch of the annual Nature Trail on April 1. Paying homage to the destination’s rich history, The Heritage Trail at Liverpool ONE launched at the end of March and offers a free, fully-accessible and self-guided audio tour. The trail, which takes between 60-90 minutes, takes visitors on a historic journey of the Liverpool ONE area stretching back 300 years. It includes 16 locations, each introducing visitors to an event, a place or a person that has a fascinating tale to tell of Liverpool’s history. Celebrating the city’s growth in popularity, the 15-meter-long Liverpool destination sign, recently commissioned by Liverpool ONE and Culture Liverpool, now features bespoke vinyl artwork by local artist, Neil Keating. Incorporating bright colours and distinctive Liverpool signifiers, such as the Royal Albert Dock, the latest artwork symbolises the best of Liverpool and its culture. Completing this cohort of placemaking initiatives is the installation of high-quality turfing on Peter’s Square and the steps leading to The Terrace, providing additional al-fresco socialising capabilities and further enhancing the outdoor space at Liverpool ONE for visitors to enjoy.

Donna Howitt, Place Strategy Director at Liverpool ONE, commented: “Positioned in the heart of the community, Liverpool ONE is a destination where shared experiences happen and as we move into spring, we wanted to refresh the estate to create an environment that everyone can enjoy this spring.

“We know from experience that such activations deliver a commercial benefit, creating additional reasons to visit or extend an existing trip. Consequently, we have hand-picked new designs and activities that will be sure to boost anyone’s mood, and at the same time provide some blooming lovely photo opportunities.”

The implementation of these placemaking initiatives follows a busy start to 2022 for Liverpool ONE, with four openings in the first two months of the year: Bean’s permanent relocation to Manesty’s Lane; Gordon Ramsay’s Bread Street Kitchen on Paradise Street; premium golf simulation concept, On the Green at The Terrace; and Rituals at South John Street. Joining them in April are Bershka and Russell & Bromley, followed by Stradivarius later this year.

This was posted in Bdaily's Members' News section by Nick Thornton .