Harrison Fraser

Creating brands,
creating places

Victoria Leeds

Unlocking potential at Victoria Leeds

  • Strategy
  • Print
  • Copywriting

Comprising Victoria Quarter, Victoria Gate and more, Victoria Leeds is a prime Leeds and Yorkshire asset, situated in the retail epicentre of the City.

Victoria Leeds trades from a large catchment of approximately 3.2m people, and attracts some of the most affluent consumers from the area. RivingtonHark and Lunson Mitchenall approached H:F to help re-energise this aspirational neighbourhood combining both old and new retail streets of the highest quality. Our brief was to refine the proposition at Victoria Leeds and to help revitalise the tenant mix and communications.

Together with the team, H:F helped to refine the positioning of the district, providing a direction for the overall image, services and tenant mix for the future Victoria Leeds, as an aspirational urban village combining fashion, health, beauty and wellness with nature and environmental consciousness.

H:F went on to explore graphic concepts to express the whole and its sub-destinations, reflecting a refined brand hierarchy in which each arcade and mall play a role in a larger family of offers. H:F also created B2B marketing material and a brochure to reflect the new proposition.

David Fraser, founding partner of Harrison:Fraser commented:

Victoria Leeds brings together some of the most elegant and stylish shopping streets in Leeds and Yorkshire. Our team have enjoyed working with the Lunson Mitchenall and RivingtonHark to help unlock the potential of this extraordinary destination – resulting in the spate of fresh and exciting lettings.