With just five weeks until the big day, Square One (formerly the Brunswick shopping centre) has launched its 2021 Christmas campaign “Believe in the Magic”.
Having purchased SQ1 back in late August 2021, we have ramped up the Centre’s placemaking strategy and have taking inspiration from iconic stores across the UK, such Selfridges, Hamleys and Harrods, to install a series of seasonal feature windows on the exterior of the building.
Fronting onto York Place, SQ1 has five prominent glass pods, which were previously used by Debenhams as a visual merchandising opportunity.
“Believe in the Magic” will encourage visitors to SQ1 to embrace the spirit of Christmas, with each window having a different theme – from finding the perfect gifts to creating a festive atmosphere with food and drinks, home comforts and high fashion.
The festive window displays have been installed to coincide with the launch of the Centre’s Christmas decorations and we are hoping that it will become somewhat of a local festive tradition to visit them.
Centre Manager at SQ1, said:
“Last Christmas was pretty dire for everyone so this year we are hoping to spread some joy and happiness throughout SQ1 with our vibrant window installations. Who knows, perhaps it will become a local festive tradition to come and visit them.”
Throughout December visitors will also be treated to a number of festive surprises, including random acts of kindness from some of Santa’s little helpers, something which Scarborough Group hopes will inspire others to do the same.
“This isn’t just about us rewarding our loyal customers, we’re encouraging all our visitors to pick up the baton and pay it forward with their own festive feel-good, random acts of kindness,” he added.
SQ1’s windows will be redressed throughout the year and the Centre is exploring opportunities for collaboration with other local organisations for future installations.
