The two-year-old centre, which wants to be seen as 'stylish', has retailers including Nike, French Connection and House of Fraser.
Starfish – working alongside events agency Spirit – said a 'major' campaign costing more than £300,000 was planned. Fees are understood to be at least £100,000.
The agency is setting up a bursary scheme with a fashion college and is planning cooking evenings involving TV chefs.
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