London's Burlington Arcade in image revamp

The Burlington Arcade, the luxury goods shopping centre off London’s Piccadilly, has called in agency support to help shake off what it admits is a ‘tired’ image.

The Communication Group (TCG) has been hired to promote an ongoing multi-million-pound overhaul of the arcade, which is almost two centuries old and contains 47 small shops.

TCG marcoms practice MD Sally Hawkins said: 'Burlington Arcade has a wonderful heritage but, despite sitting next to Bond Street, its reputation has faded and it looks tired.'

The aim of the revamp – which will see updated entrances, and new lighting, windows and flooring – is to 'recapture its origins of originality and epitomise true international style underpinned by classic British heritage'.

Other changes are likely to include the reintroduction of a shoe-shiner, and there are plans to open a 'high-end' food outlet.

TCG is handling media relations, branding and events. It is currently researching who currently visits the arcade and what it could do to increase footfall.

Forthcoming campaigning is expected to target a younger clientele.

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