Luton’s main retail and leisure destination The Mall Luton has been officially renamed Luton Point, signalling a new era for the town centre.
The 900,000sq ft shopping centre sits in the very heart of the Bedfordshire town and the owners of the centre, Frasers Group, with asset managers Sovereign Centros from CBRE, have been working towards the change since purchasing the centre last year.
The centre has been moving towards the permanent change over the past few months with on-site signage gradually introducing the new look and name.
Last week, the name, logo and remaining signage was rolled out across the centre’s internal and external fascias, wayfinding and digital channels.
A rebranded website has launched at lutonpoint.co.uk which includes a new translation tool, with the option to switch to the top three languages (after English) spoken in Luton: Urdu, Polish and Romanian, to reduce barriers for website visitors accessing the centre’s online information.
The name Luton Point was selected to represent the mall’s positioning at the heart of the town, reflecting the centre’s place within the community.
Roy Greening, centre director at The Mall Luton, commented “The shopping centre has been at the heart of the town since 1972 and while we may have a new name, our customers can expect to receive the same friendly welcome, fantastic line up of stores and community-led events that they have come to know and love.
“We are proud of the contribution the centre makes to Luton and the surrounding areas, and that will continue – we have a host of community projects and charity partnerships already planned, along with a number of brand activations and new store additions in the pipeline.”
