Norwich’s Intu Chapelfield becomes Chantry Place

Norwich’s Chapelfield shopping centre, which houses stores including Apple, Zara and House of Fraser, has been renamed Chantry Place. The former intu location has undergone a rebrand, 15 years after opening its doors as a shopping destination in 2005, and its new name pays homage to the lesser known history of the site – long before it famously became a chocolate factory.

As well as a new name, website ( and Facebook, Instagram and Twitter channels, the rebrand includes a new logo, signage and uniform for staff.

The name Chantry Place embraces the site’s medieval heritage as a secular college and chapel, built during the 1200s, which was known as a chantry. Chantry Road runs along the side of the centre; Chapelfield Plain has been renamed Chantry Square.

Talking about the rebrand and what it means for shoppers, Chantry Place centre manager, Paul McCarthy, said: “The change in name is another important chapter in our story. While the new branding cements our incredible retail, restaurant and leisure offering, our aim to deliver the best shopping and dining experience possible, support our retailers, and celebrate and support our local community remains our top priority. While there’s no immediate change for shoppers, we’re sure that everyone will soon get used to calling us Chantry Place.”

In a further boost for the centre, ahead of Christmas trading, Deichmann shoes will shortly be opening, following on from Escape Hunt successfully opening its doors last month.

The announcement of the new name comes after LaSalle Investment Management were appointed as asset managers, with Savills taking over the property management and commercialisation, marking the start of a new era for the location in Norwich.

Rebecca Gates, Head of Asset Management at LaSalle, said: “We did try to keep the name ‘Chapelfield’, while having to remove ‘intu’ from all the branding and assets. However, ultimately this was not possible, so we are delighted to have the opportunity to rebrand as Chantry Place, celebrating Norwich’s interesting local history in the process. We are really excited to showcase our offering as a premier retail, restaurant and leisure destination, and enter 2021 with our new identity.”

Stefan Gurney, Executive Director of the Norwich Business Improvement District (BID) commented: “This is very positive news for Norwich and signals a continued and important investment in the city and its retail offer in these challenging times. Chantry Place, with its highly suitable new name, plays a major role in the success of Norwich as a destination for local people and visitors alike, while attracting and retaining quality retailers for the city. I am looking forward to this exciting next stage in the centre’s journey.”

Melanie Cook, PR and Marketing Manager for VisitNorwich, said: “I’m delighted Chantry Place and Chantry Square have taken their name from their historic surrounds. Norwich is a city rich in history, a city of stories. And whilst the shopping centre is young in comparison to some of Norwich’s well-known landmarks, it is no less important when it comes to identity. The centre’s story continues which, in the current climate, is great news, not only for Norwich but also for its loyal shoppers.”

The new branding was created by Norwich design and PR agency FOUR.

Chantry Place attracts an annual footfall of 15 million and has 91 units over 530,000 sq ft in the centre of Norwich. It is home to almost 100 retailers, ranging from national and international brands, to independent boutiques.