Leading Yorkshire marketing agency DS.Emotion has been appointed to mastermind the brand and marketing campaign for West Bar Square, the new £300m mixed-use development in Sheffield.
The award-winning agency, which also has offices in Manchester and London, will spearhead an innovative campaign to promote one of the most significant developments in Sheffield during the past decade.
The £150m first phase of West Bar Square, will comprise 200,000 sq. ft. of Grade A office space, 350 build-to-rent homes, a multi-storey car park and high-quality landscaped public space. The scheme will be funded by Legal & General, as recently announced (28 April).
Urbo will be delivering large footprint and ultra-modern office space, currently lacking within the city’s office sector, and that is expected to accommodate up to 1,800 workers. It will also link the city centre to the flourishing Kelham Island areas.
The developers of the prestigious West Bar project are Urbo (West Bar) Ltd, a joint venture between Urbo Regeneration, and Peveril Securities, the development arm of Bowmer and Kirkland Group.
Andy Dainty, Director or Urbo Regeneration, commented: “DS.Emotion’s track record of creating successful and sustainable place brands, place marketing and place-making initiatives is extremely impressive. They have been heavily involved in many of the most successful Yorkshire developments in recent years.
“They quickly grasped our vision for West Bar Square, which we have shaped over a number of years, and are the ideal partners to help us bring this pioneering development to life.”
Angus Armitage, Co-Founder of DS.Emotion, explained: “We were aware of the extensive work that Urbo have been doing to make this West Bar Square project a reality. So, to be asked to get involved now at a time when their vision of place needs to be brought to life, is a tremendously exciting opportunity for us.
“West Bar Square is a game changer for Sheffield. There are similar pivotal developments in Leeds, Manchester and Birmingham, which have had a massive impact on those cities. West Bar will have the same impact in Sheffield and is a massive vote of confidence in the city.”
A spokesman for Legal & General added: “We have invested billions of pounds into urban regeneration projects across the UK, using our varied capital streams, from start-up funding to long term UK pension money, to reshape the urban landscape; providing the significant investment needed to help cities adapt, change and innovate.
“Legal & General is committed to investing in Sheffield, where it recognises the high potential the city has to offer, and to supporting its post-crisis growth ambitions, meeting its need for regeneration, housing and job creation.”
The creation of West Bar Square will complement the neighbouring Riverside Business District which already boasts key office occupiers including the Home Office, top 50 law firm Irwin Mitchell and the Crown and Family Courts.
