Lend Lease, the owner of Bluewater, is to offer naming rights for the shopping centre’s £60million new events and exhibition space, which is due to open later this year. Directly assessed from inside Bluewater, the 5,200 square metre venue will spantwo floors and feature a VIP gallery space as well as space to host a range of events including lifestyle, fashion and live shows.
The Kent based shopping centre has achieved phenomenal results even during rough times, with sales figures up 3.3% and a record footfall of 28 million visitors. Lend Lease said the naming rights would ‘offer a significant opportunity for a consumer brand.’
Generate’s commercial director, Andy Muggleton, said: “The events venue will be the first of its kind in the UK. Delivering the best in retail and lifestyle events, the events venue at Bluewater represents a once in a lifetime opportunity for a brand to build an affinity with this audience, deriving numerous brand and business benefits.”
Simon Donaldson, head of commercial partnerships at Lend Lease, said: “We are extremely excited to take this unique opportunity to the market. The range of options within the Naming Rights Partnership presents an innovative opportunity for the right brand to be associated with this new events venue, which is integrated into the already
highly successful destination Bluewater.”