More than 10% of the scheme is food and leisure, but plans
are under way to increase this, according to Grimes, who says there is greater demand to be met. As well as a vibrant student population, there are more than 100,000 office workers concentrated at the western end of the scheme as a ready-made, early-evening customer base. The scheme, whose arcade and streetscape design knits into the architecture of the city, will open up old passages through the city reconnecting the office, business and retail districts by day and night. Leeds residents will already be getting a feel for what the
new development will look like with construction now well advanced. Celebrations took place at the end of 2011 when the highest point of the structure was erected; the central feature roof is being glazed and the final area of steelwork underway. Opening in spring 2013, Dudley says an exact date will be announced in summer 2012 as anticipation builds. And there is already much work taking place in the local community building up to the big day. Digital and social media are at the heart of an awareness programme, allowing consumers to share content, actively engage with the brand and drive word-of-mouth exposure long before it opens. Drawing on the city’s film heritage and to raise awareness
of the Everyman Cinema, Land Securities pioneered a short film competition – the 2.8 Days Film Challenge, which was a collaboration with Leeds-based independent film company Left Eye Blind.
Working in small teams, as many as 150 filmmakers created
films lasting no longer than five minutes in 2.8 days in November 2011 and the project offered mentoring from industry experts. The winner will be announced at a special public screening event in Leeds during spring this year, and the winning film will be showcased at Everyman cinemas as a trailer to the start of a major movie. The winner will be chosen by a panel of industry judges comprising Everyman Media Group chief executive Andrew Myers, Warp Films head of production Barry Ryan and independent film consultant Howard Dawson. In addition, a Media Choice prize will be awarded by a select group of journalists, film critics and bloggers, and the public will be able to cast their vote for the People’s Choice prize. As part of its engagement with local fashion opinion formers, Land Securities also supported the Leeds Fashion Show. The emblematic Trinity Leeds ‘T’ has been used within online content and fashion show attendees were able to take their photo next to a large sculpture of the ‘T’ to share online. There’s no doubt an appetite from the local community
for this new development to provide the next best thing in retail destinations, proving that despite the tough economic conditions there are still pockets of pent-up demand in the UK. l
spring 2012 21
Trinity Leeds is bordered by Briggate, one of the UK’s busiest streets. Its three floors will add more than 120 shops and restaurants to the city. More than 10% of the scheme will be dedicated to food and leisure, but there are plans to increase this due to demand
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