Cheshire Oaks – Centre Enhancements
Cheshire Oaks Designer Outlets is in Ellesmere Port, Cheshire and located just off Junction 10 of the M53. It is the largest outlet Centre in the United Kingdom, with 145 stores and was the first designer outlets village in Europe, when it opened in March 1995.
To develop the retail brand portfolio at Cheshire Oaks and widen the centre’s appeal. To clearly define the various ‘retail zones’. The target audience being existing customers and upgrading the shopping centre to appeal to a more affluent customer.
bwd created three distinct areas, a designer quarter, a family entertainment/food offer and an urban area to appeal to younger markets. Our objective was to create a sense of theatre, encourage dwell time and provide customers with a unique shopping experience.
Additionally, we wanted to drive circulation around the centre and enable customers to move around the shopping areas easily by providing cross-centre connections.