LIVERPOOL One - that is the brand name being unveiled today for the £920m Grosvenor re-development in the Paradise Street area of the city centre.
The name has been chosen after months of intensive marketing research to find a short and snappy brand label for what is Europe's biggest retail project. The name is being officially revealed in Belfast at a national showcase event for the shopping centre trade.
The branding was created by international consultants Wolff Olins, the company that branded last year's Athens Olympics and branded the telecom giant Orange. Project director Rodney Holmes believes the name will quickly catch on in Liverpool.
He told the Daily Post last night: "We have put a lot of work into coming up with a brand name and believe we have chosen something that will become very popular and noticeable.
"Liverpool One is the most important development in Liverpool's city centre for more than 40 years. It will deliver a shopping, residential and leisure environ- ment that few other cities can match.
"Liverpool One reflects consumer and retailer demand, and places Grosvenor and its partners at the forefront of urban regeneration."
The selection of the name will be used as a launchpad for one of the biggest ever marketing drives to sign up occupants for the development.
Tenants are to be recruited for the 165 retail units that will span 1.6m sq ft. So far, the John Lewis Partnership and Debenhams have been announced as the occupants of the two big anchor stores.
Other retailers are queuing for space in the other 163 units, ranging from large shops to smaller stores.