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New identity for Chapelfield shopping centre

PUBLISHED: 17:21 15 January 2013 | UPDATED: 18:02 15 January 2013

Stunning city views from the 9th floor of Westlegate House where F & W Properties are applying for planning permission to convert the former office space into apartments. View of Marks and Spencers and Chapelfield Shopping Centre in the background. Picture: Denise Bradley

Stunning city views from the 9th floor of Westlegate House where F & W Properties are applying for planning permission to convert the former office space into apartments. View of Marks and Spencers and Chapelfield Shopping Centre in the background. Picture: Denise Bradley

Archant 2012

Norwich’s Chapelfield Shopping Centre is to get a new identity and introduce free wifi for shoppers after its owner announced plans for a £25m revamp.

Capital Shopping Centres, whose 15-strong portfolio also includes, the Trafford Centre in Manchester and the Metrocentre in Gateshead, will adopt the name “intu” as part of the nationwide rebrand for 12 of its sites.

The move mirrors the use of the Westfield name by its rival developer, which has five shopping centres under its own name in the UK.

As well as the creation of names such as the “intu Chapelfield Shopping Centre”, “intu Trafford Centre” and “intu Lakeside”, the company will install free wifi across its estate so shoppers can log on to the internet and its website from their smartphones.

The company plans to sell fashion items from its tenants and other retailers on the intu site, which will be launched in April.

Capital Shopping Centres hopes the move will increase spending for its tenants in store and online, with greater footfall and shoppers staying longer.

David Fischel, chief executive of Capital Shopping Centres, said at present there was no link between the company name and its individual centres, and the plans would provide new marketing opportunities.

He said the group had to come up with a new word for its name as it was hard to trademark existing words.

Mr Fischel added: “It also says what we want people to do, which is to go into the centres.”

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