BY Sam Walker | Thursday 11 May 2023
A new brand has been unveiled for Hull’s Whitefriargate, appearing for the first time on a striking banner and hoardings at the landmark Burton building.
The brand, accompanied by the slogan “Old town, new beginning”, has been created by the two leading property owners in Whitefriargate – centuries-old Hull Trinity House and commercial property developer Wykeland Group.
Hull Trinity House owns the whole of the south side of the street, with Wykeland now owning around 60% of the frontage on the north side. They have come together to collaborate to promote the area’s rich history and exciting potential.
They have created the brand to support the rejuvenation of Whitefriargate, seeking to attract new occupiers and investment as a critical part of the regeneration of Hull city centre.
The new signage on and around the Burton building showcases the fascinating history of the landmark as well as signalling an exciting future for Whitefriargate.
The Burton building provides a gateway into Whitefriargate from Queen Victoria Square in the heart of Hull city centre. Wykeland acquired the building from the administrators of collapsed retail group Arcadia and is delivering a £2.4m project to restore the Grade II listed structure and bring it back into sustainable use.
Dominic Gibbons, Managing Director of Hull-based Wykeland, said: “We’re excited to reveal the new Whitefriargate brand and to use the restoration of the Burton building to showcase the area and the opportunities it offers.
“The brand provides a strong and recognisable identity for one of Hull’s most important retail locations and is a very visible statement of our intent to promote and invest in Whitefriargate.
“We’re committed to working collaboratively with Hull Trinity House to create a prosperous future for Whitefriargate as a strategically significant thoroughfare linking the heart of the city with the Old Town and waterfront.”
Captain D. M. Shaw, Master Warden of Hull Trinity House, said: “As the two leading property owners in Whitefriargate, it makes sense for ourselves and Wykeland to collaborate to promote the area.
“The new brand provides Whitefriargate with an attractive visual identity to underpin our shared ambition to bring new investment and energy to this key part of the city centre.”