The Blanchardstown Centre AWS
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Market The Blanchardstown Centre is Ireland’s leading shopping and leisure centre with over 150 retail units. The major anchor tenants are Roches Stores and the country’s largest Dunnes Stores. Top-line brand names in retailing located at the centre include Boots, Argos and the Arcadia Group. Large warehouse retailers include Curry’s, PC World, TK Maxx and At Home with Clerys. The centre boasts a 9-screen UCI Multiplex, bar, restaurants and a 24-hour family entertainment centre. Other elements of the development include a medical/services centre, oratory, private sports club and post office. Plans for the future include the opening of a third department store, the construction of an eleven storey office block, Community Arts Centre and Library and County Council offices. The one million square feet centre was developed by Green Property plc on a 100-acre site in West Dublin, just off the M50 ring road, providing easy access from all approach routes to the Capital. It serves a catchment of 625,000 people within 20 minutes drive time and has proved itself an accessible alternative to city bound shoppers. There are over 6,000 free carparking spaces available. The principal competitors for the centre include The Square, the Jervis Centre, St. Stephen’s Green Centre, Liffey Valley and Dublin City centre.
Achievements The centre opened on time, within budget and a very high level of finishes was achieved. 92 per cent of retail units were trading on opening day. The centre is fully let; it is trading well and is achieving strong customer loyalty. Shopper reaction to the environment and mix of tenants was instantly favourable and retailers have achieved levels of trade far in excess of their original expectations. In addition to fulfilling its potential as a major shopping and leisure centre, The Blanchardstown Centre has benefited from a huge sense of ownership within the local community. 4,000 people now work in the centre and many come from the immediate area. In its first year of operation, the centre attracted 10 million visitors. The PR launch campaign won the coveted PRC Award for ‘Excellence in Communication’. More recently the centre won a Purple Apple Award from the BCSC for it’s staging of Shaun Davey’s orchestral work ‘The Pilgrim’, narrated by Ben Kingsley. The centre is now valued at over 300 million Euros, with annual turnover in excess of 1billion Euros and records average weekly shopper visits of 300,000.
History The Blanchardstown Centre has its genesis in 1972 when the then Dublin County Council adopted a development plan which provided for the development of three town centres to the West of Dublin, one of those being at Blanchardstown. In the years since, the 30 IRELAND’S SUPERBRANDS
infrastructure has been put in place to provide efficient access to the Blanchardstown area and its new town centre. The Blanchardstown Centre was opened by the then Taoiseach, Mr John Bruton on October 16th 1996.
Product The original master plan for the Blanchardstown development provided for a broad range of town centre uses with the retail element at the core. In designing the centre, the aim was to lift people’s horizons above their normal expectations for a shopping centre, in terms of layout, general environment and particularly the quality of finish. This point was considered vitally important to the ultimate success of the centre both in human and commercial terms. “The Blanchardstown Centre is designed for shoppers. Its layout is aimed at clarity and ease of orientation. It offers a pleasant, naturally lit space, high standards of finishes, lighting, convenience and sophistication”. Internally the space is organised along a twostorey mall that joins a central area. One of the
17321.Superbrands batch 4 OK
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7:48 AM
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most impressive design features of the centre is this central area and its spectacular glazed roof. The area provides a focal point and acts as a
natural hub for the malls at both levels. The central area with glazed arches, reaching a height of 20 metres, creates an atmosphere of a covered Plaza. The sunlight penetrates the glazed roof and with the addition of water, trees and shrubs, provides an open-air feeling and encourages outings as opposed to fleeting visits. The world class internal finishes; white synthetic glass, stainless steel and ceramic tiles are co-ordinated to achieve a light and neutral backdrop for the exciting theatre of visual merchandising. Units around the central area mainly comprise restaurants, fast food and cafeterias, all relating well to the multi-screen cinema and Library/Arts Centre which together, provide a vibrant environment for social and cultural activities. In addition to a great variety of food, entertainment and many of the leading retailers in Europe, the centre features a welcoming management suite, mother and baby facilities, creche and generous toilet facilities. It is designed to be particularly welcoming and user friendly for disabled consumers.
Recent Developments Apart from its core-shopping element The Blanchardstown Centre has been notable for a number of groundbreaking initiatives, primarily the development of nearly 300,000 square feet of retail warehousing. It is acknowledged among property professionals that this retail warehousing is the forerunner of its type in Ireland. With the benefit of a free site and financial contributions from Green property Plc and the EU, the local Arts Committee have commenced construction on their development of a Community Arts Block and Theatre. Fingal County Council is developing new offices and is planning the opening of the largest purpose built public library in the Country. Future plans include the construction of an 11-storey, state of the art, landmark office block on site.
Promotion When the centre was launched, the key task was to generate excitement and interest and to educate people on its exact location and how to get there. In addition, the launch campaign began the process of developing a unique personality for the centre in order to differentiate it from all other Centres. The personality was built around four key attributes: the retail combination, the highly attractive shopping environment, convenience and comfort. Promotion was
designed to grow and adapt as the centre developed, but was focused on what was currently on offer at the launch phase. Subsequent communications included a high quality colour magazine called ‘Carte Blanche’. This provides a novel platform for event and product promotion.
Brand Values The Blanchardstown Centre brand values are dictated by the unique and enduring experiences of its consumers and the ways in which their physical and emotional experiences with the centre evolve and are interpreted. These values are continually changing in line with brand and competitive offerings. Early research in the life of this very young brand indicate that shoppers rate; ease of access, user friendliness, ‘day outing’, pleasant environment, food, entertainment, community involvement and disabled friendly as central values. The enormous on-going challenge is to prioritise these values and to communicate them in a competitive and compelling way.
Things you didn’t know about
The Blanchardstown Centre The drawing power of The Blanchardstown Centre has rivalled, in Irish terms, that of Metro and Meadowhall regional scale centres in Britain. 625,000 people live within twenty minutes drive from the centre. Car ownership is almost one per household in the hinterland. It is one of the most modern and exciting developments of its kind in Europe 41,000 trees and shrubs were used to landscape the site. The entire shop frontage is equivalent to Grafton Street, 4,000 people are currently employed in the centre. 300,000 shopper visits are made each week drawing visitors from all over western Dublin, the Leinster region and the rest of Ireland, (including the North).
10/5/00
7:48 AM
Page 6
Market The Blanchardstown Centre is Ireland’s leading shopping and leisure centre with over 150 retail units. The major anchor tenants are Roches Stores and the country’s largest Dunnes Stores. Top-line brand names in retailing located at the centre include Boots, Argos and the Arcadia Group. Large warehouse retailers include Curry’s, PC World, TK Maxx and At Home with Clerys. The centre boasts a 9-screen UCI Multiplex, bar, restaurants and a 24-hour family entertainment centre. Other elements of the development include a medical/services centre, oratory, private sports club and post office. Plans for the future include the opening of a third department store, the construction of an eleven storey office block, Community Arts Centre and Library and County Council offices. The one million square feet centre was developed by Green Property plc on a 100-acre site in West Dublin, just off the M50 ring road, providing easy access from all approach routes to the Capital. It serves a catchment of 625,000 people within 20 minutes drive time and has proved itself an accessible alternative to city bound shoppers. There are over 6,000 free carparking spaces available. The principal competitors for the centre include The Square, the Jervis Centre, St. Stephen’s Green Centre, Liffey Valley and Dublin City centre.
Achievements The centre opened on time, within budget and a very high level of finishes was achieved. 92 per cent of retail units were trading on opening day. The centre is fully let; it is trading well and is achieving strong customer loyalty. Shopper reaction to the environment and mix of tenants was instantly favourable and retailers have achieved levels of trade far in excess of their original expectations. In addition to fulfilling its potential as a major shopping and leisure centre, The Blanchardstown Centre has benefited from a huge sense of ownership within the local community. 4,000 people now work in the centre and many come from the immediate area. In its first year of operation, the centre attracted 10 million visitors. The PR launch campaign won the coveted PRC Award for ‘Excellence in Communication’. More recently the centre won a Purple Apple Award from the BCSC for it’s staging of Shaun Davey’s orchestral work ‘The Pilgrim’, narrated by Ben Kingsley. The centre is now valued at over 300 million Euros, with annual turnover in excess of 1billion Euros and records average weekly shopper visits of 300,000.
History The Blanchardstown Centre has its genesis in 1972 when the then Dublin County Council adopted a development plan which provided for the development of three town centres to the West of Dublin, one of those being at Blanchardstown. In the years since, the 30 IRELAND’S SUPERBRANDS
infrastructure has been put in place to provide efficient access to the Blanchardstown area and its new town centre. The Blanchardstown Centre was opened by the then Taoiseach, Mr John Bruton on October 16th 1996.
Product The original master plan for the Blanchardstown development provided for a broad range of town centre uses with the retail element at the core. In designing the centre, the aim was to lift people’s horizons above their normal expectations for a shopping centre, in terms of layout, general environment and particularly the quality of finish. This point was considered vitally important to the ultimate success of the centre both in human and commercial terms. “The Blanchardstown Centre is designed for shoppers. Its layout is aimed at clarity and ease of orientation. It offers a pleasant, naturally lit space, high standards of finishes, lighting, convenience and sophistication”. Internally the space is organised along a twostorey mall that joins a central area. One of the
17321.Superbrands batch 4 OK
10/5/00
7:48 AM
Page 7
most impressive design features of the centre is this central area and its spectacular glazed roof. The area provides a focal point and acts as a
natural hub for the malls at both levels. The central area with glazed arches, reaching a height of 20 metres, creates an atmosphere of a covered Plaza. The sunlight penetrates the glazed roof and with the addition of water, trees and shrubs, provides an open-air feeling and encourages outings as opposed to fleeting visits. The world class internal finishes; white synthetic glass, stainless steel and ceramic tiles are co-ordinated to achieve a light and neutral backdrop for the exciting theatre of visual merchandising. Units around the central area mainly comprise restaurants, fast food and cafeterias, all relating well to the multi-screen cinema and Library/Arts Centre which together, provide a vibrant environment for social and cultural activities. In addition to a great variety of food, entertainment and many of the leading retailers in Europe, the centre features a welcoming management suite, mother and baby facilities, creche and generous toilet facilities. It is designed to be particularly welcoming and user friendly for disabled consumers.
Recent Developments Apart from its core-shopping element The Blanchardstown Centre has been notable for a number of groundbreaking initiatives, primarily the development of nearly 300,000 square feet of retail warehousing. It is acknowledged among property professionals that this retail warehousing is the forerunner of its type in Ireland. With the benefit of a free site and financial contributions from Green property Plc and the EU, the local Arts Committee have commenced construction on their development of a Community Arts Block and Theatre. Fingal County Council is developing new offices and is planning the opening of the largest purpose built public library in the Country. Future plans include the construction of an 11-storey, state of the art, landmark office block on site.
Promotion When the centre was launched, the key task was to generate excitement and interest and to educate people on its exact location and how to get there. In addition, the launch campaign began the process of developing a unique personality for the centre in order to differentiate it from all other Centres. The personality was built around four key attributes: the retail combination, the highly attractive shopping environment, convenience and comfort. Promotion was
designed to grow and adapt as the centre developed, but was focused on what was currently on offer at the launch phase. Subsequent communications included a high quality colour magazine called ‘Carte Blanche’. This provides a novel platform for event and product promotion.
Brand Values The Blanchardstown Centre brand values are dictated by the unique and enduring experiences of its consumers and the ways in which their physical and emotional experiences with the centre evolve and are interpreted. These values are continually changing in line with brand and competitive offerings. Early research in the life of this very young brand indicate that shoppers rate; ease of access, user friendliness, ‘day outing’, pleasant environment, food, entertainment, community involvement and disabled friendly as central values. The enormous on-going challenge is to prioritise these values and to communicate them in a competitive and compelling way.
Things you didn’t know about
The Blanchardstown Centre The drawing power of The Blanchardstown Centre has rivalled, in Irish terms, that of Metro and Meadowhall regional scale centres in Britain. 625,000 people live within twenty minutes drive from the centre. Car ownership is almost one per household in the hinterland. It is one of the most modern and exciting developments of its kind in Europe 41,000 trees and shrubs were used to landscape the site. The entire shop frontage is equivalent to Grafton Street, 4,000 people are currently employed in the centre. 300,000 shopper visits are made each week drawing visitors from all over western Dublin, the Leinster region and the rest of Ireland, (including the North).
