Trinity puts Leeds on the ‘cool’ list

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One of the jewels in the city’s retail crown, Trinity Leeds, has been voted among the UK’s ‘coolest’ brands by an influential list of designers.

The landmark £350m development has bagged a top spot on the prestigious CoolBrands list by a panel of judges including designers, style experts and prominent figures from the worlds of TV, fashion and music – such as author Sophie Dahl, singer-songwriter Labryinth and model Jodie Kidd.

Trinity Leeds is sharing its ‘CoolBrands’ status with the likes of Apple, Green & Blacks chocolate, Prada and Glastonbury and is the only shopping centre in the north on the list this year.

Paul Smith, marketing manager at Trinity Leeds, said: “This award is recognition of everyone’s efforts at Trinity Leeds to maintain a top class experience.

“It is important for any brand to understand their customer in a changing environment and react to remain relevant.

“We went through a brand process that included design, service, leasing, marketing and digital so everyone works towards one goal – to be recognised is incredibly rewarding.

“We’re incredibly proud of our stunning building, the impressive variety of retailers and leisure options, our innovative Trinity Kitchen offering and all who work here to ensure our reputation and brand remains positive and, of course, cool.”

The one million square foot shopping centre, owned by Land Securities, beat tough competition to take its place on the CoolBrands list, which is co-ordinated by The Centre for Brand Analysis. The list was drawn from thousands of independently identified brands and whittled down into a shortlist of approximately 1,100.

The British public also voted alongside the judges and were asked to take into account factors such as style, innovation, originality, authenticity, desirability and uniqueness.

The views of both audiences were combined to identify the most highly rated brands – which achieved CoolBrands status.

Stephen Cheliotis, Chairman of the CoolBrands Expert Council, said: “It’s great to see this new and innovative shopping centre achieve CoolBrand status so early in its history.

“As the only shopping centre in the north to achieve a high rating in our survey this year, I’m sure Trinity Leeds are both delighted to outperform regional rivals and to be so highly regarded by both the influencers on the CoolBrands Council and British public alike.

“This digitally-enabled leisure destination successfully marries on and offline experience, which in-part explains why it’s not just host to iconic brands but is fast establishing its own formidable brand credentials.”

Who do you think should make the cut?

Also on the list is Leeds-based bank first direct, which was also named the top brand for customer service by Which? this month. The banking group is the main sponsor of the First Direct Leeds Arena. Restaurant group Gaucho, which has an eaterie in Leeds and is known for its steak dishes, was also given a CoolBrand thumbs up. What other brands and venues in Leeds do you think should have been given official Cool status? Tweet us at @leedsnews or email your suggestions to yep.newsdesk@ypn.co.uk

Gareth Harris of RSM Restructuring Advisory LLP

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