PWA was appointed in June 2011 following a limited design competition in response to a brief seeking to create a ‘4th generation fashion – led retail park’ on this gateway site approaching Rugby town centre from the M6. The key elements of the scheme include the introduction of new anchor stores, separating and improving servicing, reconfiguring the car park, improved pedestrian circulation, providing unit sizes in a configuration which met modern day retailer needs, as well as new catering opportunities and customer care, in order to increase the centre’s appeal and customer dwell time.
The entire scheme is drawn together by a simple but dramatic canopy covering a colonnade curving around the frontage. The buildings are set within a high quality landscape setting, exploiting the River Swift running through the site. The designs have satisfied the flood concerns of the Environmental Agency.
The tenant lineup includes Debenhams, Nike, Clarks, Superdrug, New Look, Outfit, River Island, Fat Face, Mothercare, H&M, Next, M&S, Homesense, TK Maxx, Nando’s, Ed’s Diner and Cafe Nero.
The scheme was shortlisted for the Revo Gold Award in the Refurbishment and/or Extension of the Year (over £5 Million) category.
The opening of Elliott’s Field Phase 2 in November 2017 enables the final part of the Phase 1 re-development to be completed. This involves the demolition of the Halfords building, extending the customer car park with enhanced landscaping and erecting a new unit adjacent to TK Maxx. Planning consent was granted in the summer of 2016 and works are due to be completed in Easter 2018.