A unique initiative to reinvent Poole’s retail offering


Here at Make Studio we have been honoured to have the opportunity to be a part of a local project – the regeneration of Kingland Crescent, which was a unique initiative led by Legal & General and aimed to reinvent Poole’s retail offering.

Once the beating heart of the town, Poole’s shopping district was offering a tired mix of empty shop units and small chain stores before the regeneration project. This had a knock-on effect to the rest of the area, creating a downward spiral of brick-and-mortar retailing within the area and more and more people choosing to avoid the High Street and shop online instead.

The redevelopment of Kingland Crescent is just the first step in Legal & General’s long-term plans for the area. The wider scheme aims to transform the area into a thriving new high street and aim to attract more local, independent businesses that will help breathe new life into Poole.

With our Creative Director Andy Russell (previously of the Mega.Agency) taking the helm, we created a bold, unapologetic and inviting rebrand that celebrates this exciting new chapter for the area. We took the opportunity provided u by the client’s confidence in us and threw out the standard design tropes of seaside, giving Kingland an originality and energy that will help revive it as a unique shopping destination.

With a call to independent businesses at the heart of the rebrand, ‘Long Live Local’ became our mantra and we welcomed a selection of the very best brands the county had to offer to the Kingland Crescent development. We collaborated with local artist Rick Walker (Paintshop Studio) on the creative

Led by Hollie Newton (Executive Creative Director) we installed phase one of the new initiative on behalf of Legal & General in July 2021.

If you are visiting Poole at any point and have the pleasure of visiting Kingland Crescent, or happen to see it from the train, please snap and share a picture, tag it #wearekingland and let us know what you think.