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New name for key development fails to make its mark

"DEVOID of imagination", "It sounds like a stain" and "lacklustre" - those were just three of the responses to the new name for one of the biggest building projects in Southampton.

The West Quay Phase Three project, a massive extension to Southampton's WestQuay Shopping Centre, has been renamed - and it hasn't gone down too well.

Developers behind the scheme have decided to call the development Watermark WestQuay.

Hammerson says it spent many months working with creative specialists and Southampton City Council to come up with the new name.

The centre, the biggest commercial development planned for Southampton since the original WestQuay, will be built on the former Pirelli factory site next to Quays swimming complex and the existing shopping centre.

As well as a multi-screen cinema, the project includes a public piazza, a hotel and a 200- apartment block, as well as shops, bars and restaurants.

Andrew Hilston, project director for Hammerson said; "It is essential we create a strong identity to generate civic pride while linking the new scheme to the local area. Watermark WestQuay reinforces the reputation of our existing shopping centre, which is a well-known retail and leisure destination.

"The new name also makes reference to the city's heritage, referring to the time when the sea reached the historic walls, which will be an important feature of the new scheme for visitors to appreciate and enjoy.

"We feel the name also reflects the quality of the development which will combine exceptional architecture and well designed open space."

Cabinet Member for Economic Development, Councillor Royston Smith, said: "The development will, without doubt, attract hundreds of thousands of visitors to the city and will be a major boost for the economy. This is a fitting name for what is set to be a spectacular development in the city."

  • Read the full story in today's Daily Echo

    6:32pm Wednesday 9th July 2008

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    Posted by: Condor Man, Southampton on 8:24am Wed 9 Jul 08
    Skidmark WestQuay more like. At a time when City Lofts are almost certainly pulling out of Tyrells and Ocean Village is in a shambles why build more flats that people can't afford to buy? Why build a cinema when Leisure World is just across the road?

    If, like me, you are fed up with the appalling developments in Southampton bombard Royston Smith with emails until the council start to listen to the voters instead of false promises from developers.
    Posted by: Thomas D, Southampton on 8:24am Wed 9 Jul 08
    Is that the best a thinktank of creative specialists can come up with, oh dear. How about a name reminiscent of the cities heritage?
    Posted by: christopher dean on 8:35am Wed 9 Jul 08
    i cant see any mention of an Ice Rink ??
    Posted by: Cheeky Chappy on 8:36am Wed 9 Jul 08
    "Chav-o-plex" ?
    "Polish Plaza" ?
    "BingeDrink Village" ?
    "Tramp-o-leanto" ?
    "Another bit of awful cheap architecture - place" ?
    Posted by: Dixon on 8:56am Wed 9 Jul 08
    I'll bet that we will be gob-smacked when the Echo can exclusively reveal the cost for evolving a name that a six year old could dream up.
    Posted by: Squashy McSquash, Hythe on 9:08am Wed 9 Jul 08
    Thomas D wrote:
    Is that the best a thinktank of creative specialists can come up with, oh dear. How about a name reminiscent of the cities heritage?
    Good idea.

    How about:

    Titanic WestQuay?


    Posted by: ThomasD, Southampton on 9:11am Wed 9 Jul 08
    Thomas D wrote:
    Is that the best a thinktank of creative specialists can come up with, oh dear. How about a name reminiscent of the cities heritage?
    Good idea.

    How about:

    Titanic WestQuay?



    Well, it will probably suffer the same fate in the impending economic climate.
    Posted by: Jules, Soton on 9:17am Wed 9 Jul 08
    My dog could come up with a better name. Why does it have to take an army of "consultants" and thousands of pounds to come up with such a silly name. It cost the same amount of money to rename the great eastern Railway "ONE" and a slogan for Scotland's signposts to end up saying "welcome to Scotland." Marketing is the bane of our society! Can I give a name? "Mayflower Quay." There we go.........it's relevant and didn't cost a penny!
    Posted by: Flat Mate, Empty Flat on 9:20am Wed 9 Jul 08
    Yet more flats and another hotel, how many do we need within half a mile of each other
    Posted by: Crusty, Botley on 9:23am Wed 9 Jul 08
    How about caling it by it's original nick-name? Shed City
    Posted by: Ciaran on 9:24am Wed 9 Jul 08
    Bearing in mind where the development is, why not something like WestQuay Esplanade, Catchcold, after the tower in the walls there.

    Basicallym something with a bit of character rather than a no-mark description dreamt up by latte-drinking, ponytailed 'creative' specialists.
    Posted by: Arthur Flowers, The pub on 9:35am Wed 9 Jul 08
    Do we really need another multiplex cinema? Or more pretentious upmarket bar-restaurants, the type of which are frequented by suited bores and ladies with evening gowns and having a three course meal required remortgaging your house?
    A high quality outdoor public space is more important and while a "Piazza" is included in the scheme, I reserve judgement on what it's going to be like.

    Still, at least it's not more bland tin retail warehouse sheds. Let's just hope the architecture is better than the main WestQuay, it doesn't fit in with its surroundings at all and the 'Podium' at the bottom looks awful.

    As for the name - how many expensive consultants did it take to come up with that? The name could be anywhere in the country. These people must have a book with bland generic names for shopping centres like "Market Walk" or Meadow Hall" or "Blue Water". A name with local or historic connections would be far better.
    Posted by: Tamara, Whiteley on 9:36am Wed 9 Jul 08
    EastQuay would be my suggestion or failing that something like Piazza or Esplanade
    Posted by: Squashy McSquash, Hythe on 10:00am Wed 9 Jul 08
    Jules wrote:
    My dog could come up with a better name. Why does it have to take an army of "consultants" and thousands of pounds to come up with such a silly name. It cost the same amount of money to rename the great eastern Railway "ONE" and a slogan for Scotland's signposts to end up saying "welcome to Scotland." Marketing is the bane of our society! Can I give a name? "Mayflower Quay." There we go.........it's relevant and didn't cost a penny!
    My dog came up with a better name too...

    Woof Quay (actually I added the Quay bit, but the woof part was entirely his idea).

    How about Spitfire Quay? They could put a Spitfire statue thingy in the middle, or how about Benny Hill Quay?

    I can't believe my dog and I are giving all these ideas away for free!!


    Posted by: Sheitma Pance, Soton on 10:14am Wed 9 Jul 08
    How about Tricorn-Westquay in tribute to the previous white elephant shopping centre, not a million miles away?

    Posted by: Nod, Lordshill on 10:20am Wed 9 Jul 08
    You've got to laugh when a company name a building after "a faint design"

    Maybe a new name will be needed to get it more visible...
    Posted by: Jules, Soton on 10:33am Wed 9 Jul 08
    look on the bright side. It could have been the "Rupert Lowe centre."
    Posted by: anne clemson, southampton on 10:36am Wed 9 Jul 08
    Why do people in this city always have to be so negative? People would have complained about the name whatever they'd come up with. From what I can tell this development will give us the opportunity to enjoy upmarket leisure and more shopping in a space which is currently unused. If we want to be one of the region's great shopping destinations then we need a good offer to compete with Gunwharf. I like the name and think the project will be great for Southampton.
    Posted by: Ciaran on 10:46am Wed 9 Jul 08
    anne clemson wrote:
    Why do people in this city always have to be so negative? People would have complained about the name whatever they'd come up with. From what I can tell this development will give us the opportunity to enjoy upmarket leisure and more shopping in a space which is currently unused. If we want to be one of the region's great shopping destinations then we need a good offer to compete with Gunwharf. I like the name and think the project will be great for Southampton.
    No problem with the project (apart from the fact its been years in the offing and now only offers a fraction of what was originally envisaged).

    It's just the uninspiring, bland name that bears no connection to the city that is the problem.
    Posted by: Gayflower, Soton on 10:54am Wed 9 Jul 08
    Look at towns that are a success, and attract visitors, plenty of small shops, butcher,baker and candlestick maker ! These big complexes are great for shopping, but seeing a dead high street full of naff bars is not going to attract day trippers. Reduce the business rate for small shops and attract small traders.
    Posted by: Justin Genius, London on 10:59am Wed 9 Jul 08
    To all you ignorant people of Southampton, I'll have you know that I worked through my lunch break on this 'prestigious and creative' challenge.
    For those who may be interested, 'Watermark' came to mind whilst networking at the water cooler during a recent afternoon leisure break.
    Now if you think it's easy being a creative genius, then I challenge YOU to do better!
    Me and my team await your 'efforts' with baited breath...
    Posted by: Chris Hill, Southampton on 11:00am Wed 9 Jul 08
    What's the problem? I like the name - people seem to be getting too uptight and too willing to moan about something as simple as what the new development will be called. I think it reflects the seafaring heritage of Southampton and, more importantly, overall the plans will be good news for the area. Time to put Southampton back on the map!
    Posted by: Squishy, Hythe on 11:25am Wed 9 Jul 08
    How about...

    Captain Quay's Shoporama!

    All aboard for bargains galore. Why not enjoy my fabulous booty?!

    Sometimes I amaze even myself.


    Posted by: Iain, Lordshill on 11:28am Wed 9 Jul 08
    Well, that's what's going to happen when you give a company a shedload of money - they were clearly staring at the cash when they had their idea. Count yourselves lucky that it wasn't named the "Thin Metal Strip Quay" or "The Ugly Bird Off The Back Of The Fiver Quay".
    Posted by: Chester Drawers, southampton on 11:37am Wed 9 Jul 08
    Good to see that tax payers money is being well spent.Why did the Council have to go to a Consultancy company? All they had to do was run a competition for the public to name the development,this method was used for the naming of the Mayflower Theatre. The Council could even have had a tie-in with the Echo. Blimey,a missed opportunity there for you Echo boys!
    Posted by: Teach on 11:44am Wed 9 Jul 08
    How about the Hokeyco Quay?
    Posted by: Tommy Cooper on 11:50am Wed 9 Jul 08
    What about Don-Quay ?
    Won-Quay ?
    Tur-Quay ?
    Alicia Quay?
    Fun-Quay?

    ... I'll get my coat !
    Posted by: Geoff, Southampton on 12:07pm Wed 9 Jul 08
    WHAT.....no ice rink !
    Posted by: Lew Mussis, Southampton on 12:29pm Wed 9 Jul 08
    This is what we get for letting the Tories into Southampton!
    Posted by: General Malaise, Nearby on 12:39pm Wed 9 Jul 08
    Tommy Cooper wrote:
    What about Don-Quay ? Won-Quay ? Tur-Quay ? Alicia Quay? Fun-Quay? ... I'll get my coat !
    You could try

    Han-Quay
    Span-Quay

    or even
    Wan
    Posted by: Nod, Lordshill on 12:40pm Wed 9 Jul 08
    have to say that it's the developers HAMMERSON who have come up with this name, not the council, but either way I can envisage the following.

    Lost Car Driver Do you know where the Watermark is?
    Passer by have you tried holding the Map up to the light?

    Lost Car Driver is that the Watermark there?
    Passer by no, that's a coffee stain.
    Posted by: confused, home on 12:45pm Wed 9 Jul 08
    AND GUESS WHAT!!!!
    STILL NO ICE RINK
    Posted by: loulou, Outskirts thank god on 12:52pm Wed 9 Jul 08
    I agree still no Ice rink. But don't think this has anything to do with Tories because all the funny hand shakes were taking place when we had Labour in control..

    Posted by: Jules, Soton on 12:56pm Wed 9 Jul 08
    Justin Genius wrote:
    To all you ignorant people of Southampton, I'll have you know that I worked through my lunch break on this 'prestigious and creative' challenge. For those who may be interested, 'Watermark' came to mind whilst networking at the water cooler during a recent afternoon leisure break. Now if you think it's easy being a creative genius, then I challenge YOU to do better! Me and my team await your 'efforts' with baited breath...
    Yeah....we can do better. just shows that local people have no say whatsoever. I'm quite sure that there are plenty of people who can cut through the crap of marketing consultancies like yours. For a start, there should be a name that has some local resemblance. Bet your meeting at the water cooler didn't take that into account...
    1. Mayflower
    2. Sotonian
    3. Spitfire
    4. Southern
    5. Palmerston
    6. Waterside
    Better still. Forget the shops and build a bus station or an ice rink, something that people in this city need more than just a slogan!
    Posted by: Arthur T. Flowers, Still in the pub... on 12:57pm Wed 9 Jul 08
    confused wrote:
    AND GUESS WHAT!!!! STILL NO ICE RINK
    They should have built an ice rink shaped like a Spitfire with a replica of the Titanic in the middle.
    Posted by: Arthur T. Flowers, Still in the pub... on 1:02pm Wed 9 Jul 08
    They should have built an Ice Rink in the shape of a Spitfire...with a replica of the Titanic in the middle. That would surely have satisfied everyone!
    Posted by: one eyed boy scout, highfield on 1:07pm Wed 9 Jul 08
    i,ve hear the tower of flats is going to be for all the new turkish immagrants coming,maybe kebab city?
    Posted by: Arthur T. Flowers, Still in the pub... on 1:08pm Wed 9 Jul 08
    Yes, a Bus Station would be very useful after the old one was pulled down. I really don't see why we need a load more upmarket shops, particularly as the Tyrell & Green and Nationwide buildings have been vacant for years. Put the new shops in there and put these fine buildings back to a good use rather than building another identikit new shopping mall.

    I still think the Watermark site would be far better utilised as a public space, landscape it with some park areas and some paved areas, build a couple of small cafes, some good quality public art or a water feature.
    Posted by: Iain, Lordshill on 1:35pm Wed 9 Jul 08
    Jules wrote:
    Justin Genius wrote: To all you ignorant people of Southampton, I'll have you know that I worked through my lunch break on this 'prestigious and creative' challenge. For those who may be interested, 'Watermark' came to mind whilst networking at the water cooler during a recent afternoon leisure break. Now if you think it's easy being a creative genius, then I challenge YOU to do better! Me and my team await your 'efforts' with baited breath...
    Yeah....we can do better. just shows that local people have no say whatsoever. I'm quite sure that there are plenty of people who can cut through the crap of marketing consultancies like yours. For a start, there should be a name that has some local resemblance. Bet your meeting at the water cooler didn't take that into account... 1. Mayflower 2. Sotonian 3. Spitfire 4. Southern 5. Palmerston 6. Waterside Better still. Forget the shops and build a bus station or an ice rink, something that people in this city need more than just a slogan!
    You know that Whooooosh! sound that you just heard? That wasn't people throwing things at you for once, it was something else going over your head.
    Posted by: In the know..., Bishops Waltham on 1:38pm Wed 9 Jul 08
    ...the ice rink cometh! Not long now...biggest in Europe, open 24/7/363.
    Posted by: in the knower, soton on 1:55pm Wed 9 Jul 08
    what about

    POLESQUAY

    DOLESQUAY

    KEYQUAY

    KINQUAY

    I thank you
    Posted by: Bob444, Southampton on 2:00pm Wed 9 Jul 08
    It sounds like the "Its-not-made-from-w
    heat-it's made-from-oats-abix" brigade have dreamed up this totally characterless name. Perhaps they would have got a better result if there had been a competition for the general public to come up with a name. A thousand pound prize would have got a lot of brain boxes working.

    My suggestion is to call it The Bus Station.

    Posted by: confused, Ikea site on 2:04pm Wed 9 Jul 08
    The centre, the biggest commercial development planned for Southampton since the original WestQuay, will be built on the former Pirelli factory site next to Quays swimming complex and the existing shopping centre.


    have i missed something, isn't Ikea being built on Pirelli site?
    Posted by: Dr Wardski, Monkey World on 2:14pm Wed 9 Jul 08
    Mon-Quay?
    Posted by: southy, redbridge on 2:19pm Wed 9 Jul 08
    In the know... wrote:
    ...the ice rink cometh! Not long now...biggest in Europe, open 24/7/363.
    sorry in the know its been put back to the year 5078
    how up rooting southampton and rebuild it to the north a few miles up on high ground where it cant get flooded every time it rains
    Posted by: baz, southampton on 2:55pm Wed 9 Jul 08
    why not use the space for more containers to be dumped?
    Posted by: Darren English, Southampton on 2:58pm Wed 9 Jul 08
    How about "Duplicate Quay". Like we actually need yet another cinema, A load of pubs and restuarants. This city already has more of one particular business than anywhere else I have seen. There are 2 argos's, 2 Boots, Hundreds Hair Salons, 2 Superdrugs. Are people so lazy that we need loads of these stores, because people cant be bothered to walk from one to another.
    Why not develop and ice rink, or a Music Arena. Make Southampton a place that stands out more than anywhere else.....because it's getting boring.
    Posted by: Ciaran on 3:24pm Wed 9 Jul 08
    confused wrote:
    The centre, the biggest commercial development planned for Southampton since the original WestQuay, will be built on the former Pirelli factory site next to Quays swimming complex and the existing shopping centre.


    have i missed something, isn't Ikea being built on Pirelli site?
    Ikea is yes, but the Pirell site used to be far, far bigger and take up the entire length of Western Esplanade.
    Posted by: goard, Southampton on 3:42pm Wed 9 Jul 08
    Most of us are born and bred Soton and back to the time 'blog'. We have a pride in this town, sorry 'City' and wish to protect it, almost with our reputations and lives. We are canny people and know when we are being invaded - we have the ancient walls but this does not, unfortunately, protect us from the invasion of developers, ownerswhip of all our riverways and 'get rich quick kackers - but how dare anyone encrouch on our surrounding areas and countryside, we will never let go - we can only show our anger at this intrusion and will forever show our angst.

    Goard

    Goard
    Posted by: Mark, soton on 4:00pm Wed 9 Jul 08
    "We feel the name also reflects the quality of the development which will combine exceptional architecture and well designed open space."

    I hope the transport infastructure will also be a well designed space. unlike the restrictive roads that now service this part of town.

    As for the name, please! something nice I implore you, other than a reference to a faint stain.
    Posted by: Justin Genius, London on 4:03pm Wed 9 Jul 08
    WOW! So many great ideas...
    I've re-briefed the team but insisted that they stick with the water theme.
    The ideas are a bit 'hot and cold' at the moment, but we're running with a couple of thoughts. Once we've dipped our toe in the 'creative pool' I'm sure the names will just flow! We might even try and incorporate a plug for a local worthy cause... any ideas?
    Posted by: Richard, Locks Heath on 4:23pm Wed 9 Jul 08
    In the developers blurb, its the 'As well as a multiplex cinema...' bit that I like. It would've been nice, just once, to get away from these wretched things.
    Posted by: Just a thought on 4:39pm Wed 9 Jul 08
    This will do nothing to encourage families to visit your city. Day trippers do not need a hundred different movie screens to look at; they do not need hundreds of pubs or expensive eateries; they do not need more of the same old same old malls........
    You need interesting shops; family style eateries; good clear signage to good museums/attractions; clean streets/parks; decent infrastructure e.g. bus station.
    Until you get these you can kiss good bye to money from day trippers.
    For the record Watermark stupid name.
    Posted by: May Duppnaym on 4:49pm Wed 9 Jul 08
    I-Quay-a. How's that? I didn't even have a dog to help me.
    Posted by: Jane Scott, Southampton on 5:05pm Wed 9 Jul 08
    I don't understand what you are all moaning about. Everyone has been complaining that Southampton is falling behind and someone announces a huge development which sounds fab and all you can do is moan about what it is called. Who said there won't be an ice rink in the winter? Who said there won't be space for art, cafes, a water feature or park area? The plans aren't even out yet so you don't know.
    I personally think it sounds a great development for Southampton and i look forward to its arrival.
    Posted by: Ciaran on 6:36pm Wed 9 Jul 08
    Jane Scott wrote:
    I don't understand what you are all moaning about. Everyone has been complaining that Southampton is falling behind and someone announces a huge development which sounds fab and all you can do is moan about what it is called. Who said there won't be an ice rink in the winter? Who said there won't be space for art, cafes, a water feature or park area? The plans aren't even out yet so you don't know.
    I personally think it sounds a great development for Southampton and i look forward to its arrival.
    Erm, well we do know because this development has been mooted since they completed the shopping centre.

    It's always been known as West Quay Three, and we were all hoping for a name with a local connection and a bit of character.

    Sadly, we seem to have aimed too high.
    Posted by: confused, Ikea site on 6:43pm Wed 9 Jul 08
    Posted by: Ciaran on 3:24pm today

    Ikea is yes, but the Pirell site used to be far, far bigger and take up the entire length of Western Esplanade.


    thanks Ciaran, almost before my time, i only ever remember the front part of the factory and the National Express station next to swimming pool on Western Esplanade
    Posted by: confused, Ikea site on 6:47pm Wed 9 Jul 08
    Dr Wardski wrote:
    Mon-Quay?
    you've abbreviated the wrong day of the week.

    after all the rain and the effects of global warming (yer, right!), fittingly the sea will reach the Watermark once more, it will then be ..... Sun-Quay
    Posted by: ex so'ton, Abingdon on 7:52pm Wed 9 Jul 08
    The Watermark is a wishy-washy kind of name, no ice rink or Spitfire memorial included here. As this is built on reclaimed land the development could well be called the Wastelands. Failing that it might be called Gunlesswarf Quay, a name borrowed from our rival City P'm*uth!
    Posted by: Artful Dodger, Millbrook on 7:55pm Wed 9 Jul 08
    What about Scumline West Quay, so that visitors from Portsmouth will know where to come.
    Posted by: Mad Max, the prairies on 8:01pm Wed 9 Jul 08
    it will be like any other new development after the 18 month rent honeymoon period... prices will rocket, shops will close and the you are left with it being "Emp Quay"
    Posted by: emillie on 10:13pm Wed 9 Jul 08
    What's the point of more hotels, flats and shops plus the rest did they even think about something for the kids growing up in the city centre near by? Why not build something for them, so they have somewhere safe to go!!
    Posted by: steve9091, Southampton on 1:53pm Thu 10 Jul 08
    Why not give it a name that relates to the area like Westgate, Arundel or Pilgrim Plaza as the Piligrim Fathers set sail from there.
    Posted by: Badlydrawnsaint, Hedge End on 5:16pm Thu 24 Jul 08
    Condor Man wrote:
    Skidmark WestQuay more like. At a time when City Lofts are almost certainly pulling out of Tyrells and Ocean Village is in a shambles why build more flats that people can't afford to buy? Why build a cinema when Leisure World is just across the road? If, like me, you are fed up with the appalling developments in Southampton bombard Royston Smith with emails until the council start to listen to the voters instead of false promises from developers.
    Condor Man, you are an idiot. Regardless of the name these proposals would be a welcome and attractive addition to the city centre. Southampton needs to attract visitors and this will help redress the shift of appeal on the southcoast which unfortunately has shifted in favour of Portsmouth in recent years. Yours is typical of a small section of our city's community, who it would rather watch Southampton stagnate than admit actually approving of a proposed development. We need to move forward.
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