The Parade, Swindon

A targeted £5 million redevelopment to revitalise an existing town centre retail asset.

  • Client: Shearer Property Group and Ignis for UKCTP
  • Regeneration within an 80,000 sq ft centre
  • Contemporary architectural design
  • Efficient use of town centre infill site
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In line with the wider masterplan for the regeneration of Swindon, The Parade required an injection of investment to bring the asset up to date. Having worked on the redevelopment of the centre in the late 1990s, Leslie Jones Architecture was commissioned to undertake a targeted regeneration project.

The scheme created modern, flexibly configured space over two floors for retailers including River Island. It also involved the demolition of a former BHS store and reclamation of a surface car park to create a prime corner unit, bridging the divide between The Parade and Swindon’s wider retail offer.

Leslie Jones injected creativity into the new 10,000 sq ft store with the formation of a striking double-height frontage with sandstone cladding and brass detailing, which characterise the scheme as a whole. The dynamic, contemporary store now houses a new flagship TopShop.

The new scheme has initiated a step-change in aesthetic quality for the whole development, demonstrating how a targeted redevelopment can revitalise a larger asset, attracting new tenants and improving the customer experience. As a result of the scheme’s success, Leslie Jones is delivering a 25,000 sq ft store for H&M at the opposing end of The Parade.