Visitors needed a faster way to find the right stores, categories, amenities and seasonal information on mobile. Tenants needed better visibility across search and campaign content. The marketing team also needed a more flexible platform that could keep pace with the retail calendar without turning every update into a technical task.

At the centre of the project was a bespoke store directory designed to act as a live, filterable source of information. Shoppers can browse by category, interest and location, while the content structure gives the centre more room to promote offers, events and lifestyle content. The visual system keeps the experience clean and easy to scan, allowing tenant brands and campaign content to do the work.

Brainstorm structured the site around how people search for retail destinations, stores and seasonal ideas. The taxonomy was refined so tenant pages, offers and campaigns could be surfaced more clearly, while technical SEO supported local discovery. After launch, the platform could continue to evolve through a practical launch and learn cycle aligned to promotions, events and shopper behaviour.