STORE bosses in Exeter have unveiled a major new bid to promote Princesshay and attract shoppers to the city centre.
They have applied for planning permission to erect huge new signs highlighting the city's premier shopping area.
And major work is planned on 'refreshing' Princesshay with new logos, lighting and street furniture.
The plans represent the first major refresh of Princesshay since the £225m shopping centre opened in 2007.
It follows plans recently unveiled by the Guildhall Shopping Centre to improve its look.
City centre bosses and business leaders have welcomed the investment and said it is crucial for the city centre to keep a fresh and modern look.
As these images show, Land Securities is planning a new look with striking signs at every approach to Princesshay.
It will get new LED underfoot lighting to encourage later shopping, extra seating and additional planters.
If given the go-ahead the new branding will be used throughout Princesshay and the LED lighting will be a particular feature 'to enhance the shopping experience in the evenings'.
Another major change will be planters and lighting strung across Bedford Street, between Debenhams and the businesses, including Cafe Rouge and Byrons, opposite.
Featured lighting underfoot will be inserted into the paving at the entrance to Bampfylde Lane and lighting will also be incorporated into the steps in Catherine Street, facing the priory.
Timber panel seating will be fixed to the steps facing Dingles and there will also be windbreaks and additional planting.
Katherine Armstead, Land Securities senior portfolio manager said: "The works we have submitted for planning we think will significantly improve the public and outdoor spaces of Princesshay.
"The enhanced external environment will feature new and additional seating, new lighting, wall and floor treatments and additional signage in order to improve finding and navigation around all areas of the centre.
"The plans include a refreshed Princesshay logo and identity which plays on the fleur-de-lis featured on the Exeter coat of arms, with a modern stylish take on this part of Exeter's heritage."
The proposed improvements to Princesshay will be jointly funded by the landlords, Land Securities and the Crown Estate.
Wayne Pearce, Princesshay centre director, said: "This investment is a commitment seven years on to maintaining and refreshing parts of the centre."
The plans have been welcomed by John Harvey, the city centre manager.
He said: "It's important that as a city overall we keep pace and continue to change and continue to look at how we can make our assets as attractive as possible to the shopping public.
"This comes at a time when the Guildhall Shopping Centre is going to very shortly undergo major changes to make it more attractive and this is another sign of continued investment and is very welcome.
"This is a great investment and should ensure that some of the best spaces in the centre remain really attractive."
Derek Phillips, Vice president of Exeter Chamber of Commerce: "The chamber is very pleased to see Land Securities and the Crown Estates continued investment in Exeter's outstanding retail offering."
