It’s the news that Watford has been waiting for as the shopping centre at the heart of the town takes a bold step back to the future to reclaim its iconic Harlequin name!
This summer, visitors and locals alike will be thrilled to see the much-missed Harlequin name reclaim centre-stage in the heart of the community. In a striking new design that lives up to its Harlequin spirit, the centre’s name will shift from atria Watford and return to its roots with a vibrant new look and feel for 2025.
Given the centre’s position in the centre of the Watford community, it’s natural that residents and shoppers care deeply about its name. For generations, it has been so much more than just a shopping hub, it’s a gathering place for family and friends known for big brand names, best in class shopping and unforgettable experiences.
The decision to reintroduce the Harlequin name comes in direct response to overwhelming public feedback, as the local community expressed a clear fondness for the original identity. The centre’s new owner, SGS Group has a deep respect for the town's heritage and places great importance on connecting with Watford’s residents and understanding what matters to them. Committed to the community, and to reinvigorating the centre’s rich history, Harlequin is set to return, brighter and better than ever.
To herald the return of the Harlequin name, visitors will see an exuberant new logo, fresh signage and a brand-new website to celebrate Harlequin’s playful and bold new identity. While the name is familiar, the customer experience will continue to evolve, delivering to visitors the best in retail and leisure, and giving them a reason to keep coming back to this well-known and much-loved community hub.
Photos of Harlequin Shopping Centre in the early 1990s
Simon Plumb, Centre Director of atria Watford said: “For over 20 years, this name represented more than just a shopping destination, it was a part of daily life for so many. We’re thrilled to bring it back with a bold, fresh energy. This isn’t about looking back – it’s about embracing what makes Harlequin special.”
Elected Mayor of Watford, Peter Taylor, said: "I am delighted that the owners have chosen this name. The Harlequin name has always been special to many people in Watford and remained how lots of residents and visitors referred to the shopping centre.
“Since opening in 1992, the centre has been a popular and important part of our town, with major improvements over the years, including the 400,000 sq ft extension which made it one of the UK’s largest in-town shopping centres. Last year the shopping centre had its highest ever number of visitors.
“Returning to the Harlequin name marks another exciting chapter in the centre’s ongoing story."
Celebrations will officially kick off this summer with a series of events and activations that will bring the community together to experience the all-new Harlequin. Whether popping in for a quick shop or spending the day with family, Harlequin is back – bigger, bolder and better than ever. Watch this space!”
