Creating the coolest corner of Leeds

Photo of the top of Temple Works in Holbeck Urban Village lit by golden sunshine, with a many-windowed converted warehouse in the background.
IGLOO REGENERATION

igloo Regeneration

The challenge

We were asked by igloo Regeneration to transform the perception of an overlooked, post-industrial area of Leeds. Perceived locally as unsafe, the district desperately needed to attract tenant businesses – especially in Marshall’s Mill, which had seen occupancy levels drop from 80% to 18% during the economic crash.

This wasn’t just about proving to stakeholders that Holbeck Urban Village had potential. We wanted to spark a real shift in behaviour that would see the quarter become a creative corner in which businesses would thrive, bringing people to the area.

The work

Our strategic team set to work across a fully integrated approach, managing stakeholder relations, media engagement and neighbourhood communications.

The pièce de résistance of the campaign was a project called Wonderwood. We assembled a talented team of creatives and developed a ‘pop up’ community garden to raise the profile of the site when construction was put on hold. Through Wonderwood, we targeted local residents and businesses, holding events at the space which encouraged thousands of visitors to the area, many for the first time.

Photo of a pink, wooden bunny in Wonderwood at Holbeck Urban Village, with grass, plants and trees in the background.
DAVID FOSTER
A black hanging sign reading “Leeds Brewery – Midnight Bell” is mounted on the exterior of a brick building along a narrow street.
IGLOO REGENERATION
Photo of a red-brick tower with gleaming windows in Holbeck Urban Village, with red-brick warehouses in the foreground.
IGLOO REGENERATION
Photo of an outdoor movie screening at dusk in Holbeck Urban Village, with rows of deck chairs facing a screen and converted warehouses in the background.
RICK HARRISON

The impact

The Wonderwood campaign achieved trade, national and regional coverage, with over 3 million editorial opportunities to see. It was nominated for a Leeds Architecture Award, was highlighted as an example of good practice at Tate Modern, and featured on The Guardian’s ‘Video of the Day’.

Meanwhile, Marshall’s Mill achieved 100% occupancy and the district is now home to True North – the biggest TV production company outside of London. Thanks to the shift in the area’s reputation, Holbeck Urban Village has become a valuable hotbed for creative and digital businesses, a favourite spot for locals, and been dubbed “the coolest corner of Leeds”.

Commercially smart, target-driven support

“I consider Animo PR to be an integral part of the igloo team, having worked with us for more than 15 years, in Leeds and now in Newcastle.

Commercially smart, the team understands the targets-driven needs of the business, ensuring we secure commercial occupiers and residential sales, as well as the ‘softer’ social value requirements we build into all of our places. Animo PR delivers with informed enthusiasm and creativity every time.”

Honor Massarella
Development Director, igloo

Relevant work

Ironworks

Reimagining a working district as a place to live

Granary Wharf, Leeds

From historic waterfront to city landmark