Wykeland closes on Burton building rebirth, reveals fresh branding
The developer has joined with fellow key landlord Hull Trinity House to push the Whitefriargate retail pitch as it lines up the refurbished store’s reopening this year.
New branding has been unveiled for Whitefriargate, accompanied by the slogan “Old town, new beginning”.
Hull Trinity House owns the whole of the south side of the street, while Wykeland now owns around 60% of the north side’s frontage, including the grade two-listed 1930s Burton building.
The companies said they have created the brand to support the rejuvenation of Whitefriargate, seeking to attract new occupiers and investment as a critical part of the regeneration of Hull city centre.
New signage on and around the Burton building, which provides a gateway into the street from Queen Victoria Square, showcases the history of the landmark as well as describing its future.
Wykeland acquired the building, foermly occupied by the Burton and Dorothy Perkins brands that were flagships of the collapsed retail group Arcadia, out of administration in 2021, lodging plans the following summer for a £2.4m redevelopment.
Restoration works include the granite façade and art deco windows in a scheme expected to complete towards the end of this year.
Modern shopfront elements will be replaced with new frontages in keeping with the original style and design. The ground floor is being renovated to offer a 2,4000 sq ft restaurant or retail space, with the three upper floors set to house around 2,500 sq ft of flexible space each. There is also basement space.
Hull-based Hobson & Porter is the main contractor. Professional advisers include ID Architecture, Woodhall Planning & Conservation and flooding advisor Alan Wood & Partners.
The project is being supported by £750,000 from the Levelling Up Fund, with a further £450,000 grant from Historic England.
Along with the Burton building, Wykeland also acquired the former M&S and Littlewoods buildings on Whitefriargate.
Wykeland manging director Dominic Gibbons said: “We’re excited to reveal the new Whitefriargate brand and to use the restoration of the Burton building to showcase the area and the opportunities it offers.
“The brand provides a strong and recognisable identity for one of Hull’s most important retail locations and is a very visible statement of our intent to promote and invest in Whitefriargate.
“We’re committed to working collaboratively with Hull Trinity House to create a prosperous future for Whitefriargate as a strategically significant thoroughfare linking the heart of the city with the Old Town and waterfront.”
Captain DM Shaw, master warden of Hull Trinity House, said: “As the two leading property owners in Whitefriargate, it makes sense for ourselves and Wykeland to collaborate to promote the area.
“The new brand provides Whitefriargate with an attractive visual identity to underpin our shared ambition to bring new investment and energy to this key part of the city centre.”