Watford’s main shopping centre is set to return to its roots this summer as it reclaims its iconic former name – Harlequin.
After years of being known as atria Watford, the centre is set to relaunch under the Harlequin name following strong feedback from the local community. A new logo, signage and website will accompany the name change, with a bold new identity aimed at blending the centre’s history with a refreshed look and feel for 2025.
The decision to bring back the Harlequin name was made by the centre’s new owners, SGS Group, who said they are committed to reconnecting with Watford’s heritage and residents. The move marks a significant moment for many in the town who still refer to the centre by its original name.
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.”
Watford’s elected mayor, Peter Taylor, welcomed the news. He said: “I am delighted that the owners have chosen this name. The Harlequin name has always been special to many people in Watford.
“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.”
The relaunch will be marked by a series of events and community activations this summer to celebrate the return of Harlequin.
To see iconic photos of the shopping centre in the 1990s, click here.
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