Agency appointed to shape City Village vision

A landmark Bradford regeneration scheme is progressing as plans take shape to transform a city centre neighbourhood.

Leeds-based marketing and placemaking agency DS.Emotion has been appointed to lead the promotion of Bradford City Village, one of the most significant developments in the city’s recent history. 

The project is being progressed by Bradford Council in partnership with regeneration specialist ECF and developer Muse Developments.

City Village will transform the former retail heart of Bradford city centre, replacing the ageing Oastler Market and Kirkgate Shopping Centre with a sustainable, community-focused neighbourhood. 

Plans include up to 1000 new homes, three new parks and upgraded public spaces designed to support healthier, greener city living.

The development will also deliver improved walking and cycling routes and enhanced public realm, helping to better connect residents with local facilities.

Angus Armitage, co-founder of DS.Emotion, commented: “This is a very significant appointment for us. 

“As a Yorkshire-based company, we are acutely aware of the magnificent history and heritage of a city like Bradford, together with its potential. 

“It is a privilege to be working on such an important project, which will modernise and transform the heart of the city.

“Our role will be to lead the branding, marketing and placemaking for the City Village to ensure that branding of this development reflects the vision of the council, Muse and ECF.

“Once the branding has been established, we will be creating marketing collateral, including website, presentations for stakeholders and potential residents, advertising campaigns and videos, site graphics and other promotional items.”

James Dinsley, development manager of Muse/ECF, added: “It was clear from the outset that DS.Emotion has the experience and expertise required to deliver authentic and sustainable placemaking. 

“Their proven track record of achieving successful outcomes elsewhere demonstrated a strong understanding of, and clear alignment with, the vision for Bradford City Village.

“Their ability to deliver everything from defining the place proposition through to creating the full suite of marketing tools needed to engage stakeholders and residents highlights the breadth of their skills and resources. 

“We are excited to be working with them to bring the vision for Bradford City Village forward.”

The project builds on wider regeneration momentum in the city centre, following the opening of Darley Street Market.

Bradford City Village sits alongside an unprecedented level of investment in Bradford’s transport network, including proposals for a new through railway station and a mass transit system linking Bradford and Leeds.

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