Marketing Manchester required a high-profile destination for their new Visitor Information Centre, prominently located in Piccadilly Gardens – the city’s primary gateway. By focusing on the needs of the visitor, the design team identified an opportunity to transform the traditional visitor centre into an immersive and dynamic experience.

At the heart of the concept was the creation of a striking beacon, a visual marker that could be seen from afar, providing a clear and inviting point of destination. Inside, the centre was designed to intuitively cater for a variety of user needs, whether it was casual passers-by picking up information spontaneously, visitors seeking quick access to tourist guidance, or those planning complex itineraries. Beyond practical information, the space offered an experiential brand environment that encouraged discovery of Manchester’s hidden stories and cultural assets.

The retail element was carefully curated to feature bespoke products designed by Peter Saville, Manchester’s brand manager, sitting alongside football memorabilia and tourist staples. The centre was conceived not just as an information hub but as a flexible third space – a venue that could host launches, exhibitions, media events, and activations for attractions across Manchester and the wider region.

The MVIC became a blueprint for how visitor information centres could be reimagined. A place that blended self-service, hospitality and immersive brand storytelling, setting a new standard internationally.

In the era of digital connectivity, the traditional model of tourist information centres, with paper maps, leaflet racks and queues, had become outdated. This project sought to reflect Manchester’s culture of openness and innovation, embracing new technologies and delivering a visitor experience that was as smart and dynamic as the city itself.