Victoria At 21
Crowned Winner at Purple Apple Awards
Royal Victoria Place in Tunbridge Wells has been successful in winning the top award at this year’s Revo (formerly BCSC) Purple Apple Marketing Awards. The gathering of the leading shopping centre marketeers from all across the UK took place on Thursday 5th May in London with the glitzy ceremony hosted by TV and radio presenter Edith Bowman.
West Kent’s largest shopping centre, was awarded the overall winner in the ‘Cause-Related’ category for its ‘Victoria At 21’ Community Art Project. This was a fiercely contested category with nearly 30 shopping centres vying to be crowned the winner. This award recognises an innovative marketing activity created from a partnership between a centre and a not for profit organisation.
Revo (formerly BCSC) Purple Apple Award is the only annual awards programme which recognises and rewards effective shopping and town centre marketing within the UK retail sector. This year more than 150 entries were submitted across 6 categories.
“Impeccable implementation and delivery of this campaign over a concerted period of time. The Royal Victoria Place team clearly put a considerable amount of thought into the planning of this community campaign in terms of the artist selection, customer engagement and grand reveal activity – which were all very well delivered.”
Member of the Purple Apple Awards Judging Committee
“We are delighted and very proud to have been awarded a Purple Apple Award as this builds upon the success of our previous wins in 2013 and 2014. Victoria At 21 has enabled us to engage with our local community and create a legacy artwork which will be enjoyed by visitors to Royal Victoria Place for many years to come."
"We would like to thank Helen Marshall for working so hard to achieve such an outstanding and innovative piece of artwork and also to all those who contributed to the project and helped make it a reality!”
Marc Burchett, Marketing Manager of Royal Victoria Place and organiser of the project
‘Victoria At 21’ was commissioned to commemorate the 21st Birthday of Royal Victoria Place and also its links with the town’s unique royal heritage.
In keeping with the centre’s royal namesake, artist Helen Marshall was commissioned to create a giant portrait of Queen Victoria at the time of her 21st birthday, the final image being kindly provided by the National Portrait Gallery, London.
This community artwork is composed of over 3,000 photographs featuring those submitted online by the public, from the centre archives and a whistle stop tour of the town itself undertaken by Helen Marshall visiting well-known local businesses, organisations and schools between December 2013 and June 2014. Read more
Royal Victoria Place is a shopping centre located in the town of Royal Tunbridge Wells, Kent. The centre was opened by the late Diana, Princess of Wales on 21st October 1992 after 36 months of construction and today is West Kent’s largest shopping centre boasting nearly 100 top name stores including the fashionable Bond Street department store Fenwick.
The historical portrait used for the final artwork was kindly lent by the National Portrait Gallery, London: Queen Victoria, reduced copy by W. Warman; after Thomas Sully, watercolour, (1838). © National Portrait Gallery, London.