Atria Watford to revert to original name of Harlequin
The Atria Watford shopping centre is to revert back to its original name of Harlequin this summer.
In a statement, owner SGS Group said the strategic rebrand reflects a significant investment drive designed to elevate the centre’s retail, food, and leisure offering. It is also part of a wider repositioning strategy: to evolve Harlequin into a next-generation, all-day and evening destination.
In addition to the name change, the scheme will have a new logo, signage and website, and will also benefit from a dynamic new marketing campaign led by SGS’s retained agency, BWP Group.
Claire Barber, chief executive at SGS Group, said: “2025 marks a pivotal moment for this centre. Our decision to bring back the Harlequin name is rooted in what the community told us- it’s part of Watford’s identity.
“But this is about the future, not the past. Through bold leasing, creative activation, and strategic investment, we’re transforming Harlequin into a flagship destination for the region, built around experience, quality, and commercial performance.”
Harlequin’s retail line-up includes brands such as Apple, Uniqlo, Zara, Oliver Bonas, H&M, Cineworld, and Popeyes.
