Capital & Regional rebrands The Mall to reflect Walthamstow’s distinct local identity

Walthamstow’s community shopping centre has been renamed from The Mall to 17&Central. The change, which reflects Walthamstow’s unique E17 postcode, is the latest in a series of initiatives to repurpose the centre and ensure it fully reflects the area’s distinct London identity, as well as the needs of its local residents.

Over the last number of years, a significant investment has been made into the newly named 17&Central with the aim of ensuring that the services, shops, food offering and the wider role the centre plays as a hub for the area are in line with the community’s specific local needs and demands. Part of that investment has been the refurbishment of the section of the centre that was affected by fire in 2019, as well as wider plans that will transform Walthamstow town centre, provide new shops, homes and leisure opportunities and create hundreds of new jobs. 

17&Central is there for the people who use it – whether to shop, socialise or run a business – and we wanted to give the centre an identity that elevates the area’s E17 postcode and reflects its central role in the community

Capital & Regional CEO
Lawrence Hutchings

Lawrence Hutchings, CEO of Capital & Regional said: “Like all of the communities we work with, Walthamstow has its own distinct culture and dynamism. We very much see ourselves, our people, our customers and the services we provide to local residents as an integral part of that.

“17&Central is there for the people who use it – whether to shop, socialise or run a business – and we wanted to give the centre an identity that elevates the area’s E17 postcode and reflects its central role in the community. We’re really pleased with the results and all the positive feedback we’ve had so far on the new name and signage.”

Cllr Grace Williams, Leader of Waltham Forest Council commented: “For over 30 years this shopping centre has been a focal point for the community, providing much needed local retail and services, creating employment opportunities and attracting investment, as well as acting as a social hub and a place to have fun. The new name, 17&Central, further aligns the brand with the local area and is another great illustration of how the centre’s staff continually work to adapt and evolve the offering to appeal to the Walthamstow community.”