Brunswick Centre: New name revealed for landmark Scarborough cinema site in plans to revitalise town centre

The Brunswick Centre, opened in 1990, once drew million visitors every year but fell into critical decline with the pandemic and the closure of its anchor store, Debenhams.

Now, owners confirm, it is to be renamed Square One as it is rebranded as a leisure destination, complete with Odeon Cinema, bars, restaurants and shops.

A new entrance on Somerset Terrace will "enhance connectivity" between the high street and the seafront, they said, while there will be improved parking as well.

This "new identity" for the Brunswick comes under plans to "redefine and revitalise" the town centre, with planning passed last year for the wider scheme.

Real estate giant Scarborough Group International (SGI), whose chairman Kevin McCabe is based in the town, acquired the shopping centre in September 2021.

Nicola Bulley, group head of marketing, said: "The rebranding of the Brunswick to SQ1 represents more than a simple name change; it signifies our commitment to creating a vibrant leisure-led destination that embodies community spirit and respects tradition while embracing innovation and renewal.

“We’re excited to roll out the new brand as we move towards the construction phase and look forward to announcing an exciting line-up of new occupiers, including the cinema operator, very soon."

The new name has been created with consultancy Keane, and is said to be inspired by the historic role of town squares as vibrant community hubs.

Dave Cressey, managing partner at Keane, said ambitions will "reinvigorate" the town's social scene, serving the people of Scarborough for years to come.

The Brunswick, dominating a prime town centre position on Westborough, performed well for when it first opened and peaked at an annual average footfall of seven million.

However, like many centres across the country, changing consumer shopping habits, accelerated by the pandemic and the loss of Debenhams, mean the setting has struggled.

Earlier this year, SGI confirmed that Odeon will be the anchor cinema for the new centre. It's been almost 40 years since the chain last had a presence in Scarborough, having previously occupied the Stephen Joseph Theatre where a cinema stood from 1936 to 1988.

North Yorkshire Council is now carrying out a feasibility study to assess what level of public funding may go towards helping the redevelopment project.

It is hoped construction can begin early next year, opening in 2027. And that it can prove a catalyst for further economic regeneration in the town centre.

David Skaith, Mayor of North Yorkshire, has spoken previously of his support for the scheme.

“Our high streets have been through a challenging time, and we need to support them to change and adapt," he said.

"Developments like these fit in with our ambitions to build vibrant and sustainable places fit for the future.

"This development will benefit both residents and tourists and we believe this will be a catalyst for further regeneration, which we are already seeing with the expansion of many nationally significant businesses that are headquartered in Scarborough.”

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