Derby's main shopping centre will now be known as "Derbion."
The owners say the name, "brings together the centre’s geographical location and a sense of motion, inspired by Derby’s history of ingenuity and innovation, coupled with an ambition to continually move forward and evolve."
People have had a lot to say about the choice, with some confusion as people struggle to pronounce the name. Here are some of the comments from the centre's Facebook page:
Graham King - "I think going back to the Eagle Centre name would have made more sense than that."
Claire Pegg asked - "How do you pronounce Derbion anyway? Are we supposed to use the US pronunciation of Derby now?"
Lee Wood confidently replied with "It's pronounced Dar-be-un."
Susie Steeples Vardy - "Why? It just doesn't have an easy ring to it"
Emily O'Neill suggested "Derbados...like Barbados but Derby. Everyone at uni used to call it that"
Christina Murphy - "Actually, warming to it. The logo is really strong but it doesn’t really roll of the tongue!"
The owners say they spent months doing research before choosing the name:
We had a go at imagining how the centre might look:
The new brand will be displayed from March 2021 throughout the store, with the outside signs changing in May.