Design Studio f.r.a. to Create Wayfinding for Huddersfield’s Our Cultural Heart
f.r.a., an award winning and B Corp certified design studio, has been appointed by Kirklees Council to provide the wayfinding design masterplan for Our Cultural Heart, a new centrepiece for Huddersfield and the wider Kirklees district.
Our Cultural Heart is set in Huddersfield’s town centre and will see the former retail destination transformed into a new cultural centre that celebrates the character and diversity of the town. Our Cultural Heart will be a place to connect, inspire and create memories for its visitors.
Building on and celebrating the character, culture and diversity of Huddersfield, Kirklees vision for Our Cultural Heart will help to transform the town centre into a national destination for all.
Phase one of the development is due to begin opening Summer 2026 and will feature, a large food hall in the uniquely designed 1970s Grade II-listed Queensgate Market, known for its 21 concrete hyperbolic paraboloid1 roof shells as well as a newly designed glass front library hub with flexible spaces, both of which will frame a beautiful new public square providing an outdoor centrepiece for the scheme. With enough space for 3,000 visitors, the new public square will bring people together to enjoy food festivals, live music, outdoor cinema and theatre.
Shrewsbury and London based f.r.a. were appointed in February 2026, following an initial wayfinding strategy, and are currently working to deliver the first phase for Our Cultural Heart. The studio will then continue to apply their wayfinding design expertise for future phases of the ongoing development, through to its completion.
David Shepherd, Executive Director for Place at Kirklees Council, said:
“Our Cultural Heart is about creating a place that feels welcoming, intuitive and unmistakably Huddersfield from the moment people arrive. Wayfinding plays a vital role in that experience. It is not just about helping people navigate the space, but about reinforcing identity, celebrating heritage and making sure everyone feels confident and included as they explore.
“We are pleased to be working with f.r.a. to develop a wayfinding approach that reflects the ambition of the project and complements the unique architecture of Queensgate Market, the new library hub and the public square. As we move towards the opening of phase one in summer 2026, this work will help ensure visitors can fully enjoy everything Our Cultural Heart has to offer.”
Wesley Meyer, creative director at f.r.a. said of the appointment;
“This is a unique opportunity to use wayfinding to really help people connect to place. The cultural focus of the site, strong brand and one-of-a-kind heritage features, presents a chance to guide the local community and wider audiences through an amazing, shared experience.”
Jamie Trippier, Projects Director at f.r.a. adds;
“We are delighted to be working with Kirklees Council and Turner & Townsend on such a transformative project. From a public realm perspective, it is incredibly rewarding to help manage the delivery of a space that so effectively balances Huddersfield’s unique heritage with a modern, accessible environment designed to bring the community together.”
Phase two will include a Grade ll listed building, which will be redeveloped to become a flagship museum and art gallery space. A modern extension will house a 50-seat café and museum shop, helping the venue to become one of the leading cultural galleries in Yorkshire, attracting a wider audience to the town and creating opportunities for local businesses. A later phase will see a new urban public park act as a key link between the Our Cultural Heart scheme and the wider town centre.
Project Managers: Turner & Townsend