Lakeside Village Unveils New Branding and Logo to Reflect Plan for Center Improvements and Increased Community Engagement

Baltimore-based Continental Realty Corporation acquired the 460,000 square foot super-regional lifestyle center in Lakeland last year and immediately announced a $3 million renovation strategy

(Images credit: Continental Realty Corporation)

Following its acquisition of Lakeside Village last summer and its plan to embark on a more than $3 million renovation and improvement strategy, Continental Realty Corporation (CRC) has unveiled new branding and a new logo for the nearly 460,000 square foot super-regional lifestyle center located in Lakeland, Florida. The Baltimore-based real estate investment and management company explained that the updated branding reflects the vision for “the dawn of a new era for the center, as well as ownership’s plans to continually evolve and innovate Lakeside Village in response to changing market dynamics and customer shopping patterns and preferences.”

“The rebranding of Lakeside Village Shopping Centre reflects our dedication to creating an inclusive space where individuals can shop, connect, and engage in a variety of experiences,” stated Kristina O’Keefe, CRC’s Vice President, Commercial Division. “In the realm of lifestyle centers, the logo stands as a defining symbol. We anticipate this fresh branding not only attracting and retaining exceptional retailers, but also enhancing tenant satisfaction and fostering a deeper sense of loyalty among local consumers.”

The branding and design were created by Derek Friday, Art Director, and Experiential Graphic Designer, Finndustry, in conjunction with input from CRC’s marketing and leasing teams. “The logo features a sleek font and a vibrant color palette, capturing Lakeside Village’s commitment to providing a dynamic, stylish, and community-centric shopping environment,” Friday explained.

(Images credit: Continental Realty Corporation)

Located at 1479 Town Center Drive just east of Tampa, Lakeside Village is anchored by Belk, CMX Lakeside Village 18 & IMAX, Books-A-Million, and shadow-anchored by Kohl’s. The center includes more than 70 tenants offering a diverse mix of uses, including entertainment, medical/healthcare, fitness, food, and beverage as well as 46,000 square feet of Class A office space.

Additional tenants include Burger 21, Chico’s, Fish City Grill, Ideal Image, Pearle Vision, Saigon Bistro, Versona and Victoria’s Secret. The open-air lifestyle center sits on 88 acres with over 2,000 feet of frontage on Polk Highway, which connects to I-4 and the greater metropolitan areas of Orlando and Tampa.

CRC’s renovation strategy will focus on replacing the shopping center’s roof, painting the exterior, and revitalizing the commercial office space. The company is supplementing this investment with a refreshed events schedule, ranging from shopping promotions to community-centric and seasonal activities, as well as special collaborations that will further enhance the Lakeside Village experience.

“A lifestyle center’s logo serves as its most recognizable asset,” O’Keefe added, “and we expect this new branding to serve as an inspiration to attract and retain compelling retailers, achieve tenant satisfaction and further instill a sense of loyalty among area consumers.”

Headquartered in Baltimore, Maryland and founded in 1960, Continental Realty Corporation is a full-service commercial real estate and investment company focused on acquiring and operating retail and multifamily properties. The privately held firm owns and manages a diversified portfolio of retail centers consisting of nearly eight million square feet of commercial space and over 9,000 apartment homes across 11 states, with a portfolio value exceeding $3.7 billion. For additional information, visit