HIDDEN Independent Shopping Trail designed by Makermet launched by Nottingham City Council

By Alex Traska on 28th Feb

Nottingham Independent Shopping Trail launched today; a free map available from the tourist and information centre, and accompanying mobile application, designed by Makermet.

Whether you're an independent retail business, or a shopaholic, Nottingham is an exciting place to be right now. Buzzing areas famous for independent shopping, including Hockley which has recently burst with new shop, bar and restaurant openings, are well known in the city, but there are many hidden gems lying just off the beaten track that deserve the attention of locals and visiting shoppers alike.

Hidden Shopping Map Market Square Nottingham

The printed map guides shoppers around ten areas of the city centre, including Derby Road, St James's Street, fashionable Bridlesmith's Walk and the Lace Market. An accompanying trail application built on the GuidiGo platform helps you plan your visit and access rich media content. Each stop on the trail features extended notes on the businesses you will find there, the location's video from the original HIDDEN campaign and a slideshow of historic and contemporary photographs, some supported by an audio narrative. There's even GPS tracking to guarantee you won't lose your way!

Following initial research (lots of discussions with business owners, the civic society and Nottingham City Council's partners), Makermet put together a team including a photographer, script writer, illustrator alongside our in-house team to develop the trail's print and digital content.

Hidden Shopping Map View
Hidden Shopping Map Hockley Nottingham

The trail builds on a social media campaign developed by Swearboxed and Makermet during summer 2016 - a series of nine creative short films about Nottingham's independent shopping areas, united with a consistent campaign identity and illustrative style. The HIDDEN campaign identity translated well to print media, with the original illustrations reproduced for a post card series marking Small Business Saturday. 

Hidden Shopping Nottingham Postcards

Hidden Nottingham was funded and commissioned by Nottingham City Council and delivered in partnership with Visit Nottinghamshire, the Creative Quarter and the Nottingham Business Improvement District (BID) under the “It’s in Nottingham” brand.

"As an organisation we have committed to investing around £100,000 a year for five years to support independently owned businesses through our series of It’s in Nottingham initiatives such as this new trail which will help both local people and visitors to the city discover Nottingham’s hidden gems for eating and drinking and shopping."

Geoff Williams Director of Nottingham Business Improvement District (BID)

Makermet would like to thank Adrian Reynolds and Iain Gray as members of the original Swearboxed team and their respective roles as scriptwriter and sound recordist for the trail project. Thanks also to Jenny Duckworth for photography, Tara Hill for her support with illustration and voice over artist Emma Gregg.

Work with us

If you'd like to talk to us about this project, have plans for the development of a trail in your city or anything else we'd love to hear from you. Call on 0115 9587950 or email studio@makermet.com any time.

Click here to access the Nottingham Independent Shopping Trail on GuidiGo

Click here to download a copy of the trail map

About the author


Alex Traska

Founder / Creative Director

Alex's works with clients as brand consultant and strategist, and with the in-house team and a large network of collaborators as creative director and art director.

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