Branding experts would doubtless have something to say if they studied strange product that is Reading Bridge House.
Due to a rather volatile recent history, the building has been into receivership and out and was recently sold for a profit of around £17m by smart investors.
During that time it changed name from Reading Bridge House to Reading Bridge and back to Reading Bridge House. These two pictures show the two different web addresses both currently on display.
Why it was changed is a mystery. Calling it Reading Bridge when it clearly isn’t a bridge is one thing but since it is next to Reading Bridge that change seems designed for confusion. Now it’s back to Reading Bridge House it’s still no nearer filling. New owners M&G now have a multitude of office property in close proximity to the station and this can’t be its easiest sell.
It may be refurbished but it’s in no way top of the tree when compared to all the new accommodation exploiting the station redevelopment.
With an astonishing 350 flats planned across the road, perhaps this riverside building will finally become what it always should have been – apartments for commuters.
First thing to do though, is get the branding right.