The shopping centre formerly known as The Mall has undergone a rebranding and has become "17&Central".

While the new signs have been up for a while, the Walthamstow shopping centre's owners finally announced the rebrand on Monday, 25 October.

The new name is intended to reflect the area's "unique E17 postcode" and "distinct London identity", according to owners Capital & Regional.

In a statement, council leader Grace Williams said: “For over 30 years this shopping centre has been a focal point for the community.

Mall undergoes re-branding.

Mall undergoes re-branding.

"The new name, 17&Central, further aligns the brand with the local area and is another great illustration of how the centre’s staff continually work to adapt and evolve the offering to appeal to the Walthamstow community.”

The £200million redevelopment of 17&Central was first approved by the council in December 2017 and re-submitted last year to add 36 more flats in fewer, but taller, blocks.

The latest plans, approved on January 27, will deliver 538 new flats in total, of which only 99 will be available at "discount market rent".

Lawrence Hutchings, CEO of Capital & Regional said: “Like all of the communities we work with, Walthamstow has its own distinct culture and dynamism.

“We very much see ourselves, our people, our customers and the services we provide to local residents as an integral part of that.

“17&Central is there for the people who use it – whether to shop, socialise or run a business – and we wanted to give the centre an identity that elevates the area’s E17 postcode and reflects its central role in the community.

“We’re really pleased with the results and all the positive feedback we’ve had so far on the new name and signage.”