Name change row over Windsor's King Edward Court shopping centre

The centre, which was opened by the Queen in 1980, celebrated its change of name to Windsor Yards with a party on Saturday – offering shoppers at the nearby all-day market in Peascod Street the chance to enjoy a pop-up outdoor cinema, arts and crafts, face painting and goodie bags.

But as the bright and brassy sign promoting the new name towered over shoppers a storm was gathering.

Now the prestigious Windsor and Eton Society – which has played a key role in protecting heritage for 70 years – has joined the fray.

Chairwoman, Anne Taylor, said: “We feel that this choice is entirely inappropriate for such a key part of the town centre. They have spectacularly misfired and risk a ‘dumbed down’ atmosphere in an important part of Windsor’s most prominent conservation area.

“We hope it is not too late to reverse this extremely concerning decision.”

Mrs Taylor said that the original name was chosen because King Edward and his wife Queen Alexandra had been closely involved in the development of Windsor town centre and that the public had been closely consulted about the choice when the centre was built.

Carolyn Shepherd from the nearby Simply Windsor Gifts shop described the name change as ‘unbelievable’.

She has written to the Observer, saying: “I have spoken to many people who think that this is awful. Does the person who changed the name even live in Windsor or know its history?”

“My great grandfather was aide de camp to Queen Victoria. I am sure he would be turning in his grave and before anyone says ‘you have to move with the times’ I have spoken to many young people who feel the same.”

Meanwhile, dozens of comments on social media have been equally scathing.

A statement released by the shopping centre said: “Since we unveiled the name and look, we’ve had plenty of feedback from the people of Windsor and we would like to ensure everyone that the comments, messages and more have all been read, listened to and taken on board.”