A new venture in the former House of Fraser building will be called Hammonds of Hull.

House of Fraser in Hull to become artisan food market

Hull’s old House of Fraser building is set to be converted into an artisan food market.

Plans for a stylish food hall in part of the building have been revealed on signage added to its exterior.

And proposals carry a name that Hull shoppers will recognise – Hammonds of Hull, in a nod to the name of the popular shopping brand that occupied the 1 Paragon Square building before House of Fraser.

The new venture will be “in keeping with the European food Halls of Lisbon and Barcelona” if successful, according to the building-owner.

Councillor Daren Hale, deputy leader of Hull City Council, said: “We have been working closely with the building-owners and it is great to see the Hammonds name return to this key city centre site.

“The proposals are exciting and ambitious and could potentially put Hull on a par with the food hall offerings in Manchester and Birmingham.

The former House of Fraser building in Hull

A CGI showing how the former House of Fraser building in Hull could look.

“It is clear there is a belief in the future success of the business and, from discussions, we know there are exciting times ahead.”

The signage promises independent and local businesses will occupy the building on its relaunch. It reads: “Welcome to … the gin-makers, the designers, the creators, the bakers, the weavers, the thinkers, the artisans. Independently Hull.”

A spokesman for the building-owner said: “We hope everyone likes the rejuvenated name and branding and hope they support us in ensuring that 1 Paragon Square, ‘Hammonds of Hull’ is once again a vital part of Hull city centre and the Humber region.

“We are working flat-out with our tenant, Artisan Food Halls, to submit a new planning application across the majority of the ground floor.

“In keeping with the European food Halls of Lisbon and Barcelona, we are aiming to create a food emporium that will incorporate over 20 boutique food concessions, which will allow the community to dine, shop and taste all the very best that Hull’s farmers, producers and chefs have to offer.

“We will also be applying for consent to open up all three elevations with outside seating and shop frontages across South Street, Jameson Street and Ferensway.”

Volunteer Thomas Nielson with the fishing net display.