Kingston-upon-Hull is primarily the economic centre of the Humber Region with a population in excess of 250,000 and with a wider catchment population of around 100,000. The building is situated in the heart of Hull city centre in close proximity to the rail and bus terminal, shopping centres and the new Connexin Arena. The building enjoys a highly visible position being on the corner of Paragon Street and South Street with other retail operators in the vicinity being William Hill Bookmakers, Heron and McDonald's.