A few weeks ago I attended a conference on retail-led regeneration run by Future for London. I must admit my expectations for hearing much innovation were low considering it was being held at GVA’s offices. However, I was pleasantly surprised when Richard Coppell from Lend Lease started talking about the importance of quality of place for successful retail areas. Richard even used the example of the Howard de Walden estates management of Marylebone High Street to create the right overall balance of shops by cross-subsidising different occupiers.
The idea behind the management of Marylebone High Street that Richard alluded to is that if you leave the make-up of a high street to market forces, you’ll eventually get a homogenous spread of national multiples who can afford higher rents serving the population with the highest disposable income and displacing some of the places main attractions. Instead, if you take a view on the value individual shops have on the overall image and feel of the street, the unquantifiable value of their presence might be more than the difference in rent they can pay.
It’s good to know that large landowners like Lend Lease are becoming aware of the need to manage the overall experience of a place. However, Coppell’s use of Westfield and One New Change as other examples of this suggested to me that although they are moving in the right direction, they still lack a fundamental understanding of what makes a place that people like using.
Recently I asked people on twitter what shops they would have on their ‘perfect high street’ and the suggestions were, as expected, a range of different small scale, local independent retailers. But the reason for this wasn’t necessarily because local shops are better for the local economy, or because they contribute to increasing social capital in a neighbourhood, but because of the type of place that they create.
We don’t want to spend time in places that have been minutely designed to ensure that we are always safe and comfortable, inhabited only with people like us, buying the things that we buy.
We want places that will stimulate us and keep us interested. Places that take us outside our comfort zones and show us things we wouldn’t see otherwise. Places that haven’t been specifically designed for us, but emerged over time. Places that are authentic and whose character isn’t artificially preserved. With shops that have been there for years, with the same staff. With restaurants that have secret menus that only the locals know. With dark bars in basements that you only notice after multiple visits visit. Places that can’t be consumed in a single serving, where the more you go the more you find out.
I’m sure ‘retail experts’ will be quick off the mark to tell us that we can’t create places like these. They will tell you that small local independent retailers can’t pay as high rents as national multiples, so they can’t be accommodated in new retail areas, or expected to survive as rents increase in existing areas.
But this is what Simon Baynham, from the Howard de Walden Estate, realised back in 90’s. There is an unquantifiable value of having some types of shops on a street because of their impact on peoples experience of the street as a whole, and this is worth more in the long term than the difference in rent they can pay.
These principles can also be applied to new areas. Granted they will never have the historical continuity of victorian high streets, but there is still a lot we can do to ensure they are places we want to go to.
Unfortunately I’m not getting paid to advise Lend Lease on how to put together a great retail area, but if I were I would suggest four things:
1: Dedicate a number of shops to local business that have been in the area for a long time and pepper pot them throughout the new development. A local corner shop, a hardware store, a fishmonger.
2: Invite some occupiers that focus on other activities, not retail. Maybe some artists studios, or an exhibition space, even a place of worship or a small cinema.
3. Invite some culturally relevant occupiers. Emerging designers and start-ups, that need small units to try out their new business ideas.
4: Don’t be too precious about the look of the area. Let it evolve over time. The character of the area will emerge from the people and activities that use the place.
The bigger challenge however will be to apply these principles to areas where there are multiple land owners. Who will be the landlord that will accommodate the occupier that pays lower rent, and would other landlords contribute to the difference if they were convinced of the wider impact a particular shop could have? This is the challenge for most high streets.



















