Oasis Development Company launches New Shopper Pavilion to target Retail Tourists
New West End Company – representing 600 retailers and businesses in London’s West End – has today submitted a planning application to Westminster City Council for the development of the West End’s first Shopper Pavilion.
The 2,000 sq ft, £2.1 million development, positioned at Old Cavendish Street between John Lewis Oxford Street and House of Fraser, is part of a major new initiative spearheaded by New West End Company to help improve the public realm in London’s West End.
The partners include House of Fraser, John Lewis Partnership, Land Securities Group plc, Derwent London plc, Great Portland Estate Plc and working closely with Westminster City Council, Transport for London and New West End Company. A not-for-profit Oasis Development Company will be established which will manage and own the Shopper Pavilion.
Richard Dickinson, CEO of New West End Company says, “These are tough times for the public sector and both retailers and landowners want to play their part to help ensure that London’s West End continues to improve and is ready to welcome the 1 million additional visitors anticipated during the Olympic Games. This unique development will welcome and orientate shoppers around the World’s most famous retail district, with Olympic visitors set to boost the West End retail economy by over £100 million during Games time.
The proposal seeks to be one of the first to potentially capitalise on the use of public realm credits. This innovative approach developed by Westminster City Council is currently out to consultation. Should this new funding approach be adopted by the Council, the Old Cavendish Street Visitor Pavilion could be one of the first major projects to benefit from the new approach, unique to the UK.
The Oxford Street Pavilion comprises a shopper information point, a café with outdoor seating under the canopy of a cantilevered roof and a public toilet facility.
International visitors play an integral role in the West End economy, with over 50 million visits expected into the area during 2011 alone. To cater for these affluent visitors including the highest growth market, China, whose visitors spend on average £857 per transaction (UK average £120), the staff at the Pavilion will be trained by the Global Blue Academy (designed by Global Blue - the UK’s authority on Chinese, Middle Eastern and Russian cultural trends and their shopping habits) providing them with the tools and knowledge to create the ultimate shopping experience for each nationality. The Academy has been in operation over 10 years and currently trains over 500 retailers across the UK.
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