Meanwhile Void Space Operator Phase 3

Descriptions

The Meanwhile Activations Programme (previously West End Voids Activation and Pop-Up Project) was envisaged as a pilot scheme to enliven vacant premises and address the negative impact that these had on visitors’ perception of the West End. The project aimed to support UK emerging creative talent and local start-ups by giving them the opportunity to raise their profile and generate income under an operational framework that enabled them to activate vacant premises in the West End.The programme was originally conceived to take advantage of the business rates holiday period introduced by the Government and to make areas across Central London accessible to a new demographic of business for the first time.Phase 1 sought to enliven vacant premises and test innovative concepts through a curated programme of cultural activations delivered by UK based emerging artists and local organisations. The cultural activations performed as experimental platforms for a different demographic of businesses. These unique spaces, where art was produced and consumed, encouraged property owners and visitors to use vacant spaces in different ways, diversifying the existing offer and creating opportunities for in-person interactions. A total of six activations were delivered as part of this phase.Phase 2 focused on experiential retail as well as arts and culture, supporting up-and-coming UK businesses. This phase delivered six activations and supported a total of thirty-two small brands who otherwise would not have had the capital to be able to operate from the West End.Phase 3 will look to continue these efforts across the borough’s high streets but has been envisioned to deliver two clear objectives; the first one being to tackle the rapid proliferation of candy, souvenir, and other low-quality shops, with a special focus along Oxford Street. The second objective will seek to incubate brands via the creation of a life cycle to support the transition from pop-up occupiers into long-term, rent paying tenants, creating a pipeline of high-quality tenants that not only have the ability to attract footfall back into the area, but can offer goods, services, practices, and experiences that consumers have indicated they would like to see on our high streets and would otherwise not be able to attain online.Phase 3 of the project is set to start in Winter 2022.