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East Meets Westfield
As Europe's largest urban shopping centre prepares to open to the public this autumn, we take a glance at one of the most anticipated retail projects in recent times - Westfield Stratford City.
In a Nutshell
- The largest urban shopping centre in Europe.
- 25,000 construction jobs; 18,000 permanent jobs when scheme is fully built out.
- 8,500 jobs provided by retail element (2,000 of which provided by the on-site Retail Academy).
- 5,000 car parking spaces.
- 4 million people within 45 mins; £3.24 billion available weighted spend.
- Major anchors include John Lewis,Waitrose, Marks & Spencer and Vue.
- Other brands include: Forever 21, Primark, Next, Topshop, H&M, River Island, Esprit, Boots, WH Smith, Monsoon.
- Restaurants signed up so far include Wagamama, Nandos, Las Iguanas, Strada, Jom Makan, Pizza Express, TGI Friday, Gourmet Burger Kitchen (GBK) and Giraffe.
Context: Olympics
The London 2012 Olympic Games and Paralympic Games will focus the world's attention on Stratford. Westfield Stratford City neighbours the Olympic Park and together Stratford City and the Olympic Park form a 700-acre development.
It has been estimated that 70% of spectators will pass through Westfield Stratford City en-route to the Olympic Games venues.
Additionally, Visit London has forecast that the London 2012 Games will contribute an additional £1.3 - £2.2 billion to London tourism over the period 2007-2017.
Design
The layout of the development centres around a "24-hour lifestyle street", which links John Lewis at one end with Marks & Spencer at the other. The street is flanked by the three-storey shopping centre on the northern side and on the southern side by feature two "distinct" building styles housing fashion stores and "edgy urban brands".
Mirroring the pedestrianised street, the curving three-storey Northern Arcade will link the Stratford international and regional stations as well as the two afformentioned anchor stores.
These two main routes connect through the Central Arcade, which will feature two levels of retail space, a dining hall and restaurants with terrace views, which will overlook the Olympic Park.
Approximately 5 million sq ft of office premises are located near the Stratford regional or Stratford international stations, adding to new homes and community spaces on the site.
Art and culture will be integral to the experience - from the architecture of individual retail districts and new retail concepts to cultural collaborations, events and installations that will "enhance the next generation of retail space" according to Westfield.
What They're Saying
Mayor of London, Boris Johnson:
"The success of Stratford City is critical to the success of London's 2012 legacy. Sitting at the heart of this brand new district in the capital, it will serve and link together the thriving communities that will be created in east London over the coming years."
Jane Rexworthy, Head of the National Skills Academy for Retail:
"The National Skills Academy for Retail (opening a branch at Westfield Stratford City) has been designed to give people the skills they need to develop their retail careers. Retail is a fast moving industry, so training is essential for both employers and employees to keep pace with new trends and new technologies."
Sir Stuart Hampson, Chairman of the John Lewis Partnership:
'We are already actively involved in investing in the regeneration of London's West End with our £60 million redevelopment of John Lewis Oxford Street and (opening at Westfield) is a natural extension of our overall commitment to London as a vibrant capital city and a great place to live, work and shop."
Michael Gutman, Westfield UK & European Managing Director:
"With stores trading so strongly at Westfield London and the striking quality of the space being constructed at Westfield Stratford City, the larger format component, which is roughly 30% of the scheme's area, is now virtually fully committed."
Stratford: Then and Now
The area of Stratford, situated in East London certainly seems a potential goldmine for retailers, with 42% of the population classified in the most affluent ACORN (the geodemographic segmentation of the UK's population) groups, namely "wealthy achievers" and "urban prosperity".
The trading area of Stratford City is projected to encompass over 4 million people with a weighted spend of £3.24 billion (according to marketing group CACI's figures in April 2009).
The economy of Stratford has traditionally been underpinned by railway works and heavy industry in previous centuries, moving towards smaller and independent retail outlets and market stalls since the 1960s. The existing Stratford Shopping Centre across the road from the station will be linked via a pedestrian bridge to the new Stratford City centre.
Following the Olympics, from 2013 onwards parts of the Olympic Park and the five permanent 2012 Games sporting venues will begin to reopen alongside the construction of up to 11,000 new homes and community facilities, with a particular focus on the creation of family neighbourhoods.
Retail Academy
Westfield has partnered with the London Borough of Newham, Skillsmart Retail and other key stakeholders to provide a permanent Retail Academy at its Westfield Stratford site.
Peter Miller, chief operating officer at Westfield, said: "High quality skills training for young people and those looking for a career change is pivotal to the future prosperity of the retail industry. With a relatively low barrier for entry, the sector offers a wide range of opportunities across a range of disciplines and levels of expertise.
"These initiatives will play a key role in helping to reduce unemployment by increasing the skills base in each area which is particularly important in the current economic climate.
"Westfield Stratford City has the potential to create up to 18,000 jobs when fully complete with the majority in retail and leisure and the Retail Academy will help to channel ability and provide a stepping stone for a future in this exciting industry."
The new Stratford academy follows the success of Westfield's Merry Hill Retail Academy which launched last summer at the centre and has so far resulted in placements for more than half of the course attendees.
Background: From West to East
Westfield's first London centre in Shepherd's Bush opened in 2008. At that time it was the third-largest shopping centre in the UK with approximately 265 stores and a 14-screen cinema. On the back of this, Stratford City is even more ambitious. The site itself is situated on top of the 2012 Olympic development and is served by both the Stratford regional and international stations.
Whereas the Westfield London centre's unique focus is on luxury brands in its dedicated section The Village, Stratford's offering will be supported by a strong food offering, which is to be bolstered by The Great Eastern Market. The market will be home to a mix of food specialists including a variety of delicatessens showcasing food from across the world.
This is the UK debut for a food market concept that has seen success for Westfield in its Australian centres, where it operates over 30 such concepts.
Stratford will feature over 50 places to dine with The Loft, the centre's family restaurant area, now fully leased, supported by one of the key anchor tenants, Waitrose. Meanwhile, The Balcony will be home to more dining options and is situated within a three-tiered gallery illuminated by a 400-metre long skylight. Over 1100 diners will be able to enjoy open kitchens and fresh food displays.
