NORTH LONDON'S SHOPPING CITY: A case study

Abstract

Wood Green “Shopping City” is hardly the most attractive development Europe has ever seen — the heavy, red‐brick, municipal feel of the place doesn't merit the warm and exciting catch‐phrases which the publicists have dreamed up for it. However, as an integrated urban development it figured prominently in the International Council of Shopping Centres' 5th Annual European Conference, where it was used as a case study for a panel session. As far as general information goes, there are still 14 units on the market, and standard shops are letting for between £20,000‐£30,000 in Phase II. The centre is mainly for comparison shopping, although there is a bid to increase food representation in certain areas, and there are restaurant facilities within the development itself. Wood Green was designed to be a major focus for shopping in North London and to cater for a projected catchment area of some 3–4 million people. The last attendance figures available for the “Shopping City” (which were taken in late April when a number of shops now open were not trading) show Saturday to be the peak day, when a total of 50,000 people used the centre. Phase I was started in 1973, and sits on the east side of Wood Green high road. Phase II, on the west side, began construction in 1976, and the major stores of D H Evans and C&A are trading now. Phases I and II are linked by a bridge across the high street at first floor level. Called the Gallery, units on this bridge will be leased to specialist up‐market shops, and this area is singled out for high pedestrian flow. What distinguishes Wood Green is the major housing development on the upper levels of Shopping City. This is due for completion in 1981 and will provide 201 flats for over 500 people. The dwellings are for one, two or five persons, and overlook a central landscaped court, inside which is a children's creche. In February 1979 a Market Hall was opened which gives 54,000 sq ft to 72 traders, many of whom have installed themselves there now that their old sites have been replaced by Shopping City. Another feature which has been made much of by the developers is Citysquare, “a place where shoppers and advertisers will meet.” A metal frame has been suspended from the ceiling of Citysquare and it is planned to take in “advertising, news and entertainment facilities with dramatic sound and vision.” Below this structure, it is hoped that national and local advertisers will put on show their products and services. It must also be noted that there is provision for 1,500 car parking spaces, and 25,000 sq ft of offices. It is also felt that because the car park is located directly over the shopping centre, it encourages pedestrian flow through the first floor level of the development. The other way in which customer circulation is encouraged is via the Gallery across the high road and because there are main traders at each end, on both floors. The development is a joint enterprise between the Haringey Council and Electricity Supply Nominees Ltd, builders are John Laing Ltd, architects are Sheppard Robson, and Development Consultants, Letting and managing agents are Richard Ellis, London. The following report outlines major areas of interest discussed at the conference. The panel speakers were: Richard Young of Sheppard Robson, London, who were the architects for Wood Green; Nigel Woolner of Chapman Taylor Associates, who have Eldon Square in their portfolio and who are involved in the West One development in Oxford Street; Rex Mercer of Drivers Jonas, which acted on behalf of the London Borough of Haringey for the Wood Green development; and Derek Nunn of Bungey, Nunn & Stock, marketing advisers, who also contributed to Wood Green. Roger Lucas of Richard Ellis chaired the panel.

Citation

Ognjenovic, D. (1980), "NORTH LONDON'S SHOPPING CITY: A case study", Retail and Distribution Management, Vol. 8 No. 4, pp. 40-43. https://doi.org/10.1108/eb018063