Surprising developments

Imaginative events can change the character of a place

Not many office workers in the heart of London get the chance to stroll out after work, pull up a deckchair in the evening sun and watch on the big screen as the English cricket team seals a great Ashes victory. But then not every office worker was lucky enough to be working in New Street Square|, Bankside 123| or Cardinal Place| during the summer of 2009.

The Ashes victory was the culmination of our Great British Summer| campaign, which spanned all three venues and also took in live screenings of Wimbledon, where Roger Federer claimed his record 15th Grand Slam title. The screen was mounted on the side of a colourful caravan on site, setting the tone for a celebration embracing all the best elements of a traditional British summer – strawberries and cream, glasses of Pimms, deckchairs.... all that was missing were the knotted handkerchiefs.

It's the perfect example of how imaginative events can change the atmosphere of a place and introduce a new sense of fun and community. We see this as a big part of our job. On one level, it's a great way to keep our customers happy. Retailers, restaurants and cafés all benefit from the dramatic increase in footfall, and corporate customers appreciate being surrounded by a sense of life and variety. It's also an effective way to build awareness of new developments. Over 95,000 people visited the three sites over the course of the campaign, which was supported by widespread press and PR.

On a deeper level, this is part of our vision to inject energy and optimism into entire areas, far beyond the developments themselves. Cardinal Place| is changing the way people think about Victoria|. New Street Square| is bringing new vitality into Midtown|. Bankside 123| is showing how the success of Tate Modern can extend into a vibrant retail and business community.

As an estate manager, we consider it part of our job to think up imaginative events like these, then take the initiative and make them happen. During the winter, we have hosted festive singalongs, brightening up many a chilly evening for thousands of local workers and shoppers – as well as raising valuable funds for Centrepoint, the charity for London's young and homeless. We also host farmer's markets at various times of year, with seasonal produce delivered straight to the heart of the city.

Naturally, the Great British Summer is making a return in 2010, with Wimbledon and the Commonwealth Games on the schedule, as well as the small matter of the football World Cup. We can't guarantee another English victory, but then you never know...

"We are up 40% and have had a constant flow of footfall. We are very pleased with the Great British Summer promotion." Anna, Store Manager, Oliver Bonas, New Street Square

"We have been smashing our weekly targets by 50% and we are now looking to employ an extra seven members of staff!" Stephen Lethorn, Store Manager, M&S Simply Food, Bankside