Foreword
Emily Smith Experience UK Advisory Board
The changing face of retail over the past ten years has resulted in a profound and creative reimagining of the use of public space across high streets and town centres . The rise in e-commerce compounded by the Covid-19 pandemic resulted in a marked increase in vacant retail outlets and a declining high street . New influencing factors such as flexible working and liveable cities are impacting our expectations , understanding and thinking about public realm .
Proactive local councils , developers and business improvement districts are increasingly looking at the role of cultural and experiential offers in a reimagination of the high street and recognising the social , economic and environmental well-being that such offers bring . Driving economic regeneration , building community and developing a sense of identity are all drivers for this change .
Societal expectations of retail experience are also shifting , something that pre-pandemic had already been recognised by shopping mall developers where a ‘ day out ’ at a retail mall also encompasses food , beverage and experiences such as axe throwing ,
VR , mini golf and bouldering . In addition to this trend , marketing has become much more nuanced , and ‘ experience ’ led , with successful retail brands increasingly using ‘ brand activation ’ - experience design to bring their products to consumers .
This brochure takes a deeper look into all these factors , offering a selection of thought pieces including the role of ‘ Human-Centric ’ Place making from Portland Design and the role of culture in urban regeneration from AEA Consulting . Maybe most importantly it also offers solutions to these challenges , in the form of a range of amazing creative experience offers spanning immersive attractions such a Little Lion ’ s The Crystal Maze LIVE experience through to Squidsoup ’ s transformative site-specific lighting installations .
Whether you are involved in regeneration projects , cultural compacts , business improvement districts or property development , architecture and academia ; I am sure that this publication will offer some new thinking , or even new ‘ off the shelf ’ experiences to consider . I do hope that you enjoy reading about the range of creative offers and services as much as I did ! in partnership with
Experience on Main Street Guide 2024 5