The Contribution of Shopfronts

The Urbanists’ involvement in several shopfront enhancement schemes over recent years has led us to consider the issues surrounding, and benefits of, this type of regeneration work.

Is there an approach to supplement the process of reinventing our high streets via the frequently cited methods of establishing free parking, easy access to the shops, reducing business rates and limiting the number of national chains?

An ever-increasing offer from out of town shopping complexes and supermarkets as well as the repetition of national brands in the town centres, quoining the phrase ‘clone town’, has undoubtedly accentuated the decline of the identity of the High Street.

The term 'clone town' often refers to the uses and retailers that occupy them, but could the term also be adopted to refer to their visual appearance?  With town centres containing many of the same shops there can be a danger of visual homogenisation and, in some cases, shopfront enhancements can compound rather than address the problem.  

Many of our traditional high streets were principally developed during the Georgian and Victorian periods and conservation led regeneration projects often aim to return shops to their ‘original’ state.  Whilst there is a vital place for the gentle restoration approach to high street regeneration, there is a danger that blindly following this approach may further magnify the problem of the clone town, with pastiche shopfronts being as unidentifiably 'local' to a particular place as the national retailer sitting behind them.

Whilst there are issues with national retailers occupying large portions of the high street, there are also benefits for independent retailers in having ‘well known’ neighbours through increased footfall and the attraction of a wider audience.  Therefore the loss of any retailer can leave the high street vulnerable to a lack of local identity.    

Shopfront regeneration in town centres can be overlooked for its part in reinventing how high streets function as community assets.  Developing a character of the place rather than of a time, alongside a holistic street or town wide strategy focused on a set of community specific functions, may help to cement a genuine local identity.

Take Camden High Street as an example. Terraces of traditional Georgian townhouses take on a unique, vibrant and youthful character, instantly recognisable as Camden without damaging the quality and rhythm of the original block. This simple, and largely cosmetic, approach could be echoed in other high streets by taking cues from local assets such as heritage, culture and function.

Camden High Street (Image from  www.flickr.com/photos/stephaniesadler/)

Perhaps this may be achieved by promoting an architectural language, which not only compliments the historic and local context of the place but also meets the requirements of a modern society.