Blooming Brunswick

The Brunswick in London has been transformed into a shopper's and diner's delight thanks to an investment from Allied London

Published: 15 January, 2008

Page 20

An idea that was developed back in the late 1960s is now operating to its full potential in the centre of Bloomsbury, London.

The Brunswick Centre was built as an open-air mixed-use scheme with a mix of residential, retail and leisure, but it is only now that the vision - created by Patrick Hodgkinson - has been truly realised.

Centre manager Janet Dandy says: "At that time mixed-use wasn't really the done thing and it wasn't very successful. So it remained an under-utilised, unloved development, until Allied London bought it 10 years ago. They worked closely with Camden Council, who had the leasehold of all the flats, as well as with the original architects, Levitt Bernstein."

In July 2006, the revitalised scheme opened. Waitrose was the first retailer to open within a newly-created anchor unit at one end of the scheme. There are a total of 35 tenants including a range of retailers that appeal to the young catchment, such as Joy, French Connection, Oasis and independent kitchen retailer Hob. A number of restaurants and cafés, including Gourmet Burger Kitchen, Starbucks and Strada make up the offer, along with the art-house cinema The Renoir. In addition, there are 400 residential flats above the scheme - mostly social housing.

The new scheme is now completely transformed and attracts half a million people a month from its catchment area, which includes tourists who are visiting the British Museum.

"I think we could get another 10 restaurants in here as everywhere seems to get packed," says Dandy. "It's difficult to get a table because of the huge office environment around here and, because of the outside seating, there's a nice café feel about the place. So many people say it's a brilliant atmosphere."

The scheme previously included a launderette, kebab shop and a Safeway, but while some of the retailers stayed, such as Boots, William Hill and The Renoir, the majority are new to the area. There are currently only a couple of vacant units within the scheme but Dandy says they have had a lot of demand for that space.

"A lot of people are interested," she says. "It's about getting the right mix now. Now we're open we can be more choosy. We know people are trading well so we can pick and choose to a great extent which retailers we bring in."

The whole Bloomsbury area has been revitalised. New shops on Marchment Street add to the whole area and Dandy says she works closely with those retailers.

"They're on our website and there are finger posts in the centre that point you in that direction," she says. "So rather than alienating the local shops we're including them."

Dandy, who is the sole member of the centre management team, also works closely with other community groups, charities and museums in the area and has a huge involvement in the Bloomsbury Festival.

"The Brunswick Centre is very involved with the local community," she says. "The Bloomsbury Festival, initiated by Allied London, brings together community groups, the museums open for free and events are held in all open areas. This year was year two and was fantastic. It brings the whole community together."

Dandy is now keen to bring a regular farmer's market to the centre. "I'd like to do that on a monthly basis so people further afield get to know that we're here and make the journey on a Friday and Saturday for the market. We trialled it to see if it would work and it did. It was a great success despite really bad weather."

Paul Wray, of owner Hermes Real Estate, sees The Brunswick as a Central London village. Looking to the future he adds: "The next year will be a really exciting time for the Bloomsbury Quarter, the impact of the Kings Cross regeneration is beginning to filter through and with the arrival of Eurostar we expect both the Brunswick and its local community to go from strength to strength."