Town and city centres around the country have begun to embrace the opportunities afforded by a rise in both consumer confidence and household disposable income brought about by improvements in the economy, with many undergoing extensive commercial property renovation programmes in order to lift footfall. This has seen many implement schemes to revitalise the offering for consumers, with leisure and retail renovations playing an integral role in battling the high street downturn.
The refurbishment of Farnborough’s Queensmead shopping centre includes plans for a seven screen Vue cinema
Farnborough’s Queensmead shopping centre has this week announced plans to follow this trend, having submitted an application to the local authority to give the outdoor complex a facelift. Key Property Investments, on behalf of Queensmead owner St Modwen, plans to renovate the exterior of flats found above retail units, providing each with new aluminium edged canopies as well as replacing windows and panelling to provide a more attractive vista for customers.
The planning application has already gained the support of council chief executive Andrew Lloyd, who feels the revitalisation of Queensmead is an important step in the ongoing project to improve Farnborough’s consumer offering.
He says; “The canopies and facades are quite tired looking, so I’m pleased this application has gone in.
“This is the final phase to enhance Farnborough as an attractive shopping centre for local people and to attract new people as well.”
While a decision regarding the application is not expected until June, there is still plenty to arouse the interest of Farnborough residents as the town is in the midst of an £80 million regeneration programme.
Since its launch in November 2008, the scheme has seen an expansion of the town’s Sainsbury’s store, an improvement of the pedestrian area within Queensmead itself and space created for seasonal markets and street parties – both of which have proven to be extremely popular means of attracting consumers in other areas of the country.
Development manager at St Modwen, James Stockdale, confirmed that a planning request had been submitted and spoke of the benefits the ambitious project could have for Farnborough.
He said; “The £80 million regeneration of Farnborough is well underway and revitalising Queensmead is a key part of this.
“We have submitted a planning application to refurbish the canopies and upper parts of the shops and, subject to approval, hope to confirm when these improvements will take place in the near future.
“As part of the regeneration, we have already created retail space for big names including Sainsbury’s, Starbucks and New Look and a seven screen Vue cinema is due to open this year.”
Although Queensmead is an outdoor shopping centre, rather than the indoor format commonly found in town centres, St Modwen has largely followed the standard blueprint for improving the complex by enhancing leisure options and focusing on the aesthetic appeal for customers. By modernising the exterior to match work already underway in the retail and leisure units, it is hoped that customers will once more find Queensmead an appealing cultural centre rather than simply a place to shop.
Do you think the aesthetics of shopping centres play a role in attracting customers, or should St Modwen have used the investment to create space for restaurants and cafes?
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