Why the right activations do more than just drive footfall

COMMENT Last October half-term, London was abuzz with pop-ups, food markets and art installations, bringing the city’s streets to life. These activations drive footfall, boost local businesses and enhance the capital’s appeal as a global destination. But once the “things to do” lists have been and gone and photos have been posted and liked online, we should also be considering the long-term legacy of our activations, and how they can deliver ongoing benefits to the environment and communities as well as businesses. Connecting people with nature and boosting biodiversity is a great example. Biodiversity is declining at an alarming rate. The World Economic Forum’s Global Risks Report 2024 ranks biodiversity loss as one of the most pressing challenges globally. In the garden Cities can be at the forefront of tackling this issue and, as well as delivering green spaces in our developments, our activation and enlivenment programmes can enhance local biodiversity and create opportunities for our communities to engage with nature. At Stratford Cross, a partnership between the Royal Entomological Society, Lendlease, Project Giving Back and the SHIFT innovation district facilitated the relocation of the RES Insect Garden from the 2023 RHS Chelsea Flower Show. Designed by landscaper and garden designer Tom Massey, the garden features an outdoor laboratory crowned with an insect eye-inspired dome, creating a dynamic learning environment for visitors of all ages, as well as diverse planting to support invertebrates, pollinators and other insects. The garden was launched with a VR bug hunt this summer developed by Aardman Animations, drawing families to the area for a free activity during the school holidays. In the long term, it will support education for adults and children about the significance of biodiversity in urban environments. It has been included as part of Newham Council’s biodiversity education programme and will be a resource for local schools. Initiatives are also being run jointly with our neighbour, UCL, fostering links with academia. It is a good example of how thoughtfully designed activations can live on in our communities, reconnecting people with nature and enhancing local biodiversity. It is also just one in a series of activation initiatives at Stratford Cross which support understanding of the environment and biodiversity. It follows the Hothouse installation for the London Design Festival, which incorporated plants that will be able to thrive in London in 30 years, should global warming continue unabated, and the Mobile Orchard, where young trees are planted in beds that can be moved around the less green areas of the estate and then, when they mature, be planted as part of our permanent public realm. Smart investments Meaningful activations that support greener, better places are not just a “nice to have”; they provide commercial benefits to both tenants and investors. Properties near green spaces are particularly appealing to tenants owing to their access to nature, outdoor activities and healthier lifestyles. Occupiers are prioritising sustainable workplaces as part of their selection criteria, and buildings that meet those needs are increasingly desirable, making them a smart investment choice. It also pays to align with the ESG priorities of corporate and consumer audiences in today’s increasingly sustainability-driven market. As City rents continue to rise, large occupiers are looking elsewhere for sustainable, grade-A offices that support their environmental commitments and provide teams with access to nature. This shift is fuelling interest in east London and regeneration areas such as Stratford, with its vibrant business ecosystem, green spaces and strong connectivity. Bolstering the existing infrastructure with meaningful activations that foster healthier, greener communities long-term will ensure that we are able to capitalise on this demand and continue to attract world-leading businesses and teams. Guy Thomas is head of retail and assets at Lendlease Photo © Lendlease