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Brief Published: 26 Jun 2017

Sustainable Cities: Bird Street – The Tech-Boosted High St.

Bird Street

A new partnership between UK business management consultants New West End Company and European/US pop-up specialists Appear Here is upping the transient retailing ante with the launch of Bird Street in London. The joint venture will see the conversion of a relatively quiet street nestled just behind the shopping mecca of Oxford Street into a technologically enhanced, sustainability-focused ‘intelligent’ shopping street.

Launching at the end of June 2017, it’s billed as a “sustainable retail and outdoor dining destination for the latest in technology, cutting-edge fashion [including wearable tech] and lifestyle”, and aims to present a vision of future retailing in the here and now.

Key ‘street-embedded’ technologies highlighting the sustainable mission already include British ‘clean tech’ experts Pavegen’s electricity-generating paving (which also provides key footfall data), and air-purifying paint by Italian manufacturer Airlite.

While all spaces have already been short-term leased in preparation for the launch (exactly which brands are involved will remain secret until its unveiling), the team are still actively looking for “interesting and innovative fashion brands” to join from late summer onwards. The project, which has been part funded by Transport for London, is currently scheduled to remain in place until end of 2017.

With Oxford Street attracting almost 200 million visitors per year, Bird Street provides a prime opportunity for brands looking to advertise their progressive credentials.

For more on brand-led sustainability, see Retail: The Eco-Ethical Upsell and Eco-Ethical, Sustainable. Also look out for our upcoming report Retail: Reshaping Sustainability, publishing in July.

For more on smart cities, see Engineered Intelligence.