West End hits back in store wars

Retailers are fighting to restore Oxford Street, Bond Street and Regent Street to their position as the best place in the world to shop.

Excessive traffic, pollution, overcrowding and litter have hurt retailers in the heart of the capital in recent years. They have also lost out to attractive suburban shopping centres and large out-of-town malls such as Bluewater in Kent.

The firm charged with finding the magic formula, HOK International, is being paid up to £500,000 by the New West End Company (NWEC). It is expected to get involved in every aspect of shopping, from the design of store fronts to access and traffic management.

HOK senior vice-president Pierre Baillargeon said: "The district is one of the most important shopping destinations in the world in terms of size and scale and the experience for visitors and residents must more than satisfy their expectations. We will be considering ways to provide a rich and integrated visitor experience that properly reflects the status of the district."

Part of the project will involve enhancing the "market position" of the three streets so that Bond Street is known for designer fashion and jewellery, Regent Street for international labels and Oxford Street for department stores and flagship high street names. The plans will be ready from April 2004.

To attract shoppers to the area there will continue to be a high number of buses; there may also be a "sustainable local transport initiative" and pedestrians and cyclists will be encouraged.

Shoppers can also expect better street furniture and lighting to accompany the cleaner streets initiative established by NWEC last year.

Westminster council leader Simon Milton said: "London needs its premier retail centre to move with the times and to offer an exciting experience for visitors from home and abroad."