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Places that are both popular and “sticky” have similar characteristics. Cultural heritage is sensitively incorporated; the mix of tenants of different sizes and sectors is well balanced and there is an anchor to attract footfall, supported by recreational activities. Most importantly, community – the ingredient that holds the whole cake together – thrives through the integration of public spaces.
An often overlooked factor in this secret is that successful regeneration must also be “instagram-worthy.” This is different from “experience”. Placemakers who serve future generations must be as aware as retailers are that something as simple as a lack of good photo opportunities can undermine the success of a well-designed program.
Social media influencers’ insights are unlikely to be judge and jury, but the numbers speak for themselves. Three-quarters of Gen Z and Millennials follow content creators, with Gen X not far behind. A 2022 Shopify survey found that 61% of consumers trust influencer recommendations, while 56% of respondents said they purchased something promoted by an influencer.
Against the backdrop of the decline of Britain’s high streets and the decline of its town centers, Instagram’s influence cannot be ignored. Many historic districts across the country are struggling to attract tourists. Public funds to initiate reconstruction are limited. When changes in the way people interact with places offer important opportunities for renewal, policymakers burying their heads in the sand can cause the heart of a community to wither.
Britain is filled with architectural heritage of cultural and historical significance. In fact, there is one for every 175 people. Many of these assets are highly clustered. Placemakers seek ways to revitalize unique vernacular and identity simply by reinventing built assets. It could be an exhibition hall, theatre, community venue or pub. You’d be surprised how many retail stores, shops and parades use shared heritage as a means of distinction, and how Instagram and other social media platforms spread the appeal and desire for individuality.
Occupiers behave similarly, desiring unique spaces that are intrinsically connected to the character of the local area. We recently won a RIBA Award for Borough Yards, a retail-led project adjacent to Borough Market commissioned by MARK to bring the reinvention of historic fabric south of the river. Repurpose 19th The conversion of a century railway arch into a mixed-use space for fresh food and drink businesses and the restoration of ancient pavements such as the Soap Yard and Dirty Lane are part of an approach we have adopted following in-depth analysis to inform the future of the place.
Consumers seek non-traditional “high street” environments that are true destinations to eat, work and socialize.
When the situation is right, we should adapt, adapt, or repurpose. As well as its obvious environmental benefits, heritage is part of the mix that supports a coherent visual identity while enhancing an area’s attractiveness to the new demands brought about by Instagram. On the balance sheet, this should be viewed as a premium, especially for institutional investors and operators looking to achieve full occupancy and stabilize as efficiently as possible.
On the other hand, tapping into the cultural fibers that make a place unique is part of the storytelling that appeals to social media consumers, even in areas less fortunate to have no physical heritage to adapt to. It’s not difficult to do this by imaginatively repurposing an area’s industrial environment: our candle factory and gray shop schemes are both modeled on the traditional crafts that once defined their area.
If the goal is to generate long-term rental income through redevelopment while reenergizing underserved areas, then redevelopment with an Instagram-friendly “brand” is a matter of viability, not vanity. Whether the forces behind regeneration are local authorities, developers, investors or architects, the impact of social media on how we think about place is of long-term importance. We should think about it wisely.
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