OPENER / ANDREW TUCK
Higher ground
In a bid to lure shoppers back, they’re going to build a 25 metre-high wooded hill at the end of London’s Oxford Street. It’s going to be created with scaffolding covered in soil and shrubs. And it’s temporary. Price tag? A cool £150m. Well, that’s what the headlines implied. But it’s more interesting than that – even if there are a few wrinkles in the plan.
But before we do anything, let’s have a quick look at Oxford Street – you can have a “backie” on my bicycle if you promise not to make me wobble. We’ll start at its eastern end, by Tottenham Court Road, and stop at Marble Arch, where the expensive hillock is set to be erected in the coming weeks. Now what do we see?
Well, despite this somehow being one of the most famous shopping strips in Britain, if not the world, you may be surprised to see that its retail residents include a large number of outlets selling tourist tat, and larger versions of the mediocre stores you’ll find on any high street. You’ll also notice a lot of boarded-up façades – up to 20 per cent of the shops will not reopen after the lockdowns, including department-store tenants such as Debenhams.
There are some positives. In good times, Selfridges is a magnet and has become a second home for Emirati, Chinese and Russian kids with cash to drop. John Lewis still understands its middle-class customers’ desires – James and Jill will definitely have their wedding list here. And the likes of Uniqlo know how to sell. But this only helps to make short sections of this 1.9km-long road worth visiting and many locals steer clear.
So that’s a lot of problems for a hill to fix. And, yet. Well, first that headline-grabbing price tag (being picked up by the local authority) includes numerous other upgrades to seating, lighting and pavements, as well as the creation of pop-up entertainment venues such as street theatres. And second, the hill is the work of Dutch firm MVRDV and its passionate, wiry-haired genius Winy Maas (who has spoken at Monocle events). Maas has a track record of using these interventions to generate excitement and trigger debate about the future of a city.
In South Korea, MVRDV designed a linear park on a section of disused flyover in the capital. The Seoullo 7017 Skygarden was expected to have visitor numbers in the thousands but two million people turned up in the first couple of months. So MVRDV sees something more than a hill rising in London – it’s also about reconnecting Oxford Street and Marble Arch to Hyde Park and undoing the urban excesses of the 1960s that put the car before the pedestrian. So let’s wait and see.
The wrinkles? Well, while it’s perhaps simple to reignite a neighbourhood high street by engaging with the locals, Oxford Street has been engineered for tourism and, while these plans are designed to help the street kick-start this summer, there is no suggestion that the UK will be rolling out a welcome mat any time soon.
And then there’s just the prevalence of so much bland retail. Unlike in other parts of the city where there’s a clear vision in place, or one landlord to set some benchmarks, that’s not the case here (it’s why no luxury brands want an Oxford Street address).
But let’s hope that the hill can be climbed and a sunnier view can be reached this summer. Let’s also hope that some of the other interventions have the potential to really encourage a return to urban centres; it’s time for cities to show that actually going to the shops can be more fun than waiting in for an e-commerce package to arrive.
A final note. Monocle turned 14 years old this week and while there was no shindig to be had, a glass of champagne will be raised by various editors around the world as they join me and Tyler for a special edition of Monocle on Sunday (I’ll even get to co-anchor from London with Mr Brûlé in Zürich). Turns out that the teenage years are quite challenging but I think we are turning out just fine – no dodgy dates and we haven’t been getting into too much trouble after school. But come and judge for yourself.