Regeneration project: Hornchurch

Havering Council received £217,000 through the first round of the Mayor’s Outer London Fund to speed up a long-term plan of improvements to Hornchurch town centre being funded by the borough. The Mayor’s investment has supported a package of physical improvements to streets and local businesses to boost trade which has slowed due to the economic downturn. Creative designs for new paving and street furniture by Studio Weave that emphasise local history have made the high street more appealing. Special events and arts facilities have also celebrated Hornchurch’s culture and heritage. All these changes were guided by Hornchurch’s Urban Strategy, to ensure targeted and effective use of investment.

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Animating places

Arts and cultural events are an important part of Hornchurch’s appeal to visitors. The Mayor’s funding was used to improve this offer. In 2011, the festive ‘Christmas Cracker’ event brought 2,000 visitors to the town centre for children’s activities, music, theatre, food and new Christmas lights. The event is now a regular part of Hornchurch’s calendar. Other events focused on exposing the area’s history, including ‘Digging Up Stories: Finding the Foundry’ and ‘One day in Hornchurch’, both organised by the Queen’s Theatre for schoolchildren. Havering Museum also ran events, and art classes took place at the Fairkytes Centre.

Public spaces

Studio Weave has worked with Jacobs to design public spaces in Hornchurch that pick up on local history, with Mayoral funding contributing to the TfL funded works to improve the pedestrian experience. New granite paving designs reflect the history of lacemaking. Clever perspective tricks in the paving pattern and terrazzo seating, bins and planters, reimagine the high street as a stage set, tying into the Queen’s Theatre, a local landmark since the 1950s. Studio Weave has also developed a plan to improve access to the theatre, while also making Hornchurch Green suitable for cultural activities and events.

Supporting business

Hornchurch traders have been supported by a range of measures informed by a business survey of the town. These included a ‘shop local’ campaign, a social media strategy, giveaways, special offers, and specially branded shopping bags. Consultants Inpsyde were commissioned to hold visual merchandising workshops, mentoring and makeovers for selected businesses. These sessions inspired traders to rethink their shop fronts. A ‘Top of the Shops’ competition was run for locals to vote for their favourite retailer in the town – engaging shoppers and traders alike in thinking about what makes a successful business.

Stewardship

Local traders in Hornchurch have been brought together and made stronger through a traders’ forum, business support workshops, mentoring and makeovers by retail consultants Inpsyde.

Preparing for change

Studio Weave has prepared a ‘Cultural Strategy’ for Hornchurch, which includes a heritage trail and signage that helps visitors to understand the history of the town and to find their way around. The possibility of building an extension to the popular Fairkytes Arts Centre has also been tested with an architectural feasibility study by Rees Bolter Architects, to attract investment and implement the project.

Borough: Havering

Partners/client: LB Havering

Consultants: Studio Weave, Jacobs, Rees Bolter Architects, Inpsyde

Funding: Mayor of London £217,000