Early draft of brochure describing the CitiZen collective

2. CitiZen is a visionary collective, united in the belief that Citizenship
defines our identity and behaviour... so
People and Places not buildings and spaces.
Our collective experience combines creative appraisal and conceptual
thinking underpinned by rigorous analysis and delivery processes...
The art and science of place.
Our approach is fully inclusive, we view the contribution of citizen-led
user groups as integral to the process of sustainable placemaking,
delivering economic, ecological and environmental benefits to all.
Involving CitiZen will provide a multi-skilled, single resource for both
Public and Private sector initiatives. We will evaluate opportunities and
agree the most appropriate lead consultant, who ensures continuity,
co-ordination, budget compliance and delivery processes.

3. The CitiZen collective
JAVELIN COVERPOINT
www.coverpoint.co.uk
www.javelingroup.com
Foodservice Consutants
Retail Appraisal
ATKINS HALOGEN
www.atkinsglobal.com www.halogenuk.com
Transport + Movement Strategic Communication
Service
LEWIS
PORTLAND COMMERCIALISATION
www.portland-design.com www.lewiscommercialisation.eu
Place-Making Commercialisation
Strategy Consultants
LDC ACXIOM
www.acxiom.com
www.localdatacompany.com
Customer Information
MATRIX
www.matrixpartnership.co.uk
Spatial Masterplanning

4. Javelin Group
Javelin Group is Europe’s leading specialist retail consulting firm, advising
retailers and consumer-facing businesses across a range of business-critical
areas: strategy, operations, multi-channel, technology and locations.
Our Locations practice brings:
Unrivalled expertise in retail location research
Unique proprietary data-sets
Ongoing programme of research in major retail trends
Flexible partnership approach to our work
www.javelingroup.com

5. Unrivalled expertise in retail location research:
• Practice leader with 20 years + experience
• 8 locations specialists
• High level academics (graduates from Oxford, Cambridge, Durham...)
• Location projects with over 150 leading retailers and brands of all shapes and sizes
(M&S, Morrisons, Nike, Waitrose, Evans Cycles, Pets At Home, Screwfix,
Phase Eight etc.)
• Projects with 60+ developer/owners on over 160 shopping centres across Europe
• Engagements to-date in 27 countries
Unique proprietary data-sets:
• RETAILNATION: catchment and shopping patterns from a huge piece of original
consumer research
• SHOPSCORE: actual retailer performance indicators by retail venue
• VENUESCORE: venue rankings and profiling
• PERSONICX GEO: lifestyle-based segmentation of consumers
• X-SPEND: lifestyle-based geographic spending model
www.javelingroup.com

6. Ongoing programme of research in major retail trends
• e.g. recent 5,000 sample survey into multi-channel shopping patterns
Flexible partnership approach to our work:
• Javelin Group has developed a matrix of market leading specialist property
advisers covering commercialisation, food service, design, master-planning,
econometrics, market research, PR, pedestrian flow modelling etc.
In shopping centres, our engagements typically cover: new scheme feasibility,
proactive asset management, acquisition appraisals and strategic research.
www.javelingroup.com

7. Portland
We create citizen-focussed design solutions for property developments worldwide.
We draw on our extensive global experience in retail developments and
environments – this is a rich mix of urban regeneration and development projects,
shopping centres, airports, retail and brand environments, signage & wayfinding
and branding.
Our offer within the design industry is unique – in that we combine market research
and strategic planning to ensure a commercially-effective design solution.
www.portland-design.com

8. Retail Masterplanning
It is vital that the client’s aspiration and the findings of the market research,
strategy and forecasting are reflected in a holistic retail masterplan for the
entire project so a retail vision can be created.
Brand strategy
We fully understand the importance of creative successful brands.
We look at communications through the eyes of the users hence the
identities that we create are truly customer-centric.
Our overall objectives when creating a new identity are to:
• Create a memorable identity that reflects the target market
• Build and inform through a strong visual brand language
• Provide an adaptable identity that responds to a variety of uses
• Underscore and provide visual expression to the concept of an exciting brand
www.portland-design.com

9. Public Realm
Public realm design is our passion and expertise and it encompasses the
external space in between buildings and the internal space between shops.
We provide expertise in all aspects of environmental design and we regard
the public realm, as all the public facing spaces within the retail elements
of any project. We provide concepts and scheme design drawings for projects
in order to assist the client’s architectural team to deliver the final design.
Wayfinding & Signage
Wayfinding is not signage – it aims to encourage all the users to easily navigate
around environments by providing a visual expression. Signage dictates where
to go wayfinding presents a series of journeys with opportunities to interact with
the environment itself forms part of our navigation.
www.portland-design.com

10. Atkins Intelligent Space
Our approach to retail masterplanning is rooted in our understanding that people
are what make cities vibrant, economically viable and enjoyable. As part of the
team, the Atkins Intelligent Space consultancy will bring specialist pedestrian
movement expertise, providing a wealth of experience in how to attract, sustain,
monitor and design for pedestrians.
Atkins Intelligent Space uses science-based methods to turn pedestrian
movement from an undervalued resource into a tangible and manageable
asset. We have successfully created a wide range of high profile pedestrian
improvement schemes such as the transformation of Trafalgar Square. Our
evidence-based approach was used to objectively develop and test the diagonal
crossing at Oxford Circus to ensure it was a functional space that facilitated
movement and improved the walking experience on this busy high street…
…We use our knowledge of what attracts pedestrians and how to successfully
manage traffic in order to create destinations, not drive-throughs.
www.atkinsglobal.com

11. The wider Atkins group provides a vast resource of planning and infrastructure
skills that can support a holistic approach to masterplanning, supported
by a wider transport planning team.
The Local Data Company (LDC)
Founded in 2003, is the leading aggregator of retail and leisure data in the
UK. LDC’s research methodology is also unique. LDC ‘walks’ over 700 towns
(expanding to 2,000 by 2012) every 26 weeks collecting over 20 fields of data and
imagery on every retail and leisure premise. LDC also tracks the top 2,000 multiple
retailers. LDC is uniquely positioned to provide analysis both historically and today
on the key health indicators of a town/city…
www.atkinsglobal.com
www.localdatacompany.com

12. Including:
• Occupancy by fascia, classification mix, independent/multiple mix,
property type (street v shopping centre).
• Activity by churn, openings and closures.
• Vacancy by unit, classification, floorspace,
independent/multiple mix.
• Mapping of all of the above through its GIS software
and the creation of bespoke boundaries within a town/city.
• Comparison to competing or neighboring centres, by establishing these
KPIs it enables towns and cities to monitor change every 26 weeks and thus
provide independent and current feedback to stakeholders as well as the
ability to benchmark against over 700 + other towns.
LDC works with a number of BIDs and Local Authorities including Retail
Birmingham, CityCo, London Borough of Hammersmith & Fulham,
Wolverhampton Development Company and the City of Sheffield.
www.localdatacompany.com

13. Matrix
Architecture, Landscape Architecture, Planning & Urban Design
Matrix Partnership is at the leading edge of contemporary urban design practice.
Solutions are developed within a creative and collaborative environment to
explore and give expression to how we want to live. Architecture, planning and
landscape design services provide the basis for a fully integrated approach.
We share a real belief that modern towns and cities should be for people.
Our work is about designing places that encourage social interaction, make
the best use of scarce land and that are thriving; while also inspiring wonder
and delight. We approach urban design with a sense of excitement of what
is possible.
www.matrixpartnership.co.uk

14. Matrix Partnership is recognised for delivering thoughtful and ingenious design
solutions to clients on complex projects where conventional approaches do not
go far enough. We are driven by the need to address the challenges of urban
renewal, changing user needs and the specifics of place. We practice with
passion and commitment to high quality design, delivered through collaborative
working, effective management, planning robustness and foresight.
Urban design is employed as an inclusive tool to prepare bespoke strategies,
masterplans and building and landscape designs that are thoroughly grounded
in a multi-disciplinary, user-focussed approach. Our involvement in a range of
seminal projects, including London Docklands and Salford Quays, provides
the bedrock of experience for us to act as trusted client advisors on projects
delivered from inception through to completion.
www.matrixpartnership.co.uk

15. Lewis commercialisation.
Lewis Commercialisation advises developers and investors on cutting edge
commercialisation strategies to maximise non-core income streams.
Robust commercialisation delivers both increased customer experience whilst
at the same time adding immediate cash-flow benefits and subsequent
valuation uplifts.
Headed up by Byron Lewis: Former head of commercialisation at Lend Lease
Retail Europe (owners of Bluewater in the UK) for five years.
Proven track record of results driven asset enhancement initiatives that combine
best practice with industry experience.
European clients include: Henderson Global Investors, APN Retail Trust,
Babcock and Brown, GPT, St Modwens...
www.lewiscommercialisation.co.uk

16. Halogen
Halogen provides strategic communications services to property development
and investment companies, professional consultancies and other property
organisations.
Whether clients want to communicate with the property industry, to occupiers,
to investors, to government or to the public, Halogen can help get the
message across. Halogen’s approach is holistic and its all-encompassing
communications strategies and bespoke campaigns deliver effective, successful
results by utilising the precise communications tools needed to achieve
the objectives.
Halogen has worked on over 200 retail schemes throughout the UK and Europe.
www.halogenuk.com

17. Coverpoint
Coverpoint is the UK’s leading specialist foodservice consulting firm.
Outstanding reputation advising on shopping centres, leisure facilities, visitor
attractions, motorway service areas, retail and transit in foodservice.
Sector leading experience of global foodservice development.
Enviable reputation for groundbreaking work driven by a unique approach
to matching foodservice provision in any site to the guest type, customer
requirements and business areas.
Clients include: Canary Wharf plc, Heron Int., Sonae, PRUPIM, Hammerson,
Innotech, ISIS Asset Management, Legal & General, Scottish Widows,
Grosvenor Estates, Lend Lease, USS, BAA McArthur Glen, Trafford Centre,
Land Securities, European Property Development, Ballymore, MDC...
www.coverpoint.co.uk

18. Acxiom
Acxiom are the global leader in customer information
Transforms data into actionable business insight.
Key lines of business include:
• Customer marketing
• Consumer segmentation
• Location analysis
• Lifestyle and Demographic data
• GIS market data, analysis software
• Digital services
• Database hosting & data Integration
Est. 1969, Acxiom has more than 7,000 associates worldwide
www.acxiom.com

19. Case Studies:
Atkins
Portland
Matrix
Lewis commercialisation.

20. Atkins case study – Liverpool Masterplans
Client: Grosvenor Estates (PSDA) and Frenson Limited (Rope Walks)
Start Date: March 2005
Duration: 5 months
Context
The city of Liverpool is undergoing substantial change with significant investment into the city by
developers. As a result of this proposals to remodel large areas of the city have been developed.
The Paradise Street Development Area (PSDA) and Rope Walks are two such plans.

21. Atkins case study – Liverpool Masterplans
Objectives
The PSDA covers a 42 acre site in the centre of Liverpool spanning the area between the main shopping
street (Church Street) to the docks in the south. The site was previously mainly at grade car parks and
planned to be a vibrant mixture of retail units, restaurants, leisure facilities, and a new hotel. It would be
home to two new department stores, a new John Lewis Partnership and Debenhams. For residents of the
city there will also be new residential units and the reworking of the park. Atkins worked in partnership with
Turley Associates on the masterplan for the Rope Walks area of Liverpool. Atkins was brought in to assess
how people currently move around the site and to review how changes to the PSDA, which lies adjacent
to Rope Walks, is likely to affect the area. This is to show how the masterplan can maximise linkages
between the proposed retail developments and the Rope Walks site.
Services Provided
Pedestrian modelling of routes in two masterplans at the heart of Liverpool:
the PSDA and Rope Walks. Key Benefits / Success Factors Atkins was brought into the design team
to review the pedestrian routes through the masterplans, in particular to support the architects on the
detailed design of circulation routes.
Key questions that we resolved included:
• Is there sufficient capacity on footways for the likely pedestrian numbers?
• Are the escalators in the right place?
• How can the design best support clear, uninterrupted views of retail units for people
walking around the site?
• Where will be the key wayfinding nodes?

22. Atkins case study – Queen’s Arcade Cardiff
Client: Motcomb Estates
Start Date: March 2009
Duration: March 2009
Context
Atkins was commissioned by Javelin Group to undertake pedestrian modelling of Cardiff City Centre
to assess the impact on Queens Arcade of the new, adjacent St. David’s 2 shopping centre.

23. Atkins case study – Queen’s Arcade Cardiff
Objectives
• To understand the wider pedestrian flows in Cardiff City Centre
• To analyse how pedestrian flows through Queens Arcade will be affected by the development
of the new adjacent shopping centre
• To outline any improvements to the present layout and propose quick wins
Services Provided
• Accessibility analysis of current layout and proposed layout including the St. David’s 2 development
• Analysis of retail units in view from footways in both existing and proposed designs
• Analysis of retail units in view weighted by floor space of retail units
• Modelling of shortest path routes
Key Benefits and Success Factors
• Identification that Queens Arcade would provide the shortest route into St. David’s 2 from Queen
Street, which experiences the highest level of pedestrian activity in the area, and was therefore not
likely to experience a significant change in flows
• Prediction that Queens Arcade may experience a small rise in activity if it offers a similar quality to the
portfolio of St. David’s 2, promotes a unique selling point and overcomes challenges to its layout
• Outline of layout challenges including curved malls, level changes and blocked views caused by
columns and structures
• Evidence based analyses could be used to encourage current tenants to remain

24. Portland case study – Elephant and Castle
Elephant & Castle is the last remaining piece of central London to be regenerated. This landmark
redevelopment of 170 acres of southeast London includes over 5,000 new homes and 75,000 square
metres of retail and leisure space.
Our retail strategy for regeneration was to create a socially commercial and vibrant neighbourhood of
shopping districts, each with an individual character, choice and destination in order to provide a unique
shopping experience for locals and visitors in the heart of London.

25. Portland case study – Saadiyat Island, Abu Dhabi
As a natural island of 27 square kilometres, Saadiyat is key to Abu Dhabi’s masterplan to create an
open economy not so dependant on oil revenues. Working with EDAW masterplanners for the entire
development, Portland were commissioned to detail the retail components of the scheme with a string
of developments, interlinked and embedded in the infrastructure of the island.
The main focus of the work was in the Marina & Cultural districts made world-leading with the first
Louvre outside Paris designed by Jean Nouvel and a new Guggenheim by Frank Gehry amongst
many as Abu Dhabi focuses on culturally-orientated tourism as an economic catalyst.
Our work influenced form and function of all the main development plots, redirected transport
infrastructure and set out a framework for all retail across the island.

26. Portland case study – Palace Exchange, Enfield
Portland created a unique exciting sense of place with an effective wayfinding experience.
We created a logotype that manifests itself throughout the environment and off-site marketing.

27. Portland case study – Palace Exchange, Enfield
The Word Wall is a unique wayfinding gesture which embraces the lives of those living in Enfield. The
concept creatively links conversations around the subject of Enfield between young and old. This
installation creates a snapshot of our time that will become both a historical and current statement.
The Word Wall is composed of a series of interlocking metal letters that make up words and phrases,
creating a robust but elegant lace like grillage around the building. During the day the Word Wall will
shimmer in the sunlight and darken in the rain.
At night it is enhanced by coloured illumination.

28. Matrix case study – Wellingborough Town Centre Area Action Plan, Northants
Over the last few years, Wellingborough has slipped down the national ranking of town centres.
The designation of Wellingborough as a Growth Area presents opportunities to address this.
The Plan puts forward an ambitious strategy set to deliver a major expansion of retail floorspace,
together with new housing, cultural and community facilities. It balances this with the need to
conserve the town’s historic built fabric – with old and new stitched together via a high quality
network of transformed public spaces.

29. Matrix case study – Regenerating Devonport, Plymouth
The release of two major Ministry of Defence sites presents an historic opportunity to reinstate
Devonport with a new heart. Our involvement began by preparing a Development Framework for
Devonport Regeneration Company, spearheading this £49m New Deal for Communities initiative.
This was followed by a detailed Masterplan for English Partnerships. Construction is now proceeding
following the grant of planning permission.

30. Lewis commercialisation case study – McArthur Glen UK & Europe
Brief
Lewis Commercialisation worked with McArthurGlen Designer Outlets
on three key projects over a number of years:
1. Development of in-house UK commercialisation strategy
2. Development of European commercialisation strategy
3. Short term letting strategy, McArthurGlen Salzburg
Process
1. Audit, review, develop solution and implement commercialisation
strategy (UK)
2. Audit, review and develop commercialisation strategy (Europe)
3. Recruit and train personnel and manage outsourced letting program
(Salzburg)
Outcome
1. McArthurGlen UK now has profitable in-house commercialisation
business.
2. McArthurGlen Europe has developed commercialisation strategy
3. McArthurGlen Salzburg received 12 short tenancies for centre opening

31. Lewis commercialisation case study – Whitgift Centre, Croydon, UK
Brief
The Whitgift Centre Croydon was below benchmarked income levels for
commercialisation activity across all sectors. The owners of the shopping
centre wanted a turn key operation that would significantly drive income
levels and enhance customer experience. Due to organisation factors
the owners wanted an outsourced solution that did not require significant
capital outlay and required the hiring of additional staff member.
Process
Lewis Commercialisation recruited, employed and trained a
Commercialisation Coordinator for the role, who worked on-site at
the Whitgift Centre. A full strategic review was undertaken to identify
opportunities and a three year business plan with financial forecasts was
produced.
Outcome
The implementation and management of the commercialisation strategy
was an outstanding success, adding significant income and enhancing
customer experience. As the contracted period was over three years,
with each year adding more income and building on the foundations of
the previous year.

32. Lewis commercialisation case study – Diagonal Mar, Barcelona, Spain
Brief
Diagonal Mar Shopping Centre was below benchmarked income levels
for commercialisation activity across all sectors. The owners of the
property wanted a full audit, review and strategy to maximise income and
customer experience. After reviewing the asset an internal management
strategy was selected where Lewis Commercialisation would recruit,
train and develop the Commercialisation Executive and oversee the
implementation and management of the commercialisation strategy.
Process
Lewis Commercialisation recruited, employed and trained a
Commercialisation Coordinator for the role, who worked on-site at
Diagonal Mar for CBRE. A full strategic review was undertaken to identify
opportunities and a three year business plan with financial forecasts was
produced.
Outcome
The implementation and management of the commercialisation strategy
was an outstanding success, adding significant income and enhancing
customer experience. As the contracted period was over three years,
with each year adding more income and building on the foundations of
the previous year. Further a new three year has been agreed with Lewis
Commercialisation employing the Commercialisation Coordinator.