However, with Oxford Street already reporting notable success – emerging as the only major West End street to see a significant acceleration in retail rental growth in Q3, with year-on-year increases averaging 19% and vacancy rates at just 2.7%, the lowest since Q2 2019 – careful consideration is needed to ensure these changes don’t hinder its current momentum.

Global case studies highlight how public realm improvements can strengthen the status of global retail and leisure destinations. Cities like Shanghai and Seoul have successfully transformed popular shopping districts into pedestrian-friendly spaces that encourage longer stays, increased footfall, and higher spend.

The challenge is to balance these enhancements with current success. So, what do the most impactful public realm projects look like, and how can they deliver lasting value to Oxford Street?

Balancing experiences with practical concerns

Seoul’s Insadong Street is renowned for its mix of traditional culture and modern retail. Public realm improvements had to balance the preservation of its historic identity with meeting the needs of today’s consumers. Changes included removing utility poles, widening pavements, adding street planters, and repaving with traditional Korean black tiles. 

Today, Insadong Street boasts over 70 businesses, from the Alive Museum to the Michelin-starred A Flower Blossom on the Rice and the traditional Gaeseong Dumpling House. Its mix of crafts, souvenirs, and artisan goods likely benefits from the improvements, attracting visitors and encouraging them to spend more time exploring the area. Although it’s difficult to directly attribute increased footfall and spending to these initiatives, Insadong’s overall success as a cultural and retail hub is evident in its sustained popularity.

Street activation

Public realm initiatives not only make high streets more visually appealing but also present unique opportunities for temporary street activations. These enable brands to engage with consumers in immersive ways, particularly in pedestrianised areas. The extension of the Nanjing Road East pedestrian zone in Shanghai facilitated on-street activations from brands, including Gucci’s first-ever outdoor event.

Enhancing the role of store frontages

Pop Mart's global flagship store on Shanghai’s Nanjing East Road showcases how thoughtful store design and public realm improvements can create an immersive retail experience beyond a store’s four walls. Without vehicles blocking sightlines, the four-storey frontage is prominent and accessible to foot traffic, acting as a billboard. The store experience begins on the street, where its bright and decorative façade takes consumers on a journey, telling the brand's story before they even cross the threshold.

This approach aligns with a growing trend where public realm enhancements nurture more engaging retail designs, helping to attract foot traffic and encouraging visitors to interact with brands in more meaningful ways.

Careful consideration

However, these enhancements – in particular pedestrianisation – are not a one-size-fits-all solution. It’s essential to balance improved customer experience with practical concerns such as accessibility, safety and potential impact on existing businesses and residents. In some cases, poorly planned pedestrianisation has had to be reversed. One example is Sai Yeung Choi Street South in Hong Kong, which reopened to cars in 2018, eight years after pedestrianisation, due to resident complaints about late-night disruption.

What next?

As Oxford Street looks toward the future, its revitalisation is set to focus on creating a balanced, adaptable, and sustainable public realm. The next phase will require careful attention to maintaining a vibrant retail ecosystem, enhancing the visitor experience, and promoting lasting growth.

Further information

Contact Sam Foyle or Nick Bradstreet

Savills Prime Global Retail Team