Evolving Grosvenor Square together 1

At their best, ’s Your invitation to dream A quick introduction to our ‘Shaping the Square’ campaign 2 squares are all things to all people: quiet havens from A short history of our oval square the hustle and bustle of The Grosvenor Square story 3 city life; convenient spaces to meet family or friends; Reimagining Grosvenor Square centres for al fresco eating, Setting the scene for change 4 entertainment and art. Many of them, being famous Here's what we have learned landmarks, are global tourist A summary of what our research has revealed 5 attractions, others attract visitors in quieter ways, each 1,000 Londoners thinking `inside the square' A summary of our quantitative opinion survey 6 having their own unique atmospheres. Focused dreaming London without its squares is A summary of our qualitative focus group research 8 unimaginable and Grosvenor A call for ideas to make Grosvenor Square, already popular with Welcome to their square of the future A last word from some very creative local school kids 11 Square A great London space those who know it, has the potential to become London’s leading square again. What happens next? Five principles for success and an inspiring platform 12

Come into the square and join the conversation How you can get involved and share your ideas 13 SHAPING THE SQUARE Evolving Grosvenor Square together 2

Your invitation to A quick introduction to our ‘Shaping the Square’ campaign

Why? of a thousand Londoners, running We're asking thousands Because we want to reimagine interviews with local residents and and rejuvenate this unique space visitors and creating a panel of experts of people who live, work for all who visit it now and in the to focus on their answers to the future. We want Grosvenor Square question: ‘What’s in your Square?’ or socialise in London, to to become a welcoming space for London; one that honours In 2018, we’ll issue an open, think laterally about what its amazing 300-year history and international call to experts and reflects the needs of a leading professionals for creative answers 21st century global city. to the question, ‘What’s in your they want from one of their Square?’ We’ll share the most exciting Our aspirations are part of a vision suggestions with the public, before city's largest public spaces ± we have for our London estate to developing them and running a formal evolve. During the next 20 years design competition later in the year. Grosvenor Square. we want & to be more active, more open and more How do you fit in? integrated, with better streets, We hope you’ll use this document greener spaces and enterprising as a source of information and places that appeal to everyone. inspiration to create your own ideas. You can share them with us at vision. We want the Grosvenor Square grosvenorlondon.com/whats-in-your- of the future to reflect this vision. square and join the conversation And that’s why we’re looking about Grosvenor Square. outwards: surveying the thoughts GET IN TOUCH

[email protected] SHAPING THE SQUARE Evolving Grosvenor Square together 3 A short History of our 1920 1946 The Grosvenor Square Anyone for tennis? FDR arrives story... oval square Flappers flock to the Following the passing of the Roosevelt Square but the statue of Memorial Act, a statue of Franklin Delano 1800s George I and a Victorian Roosevelt is erected in the Square, where Laying the lawns pavilion that stood at it still stands today. The garden becomes its centre, are both a public space managed by the Ministry of 1720 1725 1774 During the first decade gone ± in their place are Works, and is re-landscaped with the loss of the 19th century, irregularly planted Plane of some 60 mature trees. A grand place at the The `wilderness worke' The coming of shrubs the Square's layout `farthest extent of trees and a tennis court. Architect George is simplified. Many the town' Grosvenor Square's reputation as the place Richardson tames the intersecting paths are Sir Richard Grosvenor to see and be seen is wilderness, divides the removed and replaced 1950s commissions a grand enhanced when gardener gardens into quarters by lawns. A constantly changing landscape scheme for his 100-acre and plants some of the John Alston creates The demolition of the private town houses estate `at the farthest first formal shrubberies a `wilderness worke' around the Square that began in the 1920s extent of the town, with in London. featuring a densely- and accelerated after WWII led to the the fields on all sides.' wooded mound and a new, bigger apartment blocks and hotels statue of George I on we see around the Square today, most of horseback ± probably the which were completed by the mid-1960s. first equestrian statue 1722 raised in a London square since antiquity. The `Great Ovall' garden 1854 1960 The centrepiece for Grosvenor's The times they are a changing the Mayfair estate is 1727 `Lordly Square' The Chancery Building, commonly known a grand square with Enter `some From Georgian to as the American Embassy, opens at 24-31 an eight-acre baroque villainous persons' Victorian times, the Grosvenor Square, designed by modernist `ovall garden', created 1939-45 Although London's 1785 Square retains its Finnish-American architect Eero Saarinen. by Grosvenor's Estate aristocracy flock to the The `prettyest square reputation as the most Welcome to Later in the decade, it's the focal point for Surveyor, Thomas Square, `some villainous in London' refined enclave in town. `Little America' anti-war demonstrations. Barlow. persons' still manage to Writing in Nicholas Abigail Adams, Grosvenor Square During WWII the dismember the statue Nickleby in 1838, resident and wife of American Square is disfigured of George I in a `most Dickens commends its ambassador, (later by numerous air raid 21st century Grosvenor Square shameful manner.' `aristocratic gravity' protection measures ± president), proclaims the Square and in 1854, writer The garden remains unchanged since its the `most reputable and prettyest it also becomes known George Moore calls it as `Eisenhowerplatz' or last modest refurbishment in the 1970s. square in London'. `Grosvenor's Lordly `Little America' when the What should come next? Square.' US military make it their wartime home. SHAPING THE SQUARE Evolving Grosvenor Square together 4 reimagining GROSVENOR SQUARE Setting the scene for change

London’s focal points are constantly Since it first opened to residents almost Anyone who knows changing too, with districts, streets and 300 years ago, Grosvenor Square’s squares falling in and out of fashion. reputation has fluctuated regularly. It’s 1727 London knows that it's There are undoubtedly underlying been a ‘must-see’ London attraction at socio-economic explanations for this, least three times, first as an Italianate never the same two days but for seasoned London watchers, the Garden, next as a daring experiment experience can seem rather whimsical. in ‘wilderness’ design, and during the running. It constantly To quote writing in Victorian period, as the most aristocratic The Pickwick Papers in 1836,“The first of all London’s garden squares. changes its size, shape ray of light which illumines the gloom” continuously swings its bright beam across But today, given its size and location, Camden and characteristics. Even the city, bestowing cultural currency on Grosvenor Square is now less well known one area after another – Westminster, and underused compared to London’s 1887 the weather is famously Mayfair, Chelsea, Covent Garden, other favourite squares.Maida Vale Some have called , Dalston… And so it goes on. it a London square that has lost its way. Somers Town unpredictable. We prefer to think of it as a square In fact, guessing the next part of London that’s been temporarily left behind as to become ‘trendy’ is an all-absorbing the cultural spotlight has shifted to the Finsbury game that’s probably engaged Londoners capital’s other publicWestbourne places. Green since the city broke free of its original fortifications centuries ago and charged And as we’ve said, London is always Bloomsbury North outwards in every direction. Kensingtonchanging and that change can be sparked Marylebone Fitzrovia and designed to achieve a specific end. We 1927 Paddington No London landmark illustrates this think it’s time this historic square ‘made St Giles phenomenon better than Grosvenor the weather’ across London once again. Square, which for the record, currently And with your ideasBayswater and support, we’re MAYFAIR Covent Garden comprises 2.5 hectares of land laid largely sureNotting that Hill it can. to lawn, situated less than 200 metres St. James's South Bank from Oxford Street in the heart of the West End at the centre of Grosvenor’s Mayfair estate.

Whitehall Lambeth 2017 BELGRAVIA

Victoria South Millbank Hammersmith

Pimlico Vauxhall

Chelsea SHAPING THE SQUARE Evolving Grosvenor Square together 5 HERE'S WHAT WE HAVE LEARNED A summary of what our research has revealed You can read about the results of these exercises in more detail on pages 6-11, but here's a summary of what we've heard so far.

A global Grosvenor Square A guided Grosvenor Square Almost everyone we’ve asked wants This is probably the most Grosvenor Square to be a global straightforward of the big themes square in a global London – diverse that have emerged from our survey and inclusive in every respect, and focus groups. Put simply, helping the streets of Mayfair around people need more help to find their it to feel welcoming whilst retaining way to Grosvenor Square. They their elegant charm. The demand want better signposting, but also for the ‘whole world in one London more points of interest around the square’ is a consistent one. square to create a sense of arrival.

A green and pleasant Grosvenor Square A gripping Grosvenor Square It’s clear that most people value Time and time again, the people urban squares for the contrasts they we’ve talked to have told us provide. They’re an escape from the that they need a reason to go to hustle, bustle and noise of city life – Grosvenor Square – some sort of green and pleasant gardens in which ‘wow’ factor that makes it a place to unwind and relax. worth visiting. You’ll notice that their ideas about what this ‘wow’ factor might be vary widely. In A gregarious Grosvenor Square addition to the importance of a We want to understand Grosvenor Square's ability to meet ‘wow’ factor, there was also an Most of the people who’ve shared observation that the best squares their views with us want Grosvenor the needs of all who use it, from local residents to national are surrounded by equally Square to stay ‘green’, but many of appealing places to meet and enjoy. and international tourists. So far, we've asked more than them also want it to be ‘gregarious’ at 1,000 people how they think we can do this, by running appropriate times of the day and year ± surveys and interviews with locals and visitors. more sociable and more interesting. GET IN TOUCH

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SHAPING THE SQUARE Evolving Grosvenor Square together 6 1,000 Londoners thinking `inside the square' A summary of our quantitative opinion survey

With help from research specialists BritainThinks, we've run % % ONLY % a representative survey of over 61of people use public spaces 71 of people value public spaces OF LON DON9ERS ARE VERY FAMILIAR 1,000 Londoners aged 18-years to meet friends and socialise because they're green spaces WITH GROSVENOR SQUARE and over. We asked them to answer questions about how they Q. What do you do in public spaces? Q. What are the benefits of public spaces? Q. Which London squares are you familiar with? currently use public spaces, which . 61% of people use public spaces . 71% of people value public spaces to meet friends and socialise because they’re green spaces . 55% of people know Russell are their favourite public spaces in . 54% go there to eat lunch . 52% prefer their green spaces to Square best London, and what they would like . 49% use them to exercise – have natural wildlife . 49% know Soho Square best whether running or walking . 47% enjoy them together with . 39% know St James’s Square best a reimagined Grosvenor Square to . 40% visit them to listen to friends, family or colleagues Grosvenor Square isn’t as well-known music or watch outdoor theatre Perhaps surprisingly, being able as some other London squares. Men offer visitors. Here are just some performances to walk dogs or enjoy static artwork and middle aged or older people who of the interesting things we've More women than men see public were both low priorities. are relatively wealthy and own their found out. spaces as social spaces. own home are most familiar with it.

PEOPLE GENERALLY USE WANT TO LONDON SQUARES AS KNOW social spaces GET IN MORE? TOUCH You can read a full copy of the Britain Thinks Representative Survey results here. [email protected] ‘

SHAPING THE SQUARE Evolving Grosvenor Square together 7 1,000 Londoners thinking `inside the square' If you could give one piece of advice about how to make Grosvenor Square a place that you would really want to visit and spend time in, what would it be?* * Top three responses Q. What do you think of Mayfair? Q. What should Grosvenor Square focus on being?* . 58% believe Mayfair is only for % the affluent . 57% believe Mayfair has a range of attractive architecture % 52of people WANT . 51% believe Mayfair has good places to eat and drink TECHNOLGY-FREE   53of people WANT A % of people want a zones 44 tranquil place to escape FAMILY HUB ± WHETHER the hustle and bustle of THAT'S A PLAY AREA everyday life OR A COMMUNITY VEGETABLE GARDEN % % want green space and 44 wildlife % OF PEOPLE BELIEVE MAYFAIR 58 IS EXCLUSIVELY FOR AFFLUENT % want a space to PEOPLE 32 socialise o51f people WANT ENTERTAINMENT, ART AND FOOD * Top three priorities THAT REPRESENTS THE WORLD, NOT JUST LONDON WANT TO KNOW THE IDEA OF BRINGING global culture GET IN MORE? INTO GROSVENOR SQUARE IS A POPULAR ONE TOUCH You can read a full copy of the Britain Thinks Representative Survey results here. [email protected] SHAPING THE SQUARE Evolving Grosvenor Square together 8 FOCUSED dreaming A summary of our qualitative focus group research

What do people really think about public spaces in cities? What do they want from city squares in general and Grosvenor Square in particular? We commissioned research specialists BritainThinks to help us find out.

What did we do? Alongside polling, we also held smaller focus groups of eight volunteers (each comprising of six London residents and two visitors to the city). We asked them tell us about their favourite urban public spaces, to explain how they use them and then to imagine what a truly great Grosvenor Square should offer. It’s fair to say everyone rose to the challenge. Here’s a flavour of their views and their visions for shaping the square.

GET IN TOUCH

[email protected] SHAPING THE SQUARE Evolving Grosvenor Square together 9 FOCUSED dreaming Squares for all seasons A great London square Participants made it clear that people need to be able Participants highlighted the five elements required to to use squares in different ways at different times of the make a square a great square.

day and the year. Their favourite public spaces provide 1. A green haven in a city where fewer and fewer something for everyone – dog walkers, joggers and mums Soho Square residents have gardens with kids in the mornings, lunch-breakers at midday, and 2. A space where people meet, socialise and interact in socialisers and entertainment seekers in the evenings. lots of different ways In summer they maximise the joys of outdoor living, in 3. Diverse and inclusive – bringing different kinds of winter they become cosier and more atmospheric. people together 4. A place for world-class entertainment, with something Square art for everyone Participants believe that art in public spaces enhances 5. A creative space – a forum for artists and performers their appeal, but isn’t a top priority. They’re particularly Russell Square keen to see interactive art that involves visitors and When asked to rank their favourite London squares, they community art projects. named Soho Square, Russell Square and Granary Square top – each of which provides most, if not all, of these Squares of the future elements. We asked participants to imagine London in 2037. Their thoughts focused on three big changes: our increasing My great Grosvenor Square would... dependence on technology; the changes in infrastructure Granary Square needed to support a growing population; and the risks of increasing social, cultural and economic divisions. BE full of Have a Graffiti Offer a Corner where birdsong study area BE AN ACTIVE London's squares in 2037 should be... street artists SQUARE IN THE with desks and can work - Quiet havens in a bigger and noisier city free EVENINGS ± WITH - Sanctuaries from digital technology and people can WORLD-CLASS wi-fi access watch them - Places where wildlife flourishes Host music & - Inclusive public spaces open to everyone app-based HAVE a quiet street art - Spaces hosting entertainment, performance treasure corner where HAVE and culture hunts you can’t use fountains Be available and bars so - Easier to access using greener transport options mobile devices I can have a drink 24-hours a day and the kids can and beautiful splash abouT GET IN a creative in the evening TOUCH space winter summer [email protected] SHAPING THE SQUARE Evolving Grosvenor Square together 10

FOCUSED A central observation dreaming tower or turret

An `out-there' Grosvenor Square On the whole, participants came up with practical ideas about a treetop how to improve Grosvenor Square, but they also generally agreed that a reimagined square needs a ‘wow factor’ to attract visitors. WALKWAY

Some of their suggestions were truly inspired. waterfalls A MAGIC A pavilion celebrating STORYTELLING world culture a static TREE surfing wave like the one in Munich

chickens & goats A narrow Gauge roaming free PERIMETER TRAIN TRACK A monorail connection to an underground station stacked or The world’s an underground art gallery hanging gardens first and best holographic theatre GET IN TOUCH

[email protected] SHAPING THE SQUARE Evolving Grosvenor Square together 11 A SWIMMING POOL A UNICORN piñata STAR WARS paintballing a safe place A SPACE JUST for kids FOR Parkour A memorial FOR ‘grenfell tower’ squareWELCOME TO THE ofIR the future A last word from some very creative local school kids

Who better to ask about the future of Grosvenor Square than its likely future visitors? Lord of the Here are some of the brilliant ideas that the pupils of rings role play St. George's Hanover Square CE Primary School came up 8 with when we asked them: What's in your Square? a treehouse RENT A HORSE A RIVER (WITH FISH) FOR A COUPLE OF a dirtbike track with a few ramps HOURS free GET IN wifi TOUCH included get in touch: [email protected]@grosvenor.com SHAPING THE SQUARE Evolving Grosvenor Square together 12

Five principles for success and an inspiring PLATFORM What happens next?

We're excited by what we've We’re particularly pleased that so We talked earlier on page 5 about what CLARITY much feedback confirms our belief that we’ve learned so far – the broad ideas A Grosvenor Square that declares its location learnt ± from local residents Grosvenor Square needs to evolve in ways emerging from the quantitative survey and and unique atmosphere with clarity and that acknowledges its past as a garden focus groups. These seem to us to highlight creates a strong sense of `arrival' ± easy to living near Grosvenor Square, square and as an outward-looking social five consistent principles for success: find and hard to resist. Londoners and visitors from space, welcoming all who come here. around the world. We're just COMPANY COLOUR The whole world in one London square A Grosvenor Square in which the company that A Grosvenor Square that is inspirational ± as excited to hear your ideas The notion of ‘The whole world in one visitors keep is diverse, inclusive and `global'. providing the unique colour that inspires London Square’ intrigues us very much, people and demands to be seen. for the Square, whenever because it corresponds so neatly with CONTEXT Grosvenor Square’s original intentions – A `green and pleasant' Grosvenor Square, Together, we think these five principles you're ready to share them. whether taking inspiration from Italian setting the context for any other changes we for success provide a robust and garden design and French philosophical make and surrounded by equally great places inspiring platform from which to notions of ‘wilderness’ or welcoming to meet and enjoy. reimagine a Grosvenor Square fit for Americans and local residents including 21st century London and the world the German-born composer, Handel. CONTRASTS that it welcomes through its gates every single day. This outward-looking sensibility is equally A Grosvenor Square that hosts contrasting true of the area around the square. Mayfair activities in all seasons, from the intimate to the has long been an elegant part of London; grand and from the energetic to the tranquil. exclusive perhaps, but never homogeneous. It has always welcomed people from around GET IN the world. TOUCH

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COME INTO THE SQUARE AND join the conversation How you can get involved and share your ideas

Hopefully, this call for ideas has helped you understand what we're trying to achieve through our Shaping the Square campaign and also inspired you to come up with some ideas of your own about how to make it a great public space for London.

We really want to know what you think and it's easy to join the conversation.

context clarity You can find out more about what's going on and share A green and A square that your ideas here on our website pleasant square makes a great company surrounded by contrasts first impression, colour A diverse, great places easy to find, inclusive and A square for all hard to resist A square that global square seasons with grips people and activities to suit draws them in GET IN every mood TOUCH

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