A Call for Ideas to Make Grosvenor Square a Great London Space
Total Page:16
File Type:pdf, Size:1020Kb
Evolving Grosvenor Square together 1 At their best, London’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 Mayfair & Belgravia 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, John Adams (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 Charles Dickens 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 Shoreditch, 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 Clerkenwell 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 Knightsbridge 2017 BELGRAVIA Victoria South Kensington 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.