Arts Quarter proposed for London’s West End

A new Arts Quarter on London's West End would reinvent underused spaces into a "gallery without walls", its proponents say.

The proposal, produced by consultants Future City and Publica for the Heart of London Business Alliance (HOLBA), would link cultural organisations, businesses and public space around Leicester Square, Trafalgar Square and Piccadilly Circus, turning "back of house streets" that once served local institutions into a part-pedestrianised space for public art and performance projects.

HOLBA hopes to attract £1bn of investment to develop the area. Chief Executive Ros Morgan says the plan is part of its strategy of "bringing culture on to the streets and integrating art into the built environment."

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"It will be more important than ever to have spaces in the West End that people want to come back to, particularly as footfall from workers and tourists picks up.”

HOLBA's plan is backed by Westminster City Council and several cultural networks including the Harold Pinter Theatre, British Fashion Council, Raindance Film Festival and the Royal Watercolour Society. 

The National Gallery and National Portrait Gallery, part of a steering group for the prospectus, are cited alongside the Royal Academy of Arts and English National Opera as "cultural anchors" for the project. 

HOLBA's 600-strong membership of businesses and property owners believe this is the best way to secure the West End's commercial wellbeing long term.

Morgan added: “The prospectus identifies the opportunities for investors to harness London’s and the globe’s creative energy within a tight-knit district of often overlooked commercial and outdoor spaces.”

Cultural gateways

The proposal envisages five "gateways" into the arts quarter: the National Gallery, National Portrait, Haymarket, Coventry Street and The Londoner hotel on Leicester Square.

The quarter will offer a combination of public art, new street furniture, video projection and performance to transform the streets into cultural activity spaces, offering opportunities for artists and arts organisations to contribute works "designed specifically for an outdoor, urban environment" such as banners, light shows, street art and virtual reality experiences.

A programme of curated events and activities will take place, with streets pedestrianised on a timed basis, subject to planning permissions.

Cultural institutions supporting the plan are being described as "recommended creative partnerships" for potential investors.

The area covered by the planned Arts Quarter is also home to the Prince of Wales Theatre and Odeon Luxe Haymarket cinema.   

Delivery plan

The Arts Quarter proposal is part of HOLBA's 'West End 2027' strategy for the area.

Dan Johnson, Special Projects Advisor at HOLBA, said detailed plans will come next through collaboration with Westminster City Council and local cultural institutions and businesses.

He told ArtsProfessional: “We are currently developing the delivery plan and subject to funding we expect the Arts Quarter to evolve incrementally over the short term (18 months), medium term (up to five years) and long term (circa ten years).”