British Land has launched ‘Eats from the Street 2016’ which sees the company’s restored red Routemaster bus, complete with a ‘green’ engine, visit 10 retail assets as part of its placemaking strategy to create Places People Prefer.
This will be the second time British Land has run the pop-up, a celebration of street food, following its initial residence across four assets in autumn 2014. The concept delivers a fresh culinary experience to customers. Launched at Orbital, Swindon last month, the bus has visited nine assets to date and will spend a weekend at Nugent, Orpington in late-August.
Darren Richards, Head of Retail Asset Management for British Land, said:
“Eats from the Street is a fantastic initiative and following its previous success we are bringing it back and expanding its reach across 10 of our assets. This campaign is part of our strategy to enliven assets, across both local and regional centres, through events that add to the customer experience whilst improving footfall, spend and dwell time.”
Eats from the Street is running across 10 local and regional assets: Orbital, Swindon; Broughton, Chester; New Mersey, Speke; Elk Mill, Oldham; Teesside, Stockton; Wheatley, Doncaster; Giltbrook, Nottingham; Tollgate, Colchester; Mayflower, Basildon and Nugent, Orpington.
Later this year British Land is set to expand the concept to run ‘Street Style’, which will focus on fashion and beauty. The event, which will utilise the Routemaster bus, will include fashion shows, tutorials and beauty treatments and will run across seven assets.