Cultural renaissance

Continuing our monthly theme looking at repurposing, we explore how culture and leisure assets can both re-engage and entice an entirely new audience.

Revitalising assets often requires bold, imaginative solutions. One of the most effective ways to do this is by introducing elements of culture and leisure. These components not only add intrinsic value to a space but can transform it into a destination that resonates with a diverse set of audiences and occasions. By creating engaging environments, property owners can re-establish their assets as vibrant, thriving hubs.

Infusing leisure for renewed energy
Leisure elements are powerful tools for adding excitement, variation and relevance. Attractions which deliver a leisure or social experience allow opportunities that stretch from one-off visits from a large, diverse audience-base, through to more localised, niche offerings. These generate high visit frequency and promote loyalty. From rooftop bars and interactive gaming venues to family-friendly attractions, leisure activities cater to a variety of preferences and demographics.

A prime example is One New Change in London, which introduced the F1 Arcade. Before this addition, the largely retail and F&B offer had struggled post-Covid given the assets' location in the heart of the City of London and its reliance on an office worker audience. The innovative F1 Arcade has since transformed the offer with the interactive and dynamic nature of the attraction creating widespread appeal to a diverse audience, from families to corporate groups, ensuring consistent foot traffic and a fresh identity for the space. This offer will soon be reinforced by the introduction of Fairgame, the fairground concept that has proved so successful at Canary Wharf. By focusing on creating unique and engaging leisure experiences, properties can foster a sense of excitement and community that keeps visitors coming back.

The cultural renaissance
Adding cultural elements to an asset creates a deeper connection with the community and fosters a sense of identity. Cultural initiatives such as art installations, performances, or exhibitions can elevate the perceived value of the property and attract a more engaged audience. These elements also open the door for partnerships with local artists, institutions, and organisations, broadening the appeal of the space.

Cultural activities also encourage longer dwell times and provide unique experiences that are harder to replicate elsewhere. One of our recent projects serves as a testament to the transformative power of culture in reviving underperforming assets, where we witnessed a property’s resurgence through targeted cultural interventions.

Pragma and Benoy, in partnership with Strategy&, collaborated to rejuvenate Al-Balad, Jeddah's historic heart (seen above). Renowned for its rich cultural heritage and identity as Jeddah's central trading hub, Al Balad also serves as a vital crossroads for pilgrims travelling to Mecca.

Simon Bee, Design Consultant at Benoy, explained that the team were careful to develop culturally thoughtful design proposals to restore the area's dilapidated buildings. The vision was to introduce public realm activations, create new spaces for performances and concerts, open-air dining, and revitalise tired shop fronts whilst preserving the authenticity of the area. These plans included a network of souks and plazas which blend seamlessly with existing uses, ensuring space for local traders while creating a vibrant environment that caters to diverse groups, including Al Balad residents, tourists, and pilgrims.

Incorporating culture and leisure into assets is a sustainable and impactful way to ensure their longevity and relevance. By diversifying the appeal of a space and creating memorable experiences, property owners can unlock new revenue streams and reposition their assets as dynamic destinations. This approach fosters community engagement, increases foot traffic, and ensures that these spaces remain vibrant and valuable in a competitive landscape.

Mukhriz Mustamir