10 minute read
Building a Better Tomorrow
by artiqannual
Emerging trends in the real estate sector suggest a move towards maximising social impact. An expert in this field is Grosvenor's Project Director Lucy Puddle, here in conversation with Tazie Taysom about shaping purposeful spaces for the future.
Tazie We're meeting today in Fivefields, a new impact-driven workspace on the edge of The Green Park and around the corner from Victoria Station. As the Project Director at Grosvenor, you've been leading the development of this space - the latest in a series of impactful projects throughout Mayfair and Belgravia. But interestingly your career didn't start in real estate; it began in finance. What can you tell us about your journey from where you started to where you find yourself today?
Lucy I graduated from University of Cambridge with a degree in Land Economy, which encompasses aspects of property finance and law as well as environment and philosophy. Initially keen to pursue a career in property, I read an article about the gender pay gap in the sector and that was a massive turnoff. So, I went down another route and qualified as an accountant. Early on, I felt certain this wasn't what I wanted to do long-term. Still, I completed my qualification, hoping for an opportunity to join a property company through the route of finance and transition to real estate.
Eventually, I joined the finance team at Grosvenor, and after carrying out some project-related work there, I had an opportunity to move to the development side. Principally, my role was in residential development, but I quickly discovered that I preferred working with commercial spaces and in the public realm. Initially, I felt I might lack the knowledge and skills compared to my peers, but development is mainly about problem-solving, making timely decisions, and determining how to best add value, be it financially, environmentally, in the community, or all three. I was fortunate to begin with smaller-scale projects, which gave me the tools and grounding to take on bigger things.
And then Eccleston Yards came along. Hidden behind locked gates, it was a backland car park in an area adjacent to Victoria Coach Station, unknown to most. A conversation was already happening about this forgotten space, prompting Grosvenor to suggest this latent area had the potential to be so much more. It was an opportunity to create something exciting and quite innovative for us. The brief emphasised maximising the use of existing buildings as much as possible and to create a new community that the existing communities in Belgravia and Victoria could enjoy. Eccleston Yard has transformed from an unknown place, visible from the back gardens of only a handful of people, to a hub of restaurants, fitness spaces, retail, and outdoor public space. Such opportunities are rare to get in your career; it was incredible. Since then, my career has naturally taken a path focused on commercial and public spaces, leading me to my current project at Grosvenor Square Gardens. It's a fantastic redevelopment of a renowned garden in the heart of the West End in Mayfair—only the fourth time in its 300-year history that it is being reimagined.
Then there's Fivefields, this new co-working space created as a home for charities and social impact organisations. This project significantly accelerated my existing passion for inclusivity, accessibility, and the environment, really shaping my thinking on how we approach developments. As my career has progressed, I've been fortunate to seek out purposeful projects that clearly benefit people. I like contributing to change, seeing the fruits of my labour, and positively impacting the communities I work with.
Tazie The projects you've been involved in, be it by serendipity or because you have intentionally taken that strategic direction, appear to be one step ahead of shifts in real estate sector priorities. While sustainability is hugely relevant in nearly every contemporary development, topics like community engagement, accessibility, and inclusivity haven't gained the same widespread attention. Yet, you've actively championed these aspects throughout each of these projects in quite rapid succession.
Lucy I think this stems from having permission to drive it. At times, it's challenging to see how we as individuals, can make a difference.
However, Grosvenor's Sustainability & Innovations team is doing an incredible job distilling complex issues into actionable steps for each of us in our respective roles. As a leader within our business, I feel empowered to do it. We're all on a journey of learning, but with each project, we assess what worked well and how we can do better. Take Fivefields, for example; understanding the end users shaped our design brief. The focus on social impact, accessibility, community fostering and providing a home for charities was clear from the start, which is unusual in my world. Whether designing the brand or constructing the partitions, everyone embraced this vision, creating a purposeful project, and it was evident throughout the process. Knowing that charities supporting children and young people would move into the space, we were able to forsee that many children and young people would visit. The space needed to feel welcoming and safe. All the colours in the building are deliberately chosen to be calming, with very few patterns, and we've had feedback from a wide range of people saying how it impacts their experience within the building.
Tazie We've discussed the purpose-driven nature of the building we're currently in. We're a very purpose-driven team at Artiq as well. What made the process of curating a collection for this space particularly interesting for us was that, for the first time, we collaborated with an external consultant who assessed the collection through a very different lens - one centred on neurodiversity and potential triggers. The outcomes were more far-reaching than I had anticipated. What was this experience like for you?
Lucy It was clear to us that the art needed to reflect community, environment, well-being, and inclusivity. One of the co-founders of x+why, Phil Nevin, said: “If we've gone to so much trouble to create the art with this in mind, we ought to sense-check it.” It was a great example of having aspirations and desires, but like with many things, we could only go so far on our own. We consulted specialists in neurodivergence and asked if there was anything triggering or overlooked despite our efforts to get it right. And sure enough, there was. Once they pointed them out, it was so obvious, but they're things that you cannot see without lived experience. Whether in property or art, many of us share similar backgrounds, so having a diverse perspective is incredibly valuable. No matter how hard you try, putting yourself in someone else's shoes is not always possible. My biggest takeaway from this project is that when designing for accessibility, consulting someone with lived experience is crucial. While many things can be adjusted, getting it right from day one is much more powerful.
Tazie Being part of the design process, we've observed the significant effort invested in every step of the process. One detail that caught our attention is the use of braille in all the signage.
Lucy This is a great place to pause to reflect. We could say, “Oh, isn't it great that we've written in braille”, but instead, let's ask: is it truly effective for those who rely on it? While it may look good to those who can see it, is it serving the purpose to those who need it? In hindsight, we now know that there are more efficient signage options available today that better accommodate visual impairment. Again - it's a continuous learning journey. We've set a high standard, but there's always room for improvement.
Tazie Reflecting on these learnings, what do you want to carry into future programming? Will art and sustainability remain central focuses, or is inclusivity stepping to the fore?
Lucy As a business, sustainability will always remain a core focus. However, there's a growing emphasis on social impact and prioritising wellbeing. This shift is increasingly evident in daily life and naturally extends to development. I am currently working on Grosvenor Square Gardens, and I'm trying to envision the end result. As a user, what will the experience be? If you are a child or elderly, what is the ease of movement in the garden? How will it look in different seasons? The answers to all these questions impact how we design it. Given that this garden is likely to exist for the next hundred years, it is a tremendous responsibility and privilege. We're asking ourselves how the garden can be suited for its intended use from day one, evolve while preserving its long and rich history, and how it can potentially serve as an educational space about wildlife, biodiversity, rainwater runoff – all these aspects. It's a huge opportunity. Something that Fivefields taught me is the power of partnerships – it requires time, investment, and foresight. Trust is essential, but when you can play to each other's strengths and collaborate as a team, remarkable things can happen. Now, for Grosvenor Square Gardens, we're engaging with many experts in their fields – gardeners, horticulturists, ecologists – to ensure we're fit for purpose.
Tazie The real estate industry has traditionally been heavily male dominated. You mentioned earlier how the gender pay gap in the industry initially discouraged you. While there's significant progress, do you think there has been enough change?
Lucy Earlier in my career, the gender split within the business I worked in was relatively equal, but there were very few female partners. At Grosvenor, there's an even ratio, and more women are stepping into senior roles. It's become quite rare for me to be the only woman in meetings; if it happens, I notice it; it's that unusual. The industry is fast-changing. Within our organisation, I've noticed that childcaring responsibilities are more balanced today compared to the past. There's also increased flexibility for those with childcare duties, potentially enabling more women to reach higher positions. There's still some way to go, but there are now many more women role models than before.
Tazie Sometimes, that's all it comes down to: when looking around, are you the only one? While on the topic of role models, what advice would you give to a young woman entering the industry today?
Lucy You've got to like what you do. You don't necessarily have to love it but having a genuine liking and passion for your work makes the biggest difference. I recently got some advice: you don't need to know everything yourself; you can lean on people who do. Be open with what you don't know and ask lots of questions. Surrounding yourself with great people from whom you can learn is so important. If you're part of a great team, you could be doing any job in the world and still find something enjoyable to learn from it. Moreover, we'll always need places to live, work, gather, and receive care; the built environment isn't going anywhere. So, if you're a young person in the industry, you have an opportunity in real estate to make a difference, to shape the world. Crafting spaces for people is a significant responsibility, but it's also incredibly exciting.
Tazie Taysom, Commercial Director at Artiq
