NORTH END ROAD – A Community-led Redesign

NORTH END ROAD A COMMUNITY-LED REDESIGN

N ORT H E N D ROAD A Co m mu nity-led Redes ign

A re a A s sessment & C at a l o g ue o f I nt er v ent io ns

F ir s t E dit io n f o r co nsult a t io n J une 2 0 1 9

First Edition for consultation June 2019 For further information and updates, please follow the project web page: www.lbhf.gov.uk/NorthEndRd CarverHaggard were appointed

by Hammersmith & Fulham Council in November 2018 to carry out this area assessment.

The engagement and survey work was carried out between December 2018 and February 2019. Quotations in the document are taken from interviews and questionnaire responses.

CarverHaggard is a research and design practice, and we work to support local communities and the local economy. We are part of the GLA Architecture Design and Urbanism Panel.

CarverHaggard owns the copyright of the original work produced in this project and we generally assert our moral rights to be identified as the author of this work. Š CarverHaggard 2019

INTRODUCTION

Foreword 9 Executive Summary 10

AREA ASSESSMENT

Context 15 Walking North End Road 26 Questionnaire 41 Stakeholders 55 Events 63

CATALOGUE OF INTERVENTIONS

Format 70 Projects 72

NEXT STEPS

Overview 103 Site Specific 105 Funding Scenarios 115

“I live with my family in Fulham and the stall holders know my children.

We chat, I feel safe and part of a community. I can let my children walk to school through the road and know someone has an eye on them.�

INTRODUCTION

AREA ASSESSMENT

CATALOGUE OF INTERVENTIONS

NEXT STEPS

8

Introduction

N O R T H E N D R O A D A Community-led Redesign

FOREWORD Shaping the future of North End Road together We’re investing in a community-led redesign of North End Road.

Since 2014, we’ve been working hard with businesses, traders and residents to make North End Road a more thriving and welcoming high street.

We believe in doing things with residents and businesses not to them.

So we asked local people, businesses and traders to share their ideas and suggestions on how to improve one of the borough's favourite markets, encourage more people to visit and spend money in North End Road, and make the street greener and more sustainable.

After listening to you, we’ve come up with the list of potential projects for consideration outlined in this booklet. We’ll be holding further local conversations to prioritise which of these ideas we should look into further.

We’ve already allocated an initial £1 million of new funding negotiated from property developers to implement some of these ideas and we’ve applied to TfL and others for the additional funding we’ll need to take forward the bigger ones.

This is all part of our industrial strategy, which aims to harness the power of local government to bring people together and achieve economic growth for everyone.

Cllr Andrew Jones H&F Cabinet Member for the Economy and the Arts

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CarverHaggard for Hammersmith & Fulham Council

And now, thanks to you, we’re ready to move to the next stage.

EXECUTIVE SUMMARY

Introduction

Background

Hammersmith & Fulham Council is committed to invest in a community-led redesign of North End Road, providing a long-term enhancement of the market and supporting the growth of existing and new businesses. The council has commissioned this Area Assessment, alongside a Transport Study, to support the process of redesigning North End Road.

Area Assessment

North End Road is one of London’s historic markets and a key local high street, but activity has declined in recent years. In addition to the broader challenges faced by all high streets due to the growth of online retail and changing customer demands, it suffers from an unattractive and unwelcoming environment dominated by heavy traffic.

The award-winning seasonal traffic-free market has brought thousands of new visitors to North End Road, and shows how different the street would feel if it was not dominated by vehicle traffic.

We have reviewed existing data and previous studies, carried out new research, and engaged with the community to understand what you like about North End Road at the moment, and what you think could be made better.

North End Road is much loved by local residents, and considered by many to be the authentic heart of the local community. It has three key strengths: • A popular street market selling affordable fruit and vegetables • A diverse range of international food shops and restaurants • An emerging hub of ethical businesses offering environmentallyaware, vegan or plastic-free products.

The key areas identified for improvement are: • Dealing with traffic congestion, loading and pollution • Making the street more enjoyable for pedestrians • Improving the range and appearance of shops, cafes and restaurants • Supporting and improving the market • Making the street cleaner, safer, and more attractive • Greening the street by planting more trees.

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N O R T H E N D R O A D A Community-led Redesign

Catalogue of Interventions for consideration

There is an opportunity to improve North End Road and re-establish it as a new focus of community cohesion, bringing its eclectic mix of residents together around a 21st Century high street and market.

These projects are all speculative, and do not yet have permission or funding. They are ideas for consideration coming out of what local people have told us.

• Some of the projects are small and can be carried out independently of other projects.

• Other projects are larger, need more investment and planning, and are linked to wider initiatives. These will take longer to deliver, and may only be possible if the council is successful in winning additional funding.

Next steps

This document will help Hammersmith & Fulham Council to consult further with local people and stakeholders and propose the next steps to take; which might include further design work, studies, events as well as temporary and permanent changes to North End Road.

It will inform the future design of public space and highway improvements and bids for additional funding, which may include applications to the TfL Liveable Neighbourhoods Fund, the Mayor’s Good Growth Fund, and the Future High Streets Fund.

Stay in touch with the project

Please follow the project web page, where we will share our progress with you at each stage. Please email us if you would like to give your views on this document, or to be added to the mailing list to find out about future events and activities.

Web www.lbhf.gov.uk/NorthEndRd Email NorthEndRoad@lbhf.gov.uk 11

CarverHaggard for Hammersmith & Fulham Council

The Catalogue of Interventions is a list of projects for possible future improvements, based on what we have learnt from the shoppers, traders, and residents of North End Road. The ideas are intended to harness the existing strengths of North End Road to deal with the challenges that it faces.

“I like the ordinariness of it - so many cultures rubbing along, the every day stuff you can get without having to trek, alongside some great things in some of the market and clothes shops. I like being able to get things at all times of day from early to very late, I like meeting friends by chance...All of these things add up to its very vibrant usefulness.�

INTRODUCTION

AREA ASSESSMENT

CATALOGUE OF INTERVENTIONS

NEXT STEPS

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

CONTEXT North End Road is a long, linear high street that runs through a "ladder" of established residential streets. The buildings along the road were mostly built in the late 19th and early 20th centuries, and most are 2 to 3 storeys tall, with commercial uses on the ground floor and residential uses above.

This study covers the portion of North End Road which includes the market pitches, and runs from Thaxton Road, just north of the Lillie Road roundabout, to Dawes Road and Jerdan Place, where St John’s Church functions as a landmark just north of the junction with Fulham Road.

The area is changing and is under considerable development pressure. It sits between several regeneration areas and currently is in danger of being left behind as other areas are improved, but has the potential to play a cohesive role in the wider area.

The closest underground stations are Fulham Broadway, West Brompton and West Kensington. Buses using North End Road are the 28, which runs between Wandsworth and Kensal Rise, and the 391, which runs between Richmond and Sands End. North End Road is at the heart of the Fulham Broadway Ward within the London Borough of Hammersmith & Fulham. It forms part of the Fulham Regeneration Area and the Fulham Broadway Business Improvement District (BID).

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CarverHaggard for Hammersmith & Fulham Council

The high street acts both as a shopping centre for its local catchment and as the A3218 road, which is a route for through traffic including private cars and HGVs.

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

NORTH END ROAD MARKET The market is key to the historical, social and economic significance of North End Road, selling fresh fruit and vegetables and other groceries at affordable prices. This market has been serving the local community six days a week since the 1880s, and once ran from Olympia to Fulham Broadway.

North End Road has been hosting seasonal markets since 2014.

During these, the high street is closed and it becomes a focus for community activity, with a wide range of market stalls and street entertainment. Each market attracts around 18,000 visitors. In 2019, this market received national recognition by winning the Great British National Markets Seasonal Markets Award.

The Rose Vouchers project, which provides vouchers to help families on low incomes to buy fresh fruit and vegetables, was launched in the market in 2017. The vouchers are given out at three local children’s centres, and accepted by the market traders. This has encouraged families using the vouchers to change their shopping habits away from supermarkets to using the street market. The traders have welcomed these new customers, finding that they often top up the vouchers with their own money.

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CarverHaggard for Hammersmith & Fulham Council

The history and authenticity of the market is a source of local pride, but in recent years market activity has reduced. The remaining fruit and vegetable stalls are large and popular, with long queues at peak times, but just over half of the 54 pitches between Dawes Road and Lillie Road are in use on the busiest shopping days.

Age 0-4

5%

5 - 15

8%

16 - 24

15%

25 - 44

45% 45 - 64

17% 65 - 84

9% 1%

85 +

Area Assessment

Ethnicity

Religion

45%

White British White Other

26%

56%

Christian No Religion

23%

10%

Black or Black British

8%

9%

Asian or Asian British

4%

Other

9%

Not stated

5%

Mixed

5%

Other

Household Income

Country of Birth

2% 6% 9% 4%

17%

EU countries

16%

Rest of Europe

Over £75k pa £25-75k pa

52%

Africa

Under £25k pa

31%

Middle East + Asia North America + Caribbean

2%

South America

5%

Australasia

56%

UK

Housing Tenure 36%

Muslim

Dwelling Type Social Rented

Purpose-built flat

46%

34%

Private Rented

26%

30%

Owner Occupier

21%

Terraced House

4%

Detached or Semi-detached House

3%

Flat (Commercial Building)

Source: Fulham Broadway Ward Profile 2018, ONS Census 2011

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Converted Flat

N O R T H E N D R O A D A Community-led Redesign

WARD PROFILE North End Road is at the heart of the Fulham Broadway Ward, which has an estimated 11,744 residents. There is a high degree of socio-economic polarisation, with affluent areas adjacent to some of England’s most deprived estates.

The overall population of the ward is middle-aged and young, single, healthy and skilled. A high proportion of the population work in wellpaid professional jobs, in the scientific and technical sector, or the financial and insurance sector.

Housing tenure in the ward is split almost equally between social rented (36%), private rented (34%), and owner-occupier (30%).

ACORN profile data confirms this polarisation, with postcodes split between “Rising Prosperity” (Townhouse cosmopolitans, Younger professionals in smaller flats, and Metropolitan professionals) and “Urban Adversity” (Multi-ethnic, purpose-built estates). 60% of households do not have the use of a car or a van.

There is an eclectic mix of nationalities. Nearly half (44%) the residents are “foreign born” and one in six (16%) households contain no-one for whom English is the main language. Christians are the largest religious group in the ward with 56% of residents. The Muslim population is 8%, while 23% of residents have no religion.

Childhood obesity (11.4%) is higher than across London; female and male life expectancy are both below the London average; a quarter (24%) of school children are eligible for free school meals; and a third (31%) of households live on less than £25,000 per year.

The ward has a workplace population of 4,200 16-74-year olds, compared with a resident adult population of 9,000. It is a largely residential area where commercial activity supports the local population.

These statistics refer to the Fulham Broadway Ward, which contains most of the study area, and figures are taken from the 2018 Ward Profile and ONS 2011 Census Data. The area of North End Road covered by this study also includes part of the North End Ward, and there is evidence that many visitors to North End Road market and shops are drawn from a significantly wider catchment area.

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CarverHaggard for Hammersmith & Fulham Council

While the ward is generally affluent there exist a number of deprived areas, particularly Clem Attlee estate, Vanston Place and the Peabody estate, all of which are neighbouring North End Road. These areas are characterised by low skills, high unemployment and worklessness, low incomes and low-skilled occupations.

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

PROCESS This assessment has been informed by a combination of qualitative and quantitative research and engagement, to build up an understanding of the challenges and opportunities facing North End Road.

Engagement

Two local residents were specially recruited to support this work as paid work experience. They assisted both with outreach and photographic surveys, and provided additional local insights.

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CarverHaggard for Hammersmith & Fulham Council

The engagement programme was based around talking to shoppers, residents, shopkeepers, market traders, community representatives and local community groups in formal and informal ways. Our activities included: • A stall at the Seasonal Traffic-Free Market in December 2018.

• One-to-one conversations with residents, traders, and businesses.

• Meetings with market traders and interviews with traders at their stalls.

• Drop-in visits to all shops along North End Road, an open dropin at the Crepe Factory, and interviews with shopkeepers in their shops.

• Attendance at community events at Clem Attlee Residents’ Hall, Gibbs Green Tenants Hall, Bishop Creighton House, and Michael Stewart House.

• Meetings of North End Road Action Group.

• Badge-making workshop with children.

• An online questionnaire promoted to all local residents and businesses.

• A version of the questionnaire carried out as a survey on North End Road and with local community groups to target residents who would not access the online questionnaire.

• An exhibition of the draft findings and catalogue in North End Road in February 2019 for further community feedback.

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Area Assessment

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TRANSPORT

A Transport Study has been carried out by Hammersmith & Fulham Council to look at the layout of North End Road. The study includes traffic flow, collision records, bus and cycle routes, access restrictions, and parking and loading controls.

At peak times there are between 576 and 796 traffic movements per hour along North End Road, with large vehicles accounting for between 4-6% of these. This means that air and noise pollution levels are high, with NOx concentration greater than the 40 μg/m3 set out in the Air Quality Strategy objectives and noise pollution greater than 70 DB. Consultation that has already been undertaken to inform the North End Road Transport Study has highlighted the following challenges: • safety issues for market stallholders, pedestrians and cyclists • traffic congestion • lack of seating, meeting spaces, and areas to play • poor air quality • narrow footways between market stalls and shopfronts • lack of tree planting and greenery.

A further stage of the transport study will explore possible options for reducing traffic on North End Road. This will include a process of consultation.

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CarverHaggard for Hammersmith & Fulham Council

North End Road is a conduit for through traffic and, although retailers often cite the lack of opportunities for motorists to stop and shop, it is likely that over the longer term, the lack of social gathering spaces for pedestrians and cyclists will become more of a challenge.

WEST BROMPTON

NO RT H EN D RO AD FULHAM BROADWAY

N O R T H E N D R O A D A Community-led Redesign

HIGH STREET MIX

There are 128 commercial retail premises along North End Road, including some large chain stores such as Iceland, Argos, Sports Direct, alongside a significant proportion of independents. There are several “mall” or arcade premises which have been subdivided into small indoor units.

The council owns 10 properties in and around North End Road, including 7 on Clem Attlee Parade.

The market has 54 pitches. A number of the fruit and vegetable stalls span across two or more pitches. Around 40% of the pitches are vacant at peak times, and early in the week or on days with poor weather this figure is substantially higher.

Retail Premises 23% Food and Drink

Restaurants, Takeaway, Bar/Pub, Cafe 23% General Retail

Clothing, Hardware, Technology, Furniture, Bicycles, Discount/Charity, Stationery, Other 12% Food Retail

Supermarket, Groceries, Butcher, Fishmonger, Off Licence 13% Health & Beauty

Health, Beauty, Cosmetics, Opticians, Tattoo 5% Financial

Bank, Loans, Pawnbroker, Rent-to-own 5% Gambling

Bookmaker, Casino 11% Services and other non-retail

Professional, Nursery, Church, Community, Hotel, Gym, Gallery 8% Vacant

Walking North End Road

The desktop and field research, including mapping and photography, was carried out in December 2018 and January 2019. Observations were recorded in a map which was used for the engagement events.

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CarverHaggard for Hammersmith & Fulham Council

Vacancy rates have fluctuated between 7%-9% since 2010. There is a relatively high rate of business turnover, with higher annual “churn” than is typical across the borough or across London. There is little commercial office space.

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WALKING NORTH END ROAD - MAP 1 Chesson Road to Lillie Road • •

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This section includes: Cluster of vegan restaurants and shops Crepe Factory - rated 5.0 on Tripadvisor • Arthill Gallery

CarverHaggard for Hammersmith & Fulham Council

“This side of the street is flourishing with 4 vegan businesses and more are opening up. I read somewhere North End Road has the most vegan places in one street!”

“Well, obviously, too much traffic, but not sure what you do about this.”

“I would be sad to see North End Road turned into a West London Borough Market, as the prices charged at that kind of market exclude too many of our community. ”

“It’s a busy road and there’s not the opportunity to stop and spend some money. It’s a road people use to get from A to B rather than stopping.”

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SUPERWA R E BE LL A COSME TI C S

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FULHAM BUSINE SS CE NTR E

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LI LL I E ROAD

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WALKING NORTH END ROAD - MAP 2 Lillie Road to Sedlescombe Road This section includes: No current permanent traders Emerging street food cluster with a focus on healthy food • The Goose Pub - busy on match days • Clem Attlee Parade •

•

CarverHaggard for Hammersmith & Fulham Council

“Genuine independent traders from the local community.”

“I understand that it’s a challenge to keep a high street alive, and I love the market for the way it helps keep North End Road alive.”

“I reckon this has got potential to become a street food market. We’ve got three food trucks on this little strip here.

If we had a couple more, that would be great.”

“Ghion Cafe does good food as well as traditional Ethiopian coffee and injera. Also Masala Express is the place to go if you want a curry.”

“It’s vibrant and you can find everything you need there! People are lovely !

It’s a great community of multicultural joy!”

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SEDL ESCO MBE ROAD

CO - OP + POS T OFFI CE BR ITISH R E D CROSS + THE GY M

NHS DE NTIS T 42

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FULHAM QUALIT Y FISH CH I CK E N COT TAGE 39

UR SUPE RMA R K E T

FULH AM HOUSING OFFI CE

DI CK E NSON'S JAFFA FOOD H OUSE

C A SH CONVERTERS

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“I use the market stalls for fruit and vegetables and also Dickenson’s Butchers and the NHS Dentist - who are fantastic!”

CarverHaggard for Hammersmith & Fulham Council

WALKING NORTH END ROAD - MAP 3 Sedlescombe Road to Anselm Road This section includes: Popular Fruit and Veg stalls and Jaffa Bake House • Former Crowther Market building on Coomer Place • Dickenson’s butcher, GDC Paints and NHS Dentist •

“I visit North End Road at least once a week. GDC Paints, A&A Good Store are brilliant shops that we go to pick up household and DIY items for our house.”

“I don’t live as close by anymore, but I still travel there specifically to go to the international grocery shops and stalls.”

“There’s an interesting grand building at 282 North End Road, it has a large front garden space which would be perfect for a public amenity.”

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JOE & CO

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“Busy, vibrant, trafficclogged”

CarverHaggard for Hammersmith & Fulham Council

“A classic London street market, with a history rich enough to compete with Borough... with a modern twist of multiculturalism.”

WALKING NORTH END ROAD - MAP 4 Anselm Road to Armadale Road This section includes: Popular Fruit and Veg stalls • Iceland, with high turnover and regular HGV deliveries McDonald’s and KFC, which attract crowds in the evenings •

•

“Great stallholders, knowledgeable people interested in food. Love the noise and vibrancy – far more interesting than boring supermarkets.”

“People often eat their McDonalds food in their cars on Tournay Road while letting the engine run.”

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“Brilliant in many ways - the market particularly serves the needs of the residents with its offerings and pricing.”

“As “bulk” shopping moves online, the offering on North End Road is as enticing as ever. From fresh olives to farm eggs and avocados, all at good prices. ”

CarverHaggard for Hammersmith & Fulham Council

“I can see that it’s not that appealing to the people that go to Waitrose – they don’t ever go down that way. But it serves an extremely important purpose.”

“I buy my fruit from the stalls, my meat from the wonderful Halal shops and I browse the other shops, especially the charity shops.”

WALKING NORTH END ROAD - MAP 5 Armadale Road to Walham Grove •

This section includes: Popular Fruit and Veg stalls, Thai food stall, cheese stall, • Flower and card stalls • Sports Direct, Ryman, Argos, and Savers • Halal butchers, Tariq Meats • Cafe Ole

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“The fruit and veg market is charming with most personable stall owners.

However, the street itself is currently a mess and brings the neighbourhood down.“

CarverHaggard for Hammersmith & Fulham Council

“I think St John’s Church is a lovely feature at the beginning of North End Road.

Pedestrianising the area, including Jerdan Place, with more trees would be a creative way to bring it upmarket and welcome people to the market area.”

“It means a lot to me, everyone knows each other. It’s scruffy from the outside, but it works well.”

“I love the flea market at St John’s Church, you can buy jewellery, bags, clothes, vintage, glass, bric-a-brac you cannot get at the market itself.”

“I like that you start in ‘France’ or ‘Thailand’ and you end up in Somalia!!

Different cultures and clientele.”

WALKING NORTH END ROAD - MAP 6 Walham Grove to St John’s Church This section includes: Dance Attic in the former Fulham Baths • A cluster of high quality listed buildings • “Foubert’s” vacant former WC block • The largest areas of public realm and trees St John's Church, Vanston Place, and Jerdan Place •

•

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Area Assessment

DAY

By day, the roadside bays are used as market pitches. Parking or loading are not allowed, but sometimes take place.

NIGHT

By night and in the early morning, the roadside bays are available for loading and deliveries and parking, with some restrictions.

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N O R T H E N D R O A D A Community-led Redesign

WALKING NORTH END ROAD Day and Night

•

N

Some shops open into the evening, but many close by 6pm • There is a perception that the road does not feel safe • Fast food, drinking and gambling venues remain open • Parking restrictions remain in force until 8pm

“In Belgium I have seen food markets that carry on into evening, and there are stalls that serve wine by the glass, very popular with the afterwork crowd.”

“Night time deliveries to shops are very loud.”

CarverHaggard for Hammersmith & Fulham Council

“It is not really a place we go in the evenings and doesn’t feel that nice in the evening - so a better evening environment and restaurants might encourage us to eat out there.”

“In the evening it is depressing - what about a night market?”

“A lot of the shops have shutters at night. This gives a unnecessarily scary feel.

Groups of teenagers outside McDonalds are intimidating.”

"Rightly or wrongly, I don’t quite feel as safe walking there at night as in other parts of Fulham.“

“You don’t really want to walk past the casinos late in the evening.“

“There is not a bad mix of shops now, ensuring that late night opening is available.”

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S

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

QUESTIONNAIRE

Following the initial interviews and meetings, a questionnaire was designed to understand the community’s thoughts about North End Road and to seek ideas for improvements. The questionnaire was hosted online and publicised through social media, email newsletters, drop-ins and letters to businesses, and a letter delivered to all residents of the Fulham Broadway ward.

Over 650 people responded to the questionnaire, which ran from December 2018 until 22nd February 2019.

Questions 1.

How would you describe North End Road?

2.

How often do you visit North End Road, and what do you use it for? For example, which shops or stalls do you visit?

3.

What do you like most about North End Road? Please tell us what you like and why.

4.

Is there any aspect of North End Road that could be improved?

Please tell us what you don’t like, and why you don’t like it.

5.

Do you have any specific ideas for improvements to North End Road? If so, please describe them in as much detail as possible.

6.

What would make you want to visit or use North End Road more often? This might include activities, events, or facilities as well as physical changes.

7.

Do you have any other comments?

Findings

The questions were open, without multiple-choice answers, in order to build up a qualitative picture of North End Road; a place which is much loved but which faces significant challenges.

The responses were analysed to identify key themes, which are illustrated on the following pages. The percentages refer to the proportion of the 652 respondents who mentioned each theme in their answer. Each person may have covered more than one theme in a single response.

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CarverHaggard for Hammersmith & Fulham Council

Around 500 of these were online responses, with approximately 150 of the responses received through face-to-face surveys carried out on the street and at nearby community events.

Question 1: How would you describe North End Road?

Area Assessment

Run-down and messy: 40%

Busy and vibrant: 34%

The Market: 23%

Traffic, congestion, and parking: 15%

Diverse: 10%

A friendly community: 10%

Lack of retail choice: 9%

Good value: 8%

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N O R T H E N D R O A D A Community-led Redesign

Run-down and messy: 40% “My overall impression is of a dirty street with poor quality shops and market traders who are not particularly interested in providing good quality produce.”

“A slightly old fashioned London high street, in need of a bit of a revamp.”

“Tacky, eclectic, down at the heels, interesting but unremarkable.”

“Vibrant, diverse, eclectic, but a bit grubby too.”

Busy and vibrant: 34%

“Bustling, busy, smelly, dirty, overcrowded and useful.”

“Busy, congested, dirty and a bit smelly, but lively.”

The Market: 23%

“Brilliant in many ways - the market particularly serves the needs of the more deprived borough residents with its offerings and pricing.”

Traffic, congestion, and parking: 15%

“A once thriving local market but blighted by traffic and parking restrictions.”

Diverse: 10%

“Fascinating, with a lovely and diverse cultural background, and a great market.”

A friendly community: 10%

“Lively market, it is the heart of the community in Fulham. Popular and scruffy.”

Lack of retail choice: 9%

“Shops are closed and the ones that are open seem predatory (betting shops, etc).”

Good value: 8%

“Great for character, and very affordable produce.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

“The lower end of North End Road is incredibly diverse and busy, bustling with activity from the market stalls selling fresh fruits, vegetables and meat.”

Question 2: How often do you visit North End Road, and what do you use it for?

For example, which shops or stalls do you visit?

Area Assessment

The Market: 54%

Chain shops: 34%

Specialist shops: 19%

Services: 16%

Butchers or fishmongers: 14%

Hardware and household shops: 9% 15%

Every day

18%

Most days

32% 8% 5% 4%

Weekly Monthly Less than monthly Very rarely

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N O R T H E N D R O A D A Community-led Redesign

The Market: 54%

“I use mostly Peter’s stall to buy my potatoes etc, go to Michelle’s stall to buy my salads, the stall that is where Barber’s was, there I buy my fruit, and the egg stall. I moved to the area in 1956 and my first shop was in North End Road Market.”

“Weekly on Saturday morning; to the fruit and vegetable stalls, the Greek stall for olive oils, the Falafel stand, fishmonger and egg stall.”

“Most days - I use the market stalls for fruit and vegetables.”

“I will go to supermarkets like Waitrose, Co-op, or Iceland occasionally. Sometimes visit Poundland.”

“The Co-op and Iceland provide good options for grocery shopping, although if I have time I prefer to walk down to Waitrose.”

“I use Argos monthly, mainly to buy children’s toys and things.”

Specialist shops: 19%

“I’ve developed my favourite stalls and my favourite shops. The Middle Eastern shops are treasure troves.”

“The butcher as he stocks goat (hard to find elsewhere).”

Services: 16%

“I visit the NHS Dentist which is fab.”

“Lloyds Bank, which is well run and pleasant.”

Butchers or fishmongers: 14%

“Dickensons butcher, which is one of the best in London, and the fish stall always has very fresh well priced produce.”

Hardware and household shops: 9%

“GDC Paints and A&A Good Store are brilliant shops for household and DIY items.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

Chain shops: 34%

Question 3 What do you like most about North End Road? Please tell us what you like and why.

Area Assessment

The Market: 40%

Community: 17%

Good value: 16%

Vibrant: 15%

Variety: 15%

Useful: 13%

Authentic: 9%

Specialist shops: 9%

Diversity: 9%

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N O R T H E N D R O A D A Community-led Redesign

The Market: 40%

“Its a nice place to shop compared to the supermarkets...I like the fresh air.”

“The market is an integral part of the road.”

“If the Market dies, what else have we got in this part of Fulham?”

“It’s the last of the London markets, it hasn’t been taken over by trendy vendors.”

“I like that the fruit and veg sold here reflects the diverse community.”

Community: 17%

Good value: 16%

“The market & cheap shops. All the cheap shops are disappearing in other places because of gentrification and I can’t afford to shop anywhere else.”

Vibrant: 15%

“I like the character and cosmopolitan atmosphere.”

Variety: 15%

“I can get almost any kind of vegetable, from almost every culture and fruit too.”

Useful: 13%

“You can shop and find almost everything you need on North End Road.”

Authentic: 9%

“Its ordinary and real, it’s down-to earth.”

Specialist shops: 9%

“The Middle Eastern groceries have good produce, plus spices and condiments that cannot be found elsewhere.“

Diversity: 9%

“I like the multi-culturalism the most. It feels like a part of real London in Fulham.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

“The community feel. I like knowing the people I’m talking to, I like being recognised and being able to buy good quality produce from a friend.”

Question 4 Is there any aspect of North End Road that could be improved?

Please tell us what you don’t like, and why you don’t like it.

Traffic and congestion: 26%

Area Assessment

Crowded pavements: 22%

The shops: 21%

Tidiness and appearance: 20%

The Market: 14%

A positive mix of shops: 13%

The appearance of shops: 8%

Variety: 8%

Litter: 7%

Safety: 7%

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N O R T H E N D R O A D A Community-led Redesign

Traffic and congestion: 26%

“Get rid of the overwhelming levels of toxic motor traffic, it’s pumping poison into the lungs of our children, as well as bringing high levels of road danger, noise, visual intrusion and community severance right into the heart of the local community.”

Crowded pavements: 22%

“The pavements can get quite crowded as people wait in line. It makes it tough for pedestrians to walk through.”

“Make it pedestrianised every weekend! Or even better, constantly.”

“It has declined significantly from the fantastic shops and eateries I grew up with.”

“I think some of the shops could be improved.”

Tidiness and appearance: 20%

“Improve the general image of the street.” “ There needs to be some consistency and some sort of order.”

The Market: 14%

“I would love to see more artisan style stalls. However, I absolutely do not want to affect the existing stall businesses or their customers.”

A positive mix of shops: 13%

“I really think there are way too many betting and gambling shops, as well as pawn shops. These shops don’t add to the environment or community.”

The appearance of shops: 8%

“The shopfronts need a bit of TLC.”

Variety: 8%

“I’d be happy if there were more stalls, they used to sell everything.”

Litter: 7%

“It looks a bit scruffy, too much rubbish lying around.”

Safety: 7%

“The area feels unsafe in the evenings.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

The shops: 21%

Question 5 Do you have any specific ideas for improvements to North End Road?

If so, please describe them in as much detail as possible.

Manage traffic: 19%

Area Assessment

Widen pavements: 14%

More anchor shops: 14%

Pedestranise: 10%

TLC: 10%

Increase the variety of shops: 9%

Improve shopfronts and signage: 8%

More cafes and restaurants: 7% More trees and planting: 7%

Support independent businesses: 6% More market stalls: 6%

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N O R T H E N D R O A D A Community-led Redesign

Manage traffic: 19%

“Large delivery vehicles should not be allowed to park in rush hour. It makes it a one-way road.”

“Anything to reduce traffic, traffic calming measures at the very top where it is apparently 20 mph, but looks like a motorway.”

Widen pavements: 14%

“Widen the pavements near the market stall so pedestrians can walk past the queuing shoppers.”

“Encouragement of shops to move into North End Road - quality high street names.”

“Maybe another major retailer in clothing.”

Pedestranise: 10%

“If there were no cars or buses, it would become a genuine community area and the atmosphere would change completely for the better.“

TLC: 10%

“Keep the authentic feel it has already, whilst maybe tidying it up a bit, investing in the look of the street/pavements/surroundings.”

Increase the variety of shops: 9%

“I’d like to see a wider range of shops. North End Road is made up of supermarkets, pawnbrokers, charity shops and pharmacies.”

Improve shopfronts and signage: 8%

“Work with existing shop owners to improve their frontages and reduce the amount of their goods that spill out on to the pavements.“

More cafes and restaurants: 7%

“It would be good to encourage more cafes like the Jaffa Bake House or Cafe Ole.”

More trees and planting: 7%

“Beautify by planting trees, and putting in benches.”

Support independent businesses: 6%

“We need to attract more retailers to the area with diversity.”

More market stalls: 6%

“Please lure back the market traders! Please don’t let the place go too upmarket as that would spoil it.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

More anchor shops: 14%

Question 6 What would make you want to visit or use North End Road more often?

This might include activities, events, or facilities as well as physical changes.

Greater variety of shops: 18%

Area Assessment

More traffic-free days: 15%

Visual improvements: 14%

Cafes and restaurants: 12%

Performances and creative events: 8%

Less traffic: 8%

Wider pavements: 8%

Specialist food markets: 7% More market traders: 7%

More independent shops: 7%

More trees and planting: 6% Places to sit: 4%

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N O R T H E N D R O A D A Community-led Redesign

Greater variety of shops: 18%

“More attractive shops, delicatessen, bakery, butchers, coffee shops.”

“The main thing would be to have better shops and make it cleaner and greener.”

“Nicer clothes shops like Parsons Green or Fulham Road.”

More traffic-free days: 15%

“I love the seasonal market. I wish they would do that more in the summer.”

“More days when the street is closed to traffic and given over to specialist events.”

“I would be very cheered up if it had a face lift - it does look sadly shabby in parts.”

More cafes and restaurants: 12%

“More coffee shops, village type bakery (not just Greggs), reduce the number of charity/cheap goods shops.”

Performances and creative events: 8%

“Maybe there could be some live bands/music on the weekends.”

Less traffic: 8%

“Less traffic will make the road more pedestrian friendly.”

Wider pavements: 8%

“Wider sidewalks, less cars, more market stalls, more green space.”

Specialist food markets: 7%

“Farm shop-type stalls - particularly bread, ‘street food’ and coffee stalls.”

More market traders: 7%

“If the market area was extended to include other kinds of stalls.”

More independent shops: 7% “More independent retailers?”

More trees and planting: 6%

“Flowers planted along the entirety of North End Road, or trees and benches.”

Places to sit: 4%

“Facilities such as benches are good.”

Percentages refer to the proportion of the 652 respondents who mentioned this theme in their answer. One person may cover several themes in a single answer.

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CarverHaggard for Hammersmith & Fulham Council

Visual improvements: 14%

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

STAKEHOLDERS

There is an opportunity to improve North End Road by re-establishing it as a focus of community cohesion. The challenge for the redesign is to bring together the different stakeholder groups around a 21st Century high street and market.

Residents

Local residents of Fulham Broadway ward, with affluent residential areas adjacent to some of England’s most deprived estates.

Market Traders

Permanent stallholders, casual stallholders (including traders from the seasonal markets) and new stallholders.

Retailers

Shopkeepers and small business owners, as well as workers and staff of independent shops and chains.

Visitors

Regular and occasional shoppers, visitors to seasonal markets, football fans visiting Chelsea games in large numbers, and evening visitors to take away restaurants.

Traffic

Local and through traffic including users of public transport and bicycles.

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CarverHaggard for Hammersmith & Fulham Council

These stakeholder profiles are based on a combination of Ward data, observations, interviews, and responses to the questionnaire. Key groups are as follows:

STAKEHOLDER PRIORITIES “The pavements are blocked and narrow, making it very hard for the elderly, the disabled and people with children.”

Area Assessment

“I would love to visit more, but work 9-6 Monday to Friday.”

“Filthy, crowded and neglected.”

“You can shop and find almost everything you need on North End Road.”

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“The vegetables are good but it is far to travel with heavy groceries. A coffee shop with a play area would be nice.”

“The footfall is quite bad in here, because most people just come here for the fruit and veg stalls.”

N O R T H E N D R O A D A Community-led Redesign

“People come up and say they want to open up a stall, is there anywhere I can store anything?”

“I think we should have a community shop…you could achieve so much.”

“I buy my fruit from the stalls, my meat from the wonderful Halal shops and I browse the other shops, especially the charity shops.”

“I usually cycle everywhere, but I had to give up cycling down North End Road because of the traffic.”

“It is very tight, sometimes you can barely find space to walk.”

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CarverHaggard for Hammersmith & Fulham Council

“At the moment we’re in the gutter one half, and the other half is up.”

“I appreciate the market...it is more ecological as fruits and vegetables are not packaged with lots of plastic.”

“I would love to visit more but work 9-6 Monday to Friday.”

Area Assessment

“Filthy, crowded and neglected.”

“You can shop and find almost everything you need on North End Road.”

“The pavements are blocked and narrow, making it very hard for the elderly, the disabled and people with children.”

“I usually cycle everywhere, but I had to give up cycling down North End Road because of the traffic.”

“I appreciate the market as fruits and vegetables are not packaged with plastic.”

Residents

Local residents of the Fulham Broadway ward come from three key groups.

Lower income residents: Around a third of local residents live in social rented accommodation, and around a third of local households live on under £25,000 per annum. These residents tend to be positive about the value and services provided by North End Road and the market.

Younger professionals in privately rented accommodation are positive about the market and some of the specialist shops. They may find it difficult to use the market often as they are working when it is in operation, and may not carry cash.

Older and more affluent homeowners may feel that North End Road provides low quality goods and offers little to them at present. Some are positive about the market and others do not see it as beneficial on balance. They are likely to own a car and are concerned about parking and traffic.

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N O R T H E N D R O A D A Community-led Redesign

“People come up and say they want to open up a stall, is there anywhere I can store anything?”

“The family has been here 5 generations, I’ve been here 35 years, my father still helps on weekends.”

Market traders Permanent traders typically have strong historic ties to the area. The stalls are typically family businesses, passed on between generations, with a strong sense of responsibility for the heritage of the market and the traditions of market trading. Hours are long, with a daily cycle which begins with a visit to the wholesale market in the early hours, followed by setting up the stall at dawn, trading all day in a range of weather conditions, and packing away the stall and any remaining goods at the end of the day. Trade is exclusively in cash.

Key concerns include day-to-day costs and the effect of regulation changes which may have a large effect on overheads. Traders are proud of their heritage and conscious of upholding a tradition. Some traders are sceptical about the value of change, and the qualities of independence, self-reliance, and competitiveness make it difficult to achieve consensus within this group.

Newer traders are younger and from diverse backgrounds. Many are positive about the potential for the area, and the number of street food traders has grown in recent months.

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CarverHaggard for Hammersmith & Fulham Council

“I go to the wholesale market at 1am.

We get here about half 5.”

“We're within our boundary but the buses... only a wing mirror could take out a whole stall.”

“At the moment we’re in the gutter one half, and the other half is up.”

“The footfall is quite bad in here, because most people just come here for the fruit and veg stalls.”

Area Assessment

“The place needs a new branding.”

“I think we should have a community shop…you could achieve so much.”

“It’s a busy road and there’s not the opportunity to stop and spend some money. It’s a road people use to get from A to B.”

Retailers Retailers are split between small local enterprises and larger chain stores.

Small businesses face many challenges in common with retailers everywhere, as the nature of high street retail is changing. Key concerns include day-to-day costs, business rates, and competition.

There is a desire for more readily available parking for customers and the limitations on loading are challenging for deliveries and sales.

Employees of chain stores may travel further for work, and feel less of a personal connection to North End Road than those who run businesses here.

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“The vegetables are good but it is far to travel with heavy groceries. A coffee shop with a play area would be nice.”

Visitors There are several groups of regular visitors to North End Road: Regular shoppers at the market. There are people who travel several miles to shop regularly at North End Road Market, including one visitor over 80 years old who cycles daily from Clapham. The Rose vouchers scheme has also brought new shoppers to the market.

Football fans visiting Chelsea games and evening visitors to takeaway restaurants provide customers to some establishments but bring the risk of anti-social behaviour.

Visitors to seasonal markets have a different profile from regular shoppers, and may not find that the everyday shopping offer meets their needs at present.

North End Road is a busy thoroughfare serving private cars, HGVs, and public transport. The local effects of this traffic are mostly negative in terms of pollution and noise. 60% of local households do not have the use of a car or a van.

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CarverHaggard for Hammersmith & Fulham Council

“I buy my fruit from the stalls, my meat from the wonderful Halal shops and I browse the other shops, especially the charity shops.”

“It is very tight, sometimes you can barely find space to walk.”

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

We hosted two drop-in events in St John’s Chuch on North End Road on the 8th and 9th of February 2019. All local residents, businesses and traders were invited to view the initial list of possible options for the road, which was put together after talking with shopkeepers, market traders, community representatives and local community groups. Visitors to the drop-in events were invited to make suggestions for project ideas, and to help identify community priorities for North End Road.

The initial feedback was printed out for visitors to look at, and illustrated on the large map. Photographs of the things respondents so far had liked and disliked about North End Road were printed alongside “project cards” showing some of the possible ideas for improvements.

Visitors were invited to look at these ideas and add their own by annotating the cards and the map.

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CarverHaggard for Hammersmith & Fulham Council

DROP-IN EVENTS

NNORT HHEND RO AD ORT END RO AD A N C om m u nH ity -lEND ed Redesi gn ORT RO A N Com m u ni ty -lEND ed Redesi gn ORTH ROAD AD A C om m uni ty -l ed Redesi gn

NNORTH ORT H EEND N D RROAD OA D A NORTH C o m m u n i t y-END l e d R e dROAD esign A NORTH Co m m unity -END led R edesign ROAD A Co m m unity - led R edesign

How would you describe How would you describe How would describe North End you Road?

How would describe North End you Road?

North End Road?

North End Road?

How would you describe How would you describe How would describe North End you Road?

How would describe North End you Road?

North End Road?

North End Road?

Area Assessment

A C om muni ty -l ed Redesi gn

A Co m m unity - led R edesign

“a classic London street market, with “Brilliant in many ways - the market “A historically significant street with with a a history enough to compete “It’s rich a busy road the and there’sofnot particularly serves needs thethe vibrant market.”

Borough... withfamous a stop modern twist ofsome opportunity andand spend residents with itsto offerings pricing.” multiculturalism.” money.

It’s a road people use to get

“Great stallholders, knowledgeable “Brilliant in many ways - the market “A historically significant street with people interested in food. thenot noisea “It’s a busy road andLove there’s particularly serves the needs of thethe vibrant market.” than and vibrancy – far famous more opportunity stopinteresting andand spend some residents with itsto offerings pricing.” boring money.

It’s supermarkets. a road people use to get

response from Questionnaire AQuestionnaire to B rather than stopping.” response

response from Questionnaire AQuestionnaire to B rather than stopping.” response

Questionnaire response Questionnaire response

Questionnaire response Questionnaire response

NNORTH O RT H EEND N D RROAD OAD A Co m m u n i t y -lEND e d R e dROAD esign NORTH A NORTH Co m m unity -END led R edesign ROAD A Co m m unity - led R edesign

NNOORT RT HHEEND N D RRO O AAD D A N CoORT mmu nH it y -END le d Re dRO e sigAD n A N Com m u ni ty -lEND ed Redesi gn ORTH RO AD A C om m uni ty -l ed Redesi gn A C om muni ty -l ed Redesi gn

A Co m m unity - led R edesign

How would you describe would describe How oftenHow do you visityou North End Road?

How would describe North End you Road?

North End Road?

North End Road?

How would you describe would describe How oftenHow do you visityou North End Road?

How would describe North End you Road?

North End Road?

North End Road?

“Daily....As “bulk” shopping moves online, “Brilliant in many ways - the market “Aoffering historically significant streetiswith the on road North Endthere’s Road as a “It’s a busy and particularly serves the needs ofnot thethe famous market.” enticing as vibrant ever. From fresh olives to farm opportunity stop and spend some residents with itsto offerings and pricing.” eggs and avocados, all at good use prices. ” money.

It’s a road people to get

“Weekly on Saturday morning; to the “Brilliant in many ways - the market “Aand historically significant street with a fruit stalls, the Greek stall forthe “It’s veg a busy road and there’s particularly serves the needs ofnot the famous market.” olive oils, vibrant the stands, Dickenson opportunity stop andand spend some residents withFalafel itsto offerings pricing.” butchers, fishmonger, egg stall.” money. It’s a road people use to get

response from Questionnaire AQuestionnaire to B rather than stopping.” response

response from Questionnaire AQuestionnaire to B rather than stopping.” response

Questionnaire response Questionnaire response

Questionnaire response Questionnaire response

RESPONSE CARDS Questionnaire Responses were taken from the online responses and from discussions at community events.

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N O R T H E N D R O A D A Community-led Redesign

N O RTHHEENNDDRROA O ADD NORT A Commu nN it yD - le d Re d eD sig n NORT H nEity ROA OA A RT Co mH m uE - le dRRe d eD s ig n NO N D A C o m m u n ity - le d Re d e s ig n

NOORT RTHHEENNDDRROOAADD NO A RT Community-led Redesign HEENNDDRRRedesign A RT Community-led NN O H OOAADD A Community-led Redesign

PERFORMANCE SPACE REDUCE VEHICLE TRAFFIC CONSISTENT SHOPFRONT SIGNAGE PAVEMENTS

PUBLIC GARDEN REDUCE VEHICLE TRAFFIC CONSISTENT SHOPFRONT SIGNAGE PAVEMENTS

A C om m u n ity - le d Re d e s ig n

A Community-led Redesign

Project Idea Project Idea Project Idea Project Idea

Project Idea Project Idea Project Idea Project Idea

N ORT H END R OAD NORT ND DdRRRe OA A Commu nEity -le d eD sD ig n NORT HHnEity OA A RT Co mH m uE - le dRRe d eD s ig n NO NND OA A C o m m u n ity - le d Re d e s ig n

NOORT DRROOA D NO RTmHH EE NNlD As iD A RT C o mH uE n iN t y-D e dRRO ed eD gn AD A RT Community-led Redesign NN O H E N D R O A A Community-led Redesign

PLANTING AND SEATING REDUCE VEHICLE TRAFFIC CONSISTENT SHOPFRONT SIGNAGE PAVEMENTS

STREET PLANTING REDUCE VEHICLE TRAFFIC CONSISTENT SHOPFRONT SIGNAGE PAVEMENTS

A C om m u n ity - le d Re d e s ig n

A Community-led Redesign

it were trafficnot free, the street “IIfwould happily buy fruit andcould veg “It is ALL about shop fronts and signage. seating places and then more Could the original Victorian pavements at have supermarkets if the road was more Change these andplaces everything changes outdoor eating local providers! be reinstated orand refurbished? peaceful quiet.” for the better.”

Example: Parklet, Oslo

“Plant trees / flowers to create a nicer “I would happily not buy fruit and veg “It is environment ALL about shop and signage. andfronts to add appeal for Could the original Victorian pavements at supermarkets if the road was more Change these and everything changes pedestrians and visitors” be reinstated orand refurbished? peaceful quiet.” for the better.”

Project Idea Project Idea Project Idea Project Idea

Project Idea Project Idea Project Idea Project Idea

PROJECT CARDS Project Ideas were made to illustrate some of the ideas from the online responses and from discussions at community events.

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CarverHaggard for Hammersmith & Fulham Council

Could the garden of Crowther Market be “I would happily not buy fruit and veg “It is ALL about shoptofronts and signage. opened the public?

Could the original Victorian pavements at supermarkets if the road was more Change these and everything changes be reinstated orand refurbished? peaceful quiet.” for the better.”

“A performing area, like the official tube “I would happily not buy fruit and veg “It busking is ALL about fronts and signage. spot shop would be a pavements potential good Could the original Victorian at supermarkets if the road was more Change these and everything changes addition.” be reinstated orand refurbished? peaceful quiet.” for the better.”

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Area Assessment

N O R T H E N D R O A D A Community-led Redesign

CarverHaggard for Hammersmith & Fulham Council

The map was annotated with comments, observations, and ideas 67

“The Iranian grocers are magical, the market is colourful and great value for many folks and when the road is closed to traffic it is wonderful. And the vegan restaurant is fantastic.�

INTRODUCTION

AREA ASSESSMENT

CATALOGUE OF INTERVENTIONS

NEXT STEPS

CATALOGUE FORMAT We have prepared this catalogue of possible future improvements for North End Road based on what we have learnt from the shoppers, traders, and residents of North End Road.

These projects are all speculative and do not yet have permission or funding. They are ideas for consideration coming out of what local people have told us.

Catalogue of Interventions

This catalogue will help Hammersmith & Fulham Council to consult further locally and propose the next steps to take. It would be possible to test a number of these proposals in a temporary form, perhaps as part of the seasonal traffic-free market events.

The projects are divided loosely into categories based on their location and type, as shown on the opposite page.

We have also evaluated the project ideas using three different categories: Complexity level includes the number of stakeholders involved and permissions required, and the extent to which they are connected to other projects. # This project could be carried out as a stand-alone project in the near future ## This project can be carried out independently, but its value will be far greater if combined with other improvements ### This project is only likely to be possible as part of a larger project, for example if the area given to vehicular traffic is significantly reduced Cost is evaluated in estimated price bands for different versions of project. £ This project could be implemented for under £25,000 ££ This project could be implemented for £25,000 - £100,000 £££ This project could be implemented for £100,000 or more Scale refers to the size or repetition of a project. Where this is relevant, we have identified a number of possible scales for the project idea. For example, in relation to the planting of trees: S A single tree could be planted in one location M A series of single trees could be planted in five locations L A planting programme implemented along the whole road Implementing a “small” version of a project is likely to be more costeffective and to have a more rapid impact. Implementing a project at the larger scale is likely to require a longer planning process, but to have a larger effect.

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1. Enhancing Public Space - Wider Pavements. Some of these projects could be delivered by intensifying the use of the market trading bays.

2. Enhancing Public Space - Improving Pavements. These could be delivered by carrying out works to the existing pavements.

3. Enhancing Public Space - Road. These projects are intended to rebalance the experience of the high street towards pedestrians.

4. Enhancing Public Space: Buildings. It would be necessary to work in collaboration with private freeholders on these projects.

6. Transport approaches will be studied in more detail, and assessed for how they will support the other project ideas.

7. Market Infrastructure consists of physical interventions to support existing and new traders, improving their trading conditions.

8. Market Stalls could have a more consistent appearance, as has been suggested by many stakeholders, including some of the market traders.

9. A Smarter Market and Road. These projects are intended to support the businesses and residents of North End Road through embedded smart technologies.

10. Civic Infrastructure. North End Road is an emerging hub of ethical businesses and there is potential to support this character by developing community infrastructure.

11. Curate the Market and High Street. These projects are intended to support the road through proactive management and leadership, building on its emerging character as a hub for ethical businesses.

12. Support and Promote the Market and High Street. These ideas are intended to support the market and high street through proactive management and leadership and a coordinated campaign of publicity and events.

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5. Enhancing Public Space: Small Projects. These are relatively straightforward and readily deliverable. Different elements could be implemented on a piecemeal basis over a longer period of time to create a coherent set of improvements.

CATALOGUE OVERVIEW

1A

1B

1C

1D

2A

3A

3B

Enhancing Public Space: Wider Pavements

Catalogue of Interventions

2B

2C

2D

Enhancing Public Space: Pavements

Enhancing Public Space: Road

3C

3D

3E

3F

4A

4B

4C

4D

4E

5A

5D

5E

5F

Enhancing Public Space: Buildings

5B

5C

Enhancing Public Space: Small Projects

6A

6B

6C

6D

6E

7A

7B

7C

7D

Transport

6F

Market Infrastructure 72

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7E

7F

8A

8B

8C

9C

9D

9E

10B

10C

10D

11B

11C

Market Stalls

9A

9B

9F

10A

Civic Infrastructure

10E

10F

11A

Curate the Market & High Street

11D

11E

11F

12A

12B

12C

12D

12E

12F

13A

13E

13F

Support and Promote the Market & High Street

13B

13C

13D

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A Smarter Market + Road

1. ENHANCING PUBLIC SPACE: WIDER PAVEMENTS These projects could either be delivered by intensifying the use of the market trading bays, if the use of the road was not to be substantially changed, or could be incorporated into a more comprehensive transport project.

COST £ COMPLEXITY # #

SIZE M / L

Catalogue of Interventions

1A. Pavement Trees Planting a series of trees to soften the public realm, providing shading and shelter, while absorbing carbon dioxide from the air.

The scope could vary from a series of small single fruit trees at key locations such as street corners, to planting an avenue of mature trees alongside widened pavements.

COST £ £ £ COMPLEXITY # SIZE M

1B. Parklet A structure incorporating seating and planting, providing a "dwell space" for shoppers or diners to sit down. This could either be delivered as a temporary structure within the existing trading bays, or as part of a larger redevelopment, working in sites owned by the council or with private owners.

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It would be possible to test a number of these proposals in a temporary form, perhaps as part of the seasonal traffic-free market events.

COST £ COMPLEXITY # SIZE S

1C. Mobile Planting

COST £ £ COMPLEXITY # # SIZE S

1D. Playful Spaces Enliven the street for young people by incorporating play areas, play structures,or a play trail into the public realm.

This could either be located in a zone of widened pavement, at a corner, or in one of the small external spaces off North End Road.

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CarverHaggard for Hammersmith & Fulham Council

Trees in wheeled containers or barrows could be used to soften the public realm, without requiring the road or pavement to be excavated. If on wheels, they could be relocated as necessary.

2. ENHANCING PUBLIC SPACE: IMPROVING PAVEMENTS These projects could be delivered by carrying out works to the existing pavements, in locations where there is sufficient space, without requiring substantial changes to the transport network. They could generally be carried out by the council, but may require agreement with adjoining COST £ £ COMPLEXITY # # SIZE M / L

Catalogue of Interventions

2A. Reinstate Victorian Pavements The forecourts of North End Road have a series of decorative terrazzo and patterned encaustic tile pavements, which are visible in places beneath the layer of tarmac. These could be reinstated, or new paving could recall these finishes. The scope could vary from single units to a longer run of shops, and the paving materials could be simple or higher quality.

COST £ COMPLEXITY # SIZE S

2B. Benches and Seating A series of benches providing spaces for shoppers to rest. “ Install seating such as benches to give resting places for those living with challenging mobility issues.”

Questionnaire response

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owners or freeholders. Reducing the width of the road used by vehicles and increasing the width of the pavement, as part of a new transport strategy, would increase the potential for this kind of intervention by providing additional space to accommodate different uses.

COST £ COMPLEXITY #

SIZE S

2C. Planters Freestanding planted containers, which could be maintained in collaboration with shopkeepers and market stallholders.

COST £ COMPLEXITY # SIZE S

2D. Board Game Tables Tables printed with boards for chess and backgammon.

“A space for a chess club... so that men who are isolated can get together and play chess like they do in Holland Park.”

Questionnaire response

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CarverHaggard for Hammersmith & Fulham Council

“Plant trees / flowers to create a nicer environment and to add appeal for pedestrians and visitors.”

Questionnaire response

3. ENHANCING PUBLIC SPACE: IMPROVING THE ROAD These project ideas are intended to help rebalancing the experience of the high street towards pedestrians and other users. They could either be carried out without changing the existing road layout and usage, or could be incorporated into a new road layout.

COST £ £ £ COMPLEXITY # # # SIZE L

Catalogue of Interventions

3A. Upgraded street lighting Brighter street lighting, in a traditional or contemporary design, would improve the appearance of the street in evenings and winter afternoons.

“Better lighting could be helpful in the dark winter months... Without adequate lighting the market looks lacklustre and uninviting.”

Questionnaire response COST £ £ COMPLEXITY # # SIZE M

3B. Decorative Lighting Decorative suspended lighting, hanging across the road. The lights could either be connected to lamp posts or to fixing positions on the buildings, subject to the agreement of freeholders.

COST £ COMPLEXITY # SIZE S

3C. Seasonal decorations Seasonal decorations such as bunting, changed regularly alongside events and publicity campaigns.

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These ideas would need to be progressed in close coordination with the council’s Highways team, due to their location over the public highway.

COST £ £ COMPLEXITY # # SIZE M

3D. Colourful Crossings

COST £ £ £ COMPLEXITY # # # SIZE M / L

3E. Road surface treatment Treating the road surface with coloured tarmac or paving.

This could include a shared surface treatment with enhanced pedestrian crossings, or simply create a better visual connection across the road.

COST £ £ COMPLEXITY # #

SIZE M

3F. Signage A traditional market sign, either a gateway across the road or a permanent sign at one side of the road.

“It would have some nice signage as you drive in and out of North End Road Market. A traditional sign would give a sense of history and clearly mark the area.”

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CarverHaggard for Hammersmith & Fulham Council

Pedestrian crossings as a graphic canvas to introduce colour and pattern to the street.

These could be permanent or temporary.

A collaboration with a designer or a public competition would provide an opportunity to celebrate the unique stories of North End Road.

4. ENHANCING PUBLIC SPACE: IMPROVING BUILDINGS The buildings along North End Road include high quality examples of historic architecture, with a rich and colourful material palette. Some of these buildings are poorly maintained and do not contribute to the streetscape.

COST £ COMPLEXITY # SIZE S

Catalogue of Interventions

4A. Vacant Units The programme of graphic treatment to temporarily vacant units could be extended as part of a coordinated campaign, to include design collaborations or competitions and to promote North End Road as a destination.

This could be combined with another project idea to create an outdoor gallery for a history project or a space for an art commission.

COST £ COMPLEXITY # # SIZE M

4B. Murals The “flank walls” of high street buildings have traditionally been used for signage and advertising. New local signage or art commissions could enliven the streetscape and support the redesign of the road.

COST £ COMPLEXITY # SIZE M / L

4C. Forecourts The forecourts of the shop units could be enhanced through more consistent and higher quality retail displays.

Support for small businesses on visual merchandising could be combined with a stronger enforcement regime to discourage “over-pitching” which reduces the space available to pedestrians.

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These projects could be applied to the properties owned by the council, but to have a greater effect on the street, it would be necessary to work in collaboration with private freeholders.

COST £ £ COMPLEXITY # # SIZE M / L

4D. Shopfronts and Signage

COST £ £ COMPLEXITY # # # SIZE M / L

4E. Upper Floors Improving the “Uppers” of key buildings by cleaning, removing clutter, refurbishing and repainting. Work could be limited to key sites such as the most visible corners and buildings of highest heritage value, or applied more extensively to groups of buildings. This could be combined with work to refurbish upper floors as flats to enhance local housing provision.

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Improving shopfronts by removing clutter, revealing original architectural features, and installing new consistent signage. Work could be limited to key sites such as highly visible corners and historic buildings, or applied more extensively along the street.

5. ENHANCING PUBLIC SPACE: SMALL PROJECTS These project ideas are relatively straightforward and readily deliverable.

If coordinated into an overall strategy, different elements could be implemented on a piecemeal basis over a longer period of time to build up into a coherent set of improvements.

COST £ COMPLEXITY # SIZE S

5A. Wayfinding

Catalogue of Interventions

Enhanced wayfinding, combining additional “Legible London” totems with new signage and markers.

COST £ COMPLEXITY # # SIZE S

5B. Blue Plaques Official “Blue Plaques” commemorating significant historical figures with a local connection, such as the Pre-Raphaelite painter Edward Burne-Jones.

COST £

COMPLEXITY #

SIZE S

5C. Local Heritage Signage A programme of locally specific heritage signage, purpose-designed for North End Road, integrated into new public realm works and street furniture.

This could commemorate elements of local history such as the foundation of the market.

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COST £ COMPLEXITY # SIZE S

5D. Banners

COST £ COMPLEXITY # SIZE S

5E. Bicycle Racks The North End Road bicycle rack, purposedesigned to incorporate local signage, graphics, planting, lighting, or smart features.

Once designed, this could be installed in multiple locations.

COST £ COMPLEXITY # SIZE S

5F. Local directory & Noticeboard A local directory to enable shoppers to locate the specialist shops and stalls of North End Road. Noticeboards in key locations could combine physical and digital signage to promote events.

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CarverHaggard for Hammersmith & Fulham Council

Well-designed banners would be an opportunity to promote the qualities of North End Road as part of a new local graphic identity. The banners could be changed regularly as art of a rolling programme, celebrating ongoing improvements and seasonal events.

6. TRANSPORT A Transport Study has been carried out to look at the layout of North End Road. The study includes traffic flow, collision records, bus and cycle routes, access restrictions, and parking and loading controls, and suggests possible options for reducing traffic on North End Road.

COST £ £ £ COMPLEXITY # # # SIZE M / L

Catalogue of Interventions

6A. Access Times We will explore limiting the times when private vehicles can use North End Road.

Buses and bicycles will continue to be able to use the road.

COST £ £ £ COMPLEXITY # # # SIZE M / L

6B. Vehicle Types We will explore limiting the types of private vehicles allowed to use North End Road.

Buses and bicycles will continue to be able to use the road.

COST £ £ £ COMPLEXITY # # # SIZE M / L

6C. Vehicle Direction We will explore controlling the direction of vehicle traffic on North End Road and surrounding streets.

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These ideas would need to be progressed in close coordination with the council’s Highways team. Funding is being sought for consultation and implementation.

COST £ £ £ COMPLEXITY # # # SIZE M / L

6D. Cyclists + Pedestrians We will explore reducing the space allowed for vehicles, and increasing the space allowed for pedestrians and cyclists.

6E. Width of Road We will explore reducing the space allowed for vehicles, and increasing the size of the pavements.

COST £ £ £ COMPLEXITY # # # SIZE M

6F. Crossings + Junctions We will explore new designs of crossings and junctions which prioritise pedestrians and cyclists.

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COST £ £ £ COMPLEXITY # # # SIZE L

7. MARKET INFRASTRUCTURE Physical interventions to support existing and new traders, improving their trading conditions or enabling them to set up and pack away their stalls more easily. Some of these ideas might also reduce the use of vehicles by market traders. The existing market traders have different opinions about COST £ £

COMPLEXITY # #

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Catalogue of Interventions

7A. Shared storage for market A central storage facility to serve market traders, reducing the use of vehicles for storage of stock and display equipment. This facility could be combined with other central services or a delivery hub.

“Storage for traders so that they don’t have to store everything in their vans.”

Questionnaire response COST £

COMPLEXITY # #

SIZE S / M

7B. Local storage for market Local storage structures for market traders, reducing the use of vehicles for storage of stock and display equipment.

It is likely to be necessary for pavements to be widened for this to be feasible.

COST £ £

COMPLEXITY # # # SIZE L

7C. Built-in Utilities Electricity supplies for market traders are currently run from shop units, creating tension between stallholders and shopkeepers, and a bar for entry to casual traders.

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the need for change, and it should be noted that some would prefer the status quo with minimum intervention from the council. These capital projects would be more effective when combined with other forms of support for the market.

COST £ £ COMPLEXITY # SIZE S / M

7D. Enhanced pitches

COST £ £ £ COMPLEXITY # # # SIZE L

7E. Pitches at pavement level Raising the market pitches to pavement level would provide a safer environment for traders and a faster set-up and pack-up time.

This would reduce the number of bays available for out of hours parking or deliveries.

COST £ £ COMPLEXITY # # SIZE M

7F. Bin Stores Purpose-made lockable stores for market refuse, as part of a move towards recycling and zero waste. This could be combined with policies to reduce food waste and the provision of a local anaerobic digester to process organic waste.

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Visually enhanced pitches at road level, using colour and/or higher quality paving materials to support wayfinding and create a more consistent overall appearance.

8. MARKET STALLS A more consistent appearance to the market stalls has been suggested by many stakeholders, including some of the permanent market traders.

COST £ COMPLEXITY # SIZE S

Catalogue of Interventions

8A. Consistent Demountable Stalls Consistent demountable stalls or canopies, which can be fully packed away or moved away at the end of each day. These could use a shared branding approach for North End Road market and include the names of stallholders.

COST £ £ COMPLEXITY # #

SIZE M

8B. Semi-Permanent Market Stalls Consistent stalls and canopies, which are partly demountable, with fixed anchor points or permanent storage elements remaining on the pavement outside of trading hours.

COST £ £ £ COMPLEXITY # # # SIZE L

8C. Permanent Market Stalls Consistent permanent market stall kiosks, such as the fixed kiosk stalls at Kingston Ancient Market. This project could only be delivered as part of a revised transport strategy, with reduced road width and increased pavements.

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The existing market traders have a range of stall types, and it is possible that not all of the traders would be willing to change their current stalls.

The nature of markets and market traders can make it difficult to achieve visual consistency in a Council-operated market. It would be necessary to explore these ideas in close collaboration with the traders.

8A. Consistent Demountable Stalls

CarverHaggard for Hammersmith & Fulham Council

8B. Semi-Permanent Market Stalls

8C. Permanent Market Stalls

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9. A SMARTER MARKET AND ROAD These project ideas are intended to support the businesses and residents of North End Road through embedded smart technologies.

COST £ £ COMPLEXITY # # SIZE S / M

9A. EV Charging

Catalogue of Interventions

Charging points for electric vehicles.

COST £ COMPLEXITY # SIZE M

9B. Wi-Fi and Fibre broadband High speed broadband and free street wi-fi to support local retail and workspace.

COST £ £ COMPLEXITY # # # SIZE M

9C. Click + Collect A Click and Collect hub could support local businesses, creating new revenue streams and opening existing businesses up to new customers through online sales.

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COST £ COMPLEXITY # SIZE S

9D. Last Mile Delivery

COST £ £

COMPLEXITY # # # SIZE M

9E. Smart parking A smart parking system would enable more dynamic parking controls, for example by allowing short-stay parking for shoppers while continuing to prevent use of local parking spaces by football supporters.

“On non-Chelsea FC match days, don’t make the parking so restricted.”

Questionnaire response COST £ COMPLEXITY # SIZE S

9F. Cashless Payments Traditional market traders operate entirely in cash, and risk losing future customers if they do not serve the “cashless generation”.

Existing traders are likely to require support to move to cashless payments.

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CarverHaggard for Hammersmith & Fulham Council

A local delivery service using bicycles, to support shoppers visiting by bus and on foot.

This could be connected to the local Low Emissions Freight Hub.

10. CIVIC INFRASTRUCTURE These ideas are based on community suggestions received through the engagement process. They are ideas for uses and functions rather than spaces, and are likely to be developed in partnership with local stakeholders including residents, traders and businesses.

COST £ £ COMPLEXITY # # SIZE S / M

10A. Community Bakery + Cafe

Catalogue of Interventions

Spaces to meet during the day and night, as well as supporting the local night time economy.

“More space where the community can get together.”

Questionnaire response

COST £ £ COMPLEXITY # # SIZE S / M

10B. Cultural Space Spaces to meet during the day and night, as well as supporting the local night time economy.

“Art galleries in combination with cafes, bookshops would be great.”

Questionnaire response

COST £ £ COMPLEXITY # # SIZE S / M

10C. Outdoor Performance Space Sites for outdoor performances, possibly including power supplies for occasional amplification or lighting.

“A performing area, like the official tube busking spot would be a potential good addition.”

Questionnaire response

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North End Road is an emerging hub of ethical businesses and there is potential to support this character by developing community infrastructure.

COST £ £ COMPLEXITY # # SIZE S / M

10D. Community Garden Community gardens and planted "dwell spaces" providing amenities to shoppers.

COST £ COMPLEXITY # # # SIZE S / M

10E. Community Workspace & Retail Local workspace or retail space to support new community businesses.

“Empty shop units on the street – they could be opened as pop-up craft shops to coincide with an enhanced Saturday market.”

Questionnaire response

COST £ £ COMPLEXITY # # SIZE S / M

10F. Public Toilets New public toilets, or arrangements for the public to be able to use a series of WCs along the road.

“Public toilets - or cafes etc willing to have toilets used by the public.”

Questionnaire response

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“A mini planting park where you can be offered a plot to grow your own fruit and veg.”

Questionnaire response

11. CURATING THE MARKET AND HIGH STREET These project ideas are intended to support the market and high street through proactive management and leadership, building on its emerging character as a hub for ethical businesses.

COST £ COMPLEXITY # SIZE M

Catalogue of Interventions

11A. Trading enforcement Positive and proactive enforcement of trading standards and pitch locations for shops and market stalls, with a local markets manager on site.

COST £ COMPLEXITY # SIZE M

11B. Town Centre management A proactive approach to cleaning and tidiness as a source of local civic pride, supported by management of waste.

COST £ £ COMPLEXITY # # SIZE M / L

11C. Vacant unit programme A database of vacant units matched against local businesses and community groups seeking space, with a programme of support for bringing spaces back into use.

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COST £ COMPLEXITY # # # SIZE S / M

11D. Use of shops

COST £ COMPLEXITY # SIZE S / M

11E. The Vegan Quarter Promoting and supporting new vegan businesses seeking premises.

“This side of the street is flourishing with 4 vegan businesses and more are opening up.

I read somewhere North End Road has the most vegan places in one street!”

Questionnaire response

COST £ COMPLEXITY # S IZE S / M

11F. Training and professionalisation Support and training of market traders and staff through membership of trade organisations such as NABMA and NMTF. This could include support towards developing a local zero waste environment.

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Encourage new shops and businesses which support the overall social and ethical goals of North End Road. It would be possible to explore a more proactive enforcement approach to prevent the opening of new gambling and loan stores, or unhealthy fastfood outlets.

12. SUPPORT AND PROMOTE THE MARKET & HIGH STREET These ideas are intended to support the market and high street through a coordinated campaign of publicity and events.

COST £ COMPLEXITY # # SIZE M

12A. Local Branding

Catalogue of Interventions

A simple and robust local brand for North End Road Market, developed with a designer.

COST £ COMPLEXITY # SIZE S

12B. Social Media Integrated social media presence including Facebook, Instagram, and Twitter.

COST £ COMPLEXITY # SIZE S

12C. Map Local map (online and printed) highlighting local landmarks and culture, and the location of specialist stalls and shops.

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COST £ COMPLEXITY # SIZE S

12D. Specialist market stalls

COST £ £ COMPLEXITY # # SIZE M

12E. Specialist Markets Themed weekend markets to build on the success of the seasonal markets while supporting the permanent traders and local businesses. These could incorporate a smaller road closure or control of traffic.

COST £ COMPLEXITY # SIZE S

12F. Street Food events Support existing and new street food traders and promote a food offer through advertising and the provision of seating.

“I reckon this has got potential to become a street food market. We’ve got three food trucks on this little strip here. If we had a couple more, that would be great.”

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CarverHaggard for Hammersmith & Fulham Council

Support new traders who would add to the diversity of the retail offer and attract and retain new shoppers. Support could include provision of market stalls for new traders to use. There appears to be strong demand for a bakery and delicatessen stall.

13. SUPPORT AND PROMOTE THE MARKET & HIGH STREET These ideas are intended to support the market and high street through a coordinated campaign of publicity and events.

COST £ COMPLEXITY # SIZE S

Catalogue of Interventions

13A. Tote bags Paper and canvas bags designed for the market, reducing the use of plastic bags.

These could be designed in partnership with local schools or part of a consistent professionally designed brand.

COST £ COMPLEXITY # SIZE S

13B. Loyalty Cards Loyalty cards and local shopping promotions.

COST £ COMPLEXITY # SIZE S

13C. History A local history project engaging residents and visitors.

“Creating a project that documents the history of North End Road market... that culminates in an installation and exhibition in one of the empty spaces.”

Questionnaire response

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COST £ COMPLEXITY # SIZE S

13D. North End Road Pickles

COST £ COMPLEXITY # SIZE S

13E. North End Road Cookbook A local cookbook sharing recipes from the market, cafes, and restaurants.

COST £ COMPLEXITY # SIZE S

13F. North End Road Dining Club A seasonal dining event celebrating the market produce and local culinary talent.

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Pickles and chutneys made from excess market stock, in collaboration with local community kitchens and food waste reduction initiatives.

“I've been visiting since I was a tot when my mum used to bring me there to shop at the market. That was in the days before it became a 'bowl market'. The stallholders used to give me a grape. A lovely experience last year was when at the end of the day a stall was selling a whole box of peaches for ÂŁ1. I couldn't use a whole box of peaches so I looked around for someone to share it with. Then a lady said, 'Have half of my box - no charge.' You don't find that kind of spirit in many shopping streets...â€?

INTRODUCTION

AREA ASSESSMENT

CATALOGUE OF INTERVENTIONS

NEXT STEPS

N O R T H E N D R O A D A Community-led Redesign

NEXT STEPS These projects are all speculative, and do not yet have permission or funding. They are ideas for consideration coming out of what local people have told us. Some of the projects could be small interventions which can be carried out independently of other projects. Other projects are larger, need more investment and planning, and are linked to wider initiatives. These will take longer to deliver, and may only be possible if the council is successful in winning additional funding.

It will inform the future design of public space and highway improvements and bids for additional funding, which may include applications to the TfL Liveable Neighbourhoods Fund, the Mayor’s Good Growth Fund, and the Future High Streets Fund.

It will be necessary to create a balance between rapid results and meeting longer term goals, and the nature of the projects may be subject to the success of funding bids.

Site-specific project combinations

We have explored a number of site-specific projects incorporating more than one of the ideas. These ideas would need to be explored in discussion with other stakeholders including private landowners.

Funding scenarios

We have illustrated three scenarios for how a selection of these projects might be taken forward across the whole of North End Road, depending on the funding available. The funding scenarios illustrated are: £ Using a portion of the allocated funds to test a number of these proposals in a temporary form, perhaps as part of one of the seasonal markets. ££ Using allocated funds as match funding and to implement smaller projects, and assuming that some bids for additional funding are successful. £££ Using allocated funds as match funding, and assuming that successful bids are made to fund a large-scale transformation of North End Road.

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This document will help Hammersmith & Fulham Council to consult further locally and propose next steps, which might include further design work, studies, and events as well as temporary and permanent changes to North End Road.

Thaxton Road

Chesson Road Bramber Road

Lillie Road Lillie Road

Next Steps

Northern Gateway

Sedlescombe Road

Racton Road Coomer Place

Anselm Road

Haldane Road Halford Road

Crowther Market Garden Tournay Road

Armadale Road

Epirus Road

Eustace Road

Walham Grove

Shorrolds Road

Jerdan Place

Southern Gateway

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Sedlescombe Road Crossing

N O R T H E N D R O A D A Community-led Redesign

We have explored a number of site-specific projects incorporating more than one of the ideas. These ideas would need to be explored in discussion with other stakeholders including private landowners.

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SITE-SPECIFIC PROJECT COMBINATIONS

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Next Steps

N O R T H E N D R O A D A Community-led Redesign

A new entrance at the Southern threshold to North End Road, as a way of marking the beginning of the high street and market, and to contribute to a clearer local identity.

The project is strategically located to connect the Fulham Broadway area to North End Road.

The vacant "Foubert's" building and the yard of St John's Church could be successful sites for Civic Infrastructure projects.

This project would work well alongside the Northern Gateway project, as a way to mark both ends of North End Road Market.

The following projects could form part of this combination:

1C

2B

3B

3E

5D

5E

6F

10C

10B

13A

The following projects could also contribute on this site:

1D

3C

3F

5A

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5F

9B

CarverHaggard for Hammersmith & Fulham Council

SITE-SPECIFIC PROJECT COMBINATIONS: SOUTHERN GATEWAY

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Next Steps

N O R T H E N D R O A D A Community-led Redesign

A new entrance at the Northern threshold to North End Road Market, as a way of marking the market.

The project could include working with The Crepe Factory to create a space to sit outside. Additional outside seating areas could be designed to support and promote the "Vegan Quarter" to establish a local identity.

This project works well alongside the Southern Gateway project, as a way to mark both ends of North End Road Market.

The following projects could form part of this combination:

1A

2B

3B

3E

4B

4D

5E

11E

10C

13A

The following projects could also contribute on this site:

1C

1D

3C

3F

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5A

5D

CarverHaggard for Hammersmith & Fulham Council

SITE-SPECIFIC PROJECT COMBINATIONS: NORTHERN GATEWAY

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Next Steps

N O R T H E N D R O A D A Community-led Redesign

A public garden and dwell space in the forecourt of Crowther Market.

This project could offer a calm green space at a central point of North End Road, contrasting with the busy market outside the gates.

The garden would provide a seating area for eating food from the market as well as providing an opportunity for a safe play space.

The project would require permissions from the NHS Clinic.

The following projects could form part of this combination:

1D

2B

3B

4E

5C

5E

10D

The following projects could also contribute on this site:

3C

9B

10C

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CarverHaggard for Hammersmith & Fulham Council

SITE-SPECIFIC PROJECT COMBINATIONS: PUBLIC GARDEN AT CROWTHER MARKET

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Next Steps

N O R T H E N D R O A D A Community-led Redesign

A public realm intervention combining planting and traffic calming, enhancing two key corner buildings.

The project could include closing vehicular access (with mobile planting) during weekends to create spaces to sit and eat. The project offers a good opportunity to introduce buskers.

The vacant cafe unit (previously "Cafe Talia") would be a good location for a new community bakery and cafe.

The following projects could form part of this combination:

1A

1C

2B

3B

5E

6A

10A

The following projects could also contribute on this site:

1D

3C

9B

10C

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CarverHaggard for Hammersmith & Fulham Council

SITE-SPECIFIC PROJECT COMBINATIONS: SEDLESCOMBE ROAD CROSSING

Next Steps

Funding Scenario 1: Summer Transformation

Funding Scenario 2: Three Year Plan

Funding Scenario 3: Ten Year Plan

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N O R T H E N D R O A D A Community-led Redesign

FUNDING SCENARIOS

We have illustrated three scenarios for how a selection of these projects might be taken forward across the whole of North End Road, depending on the funding available. The funding scenarios illustrated are:

££ Using allocated funds as match funding and to implement smaller projects, and assuming that some bids for additional funding are successful. £££ Using allocated funds as match funding, and assuming that successful bids are made to fund a large-scale transformation of North End Road.

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CarverHaggard for Hammersmith & Fulham Council

£ Using a portion of the allocated funds to test a number of these proposals in a temporary form, perhaps as part of one of the seasonal markets.

Thaxton Road

Chesson Road Bramber Road

Lillie Road

Next Steps

Lillie Road

Sedlescombe Road

Racton Road Coomer Place

Anselm Road

Haldane Road Halford Road

Crowther Market Garden Tournay Road

Armadale Road

Epirus Road

Eustace Road

Walham Grove

Shorrolds Road

Jerdan Place

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N O R T H E N D R O A D A Community-led Redesign

road

pitch

pavement

FUNDING SCENARIO 1 COST £ COMPLEXITY # SIZE S A series of short-term interventions and smaller-scale initiatives could be launched at the summer seasonal market, and remain in place for a period of 4 weeks. These could be used to test temporary versions of some of the projects, collect data and feedback for funding applications, and build interest in and support of the wider programme.

• Indicative budget: £50,000 • Possible funding source: Mayor's Good Growth Fund

The following projects could be included in this scenario:

1B

1C

7D

10C

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12B

13A

13E

13F

CarverHaggard for Hammersmith & Fulham Council

parade pavement bus stop

Thaxton Road

Chesson Road Bramber Road

Lillie Road Lillie Road

Next Steps

Northern Gateway

Sedlescombe Road

Racton Road Coomer Place

Anselm Road

Haldane Road Halford Road

Crowther Market Garden Tournay Road

Armadale Road

Epirus Road

Eustace Road

Walham Grove

Shorrolds Road

Jerdan Place

Southern Gateway

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Sedlescombe Road Crossing

N O R T H E N D R O A D A Community-led Redesign

road

pitch

pavement

FUNDING SCENARIO 2 COST £ £ COMPLEXITY # # SIZE M A number of these projects could be delivered to support North End Road in the long term, independently of any changes to the transport network. The projects would be selected to be compatible with a comprehensive re-planning of the transport network in the future.

• Indicative budget: £1m - £3m • Possible funding source: Mayor's Good Growth Fund

The following projects could be included in this scenario:

2B

3B

4A

9D

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11E

12C

13A

13B

CarverHaggard for Hammersmith & Fulham Council

parade pavement bus stop

Thaxton Road

Chesson Road Bramber Road

Lillie Road Lillie Road

Next Steps

Northern Gateway

Sedlescombe Road

Racton Road Coomer Place

Anselm Road

Haldane Road Halford Road

Crowther Market Garden Tournay Road

Armadale Road

Epirus Road

Eustace Road

Walham Grove

Shorrolds Road

Jerdan Place

Southern Gateway

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Sedlescombe Road Crossing

N O R T H E N D R O A D A Community-led Redesign

road

pitch

pavement

FUNDING SCENARIO 3 COST £ £ £ COMPLEXITY # # # SIZE L Subject to a successful funding bid, a series of these projects could be planned and delivered alongside a comprehensive re-planning of the transport network.

• Indicative budget: £5m - £10m • Possible funding source: TfL Liveable Neighbourhoods Fund

The following projects could be included in this scenario:

6D

7C

7E

9C

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10E

11B

11D

11F

CarverHaggard for Hammersmith & Fulham Council

parade pavement bus stop

Next Steps

STAY IN TOUCH Please follow the project web page, where we will share our progress with you at each stage.

Please email the project team if you would like to give your views on this document, or to be added to the mailing list to find out about future events and activities.

Web www.lbhf.gov.uk/NorthEndRd Email NorthEndRoad@lbhf.gov.uk

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