Rebranding in the london docklands: case study Essay

Jumping straight to the point, rebranding has 1occurred and is soon taking place in various(a) hot spot locations to try to break the eye socket a new young feel. The chairman of the London Docklands Development Corporation, Sir Michael Pickard, give tongue to himself that, 16 years ago, the Isle of Dogs was an isolated, tightly knit community seemingly in the grip of irreversible decline. Today, massive enthr 1ment from both the public and private sectors has transform the region. There ar new schools, wellness centers and homes, park and playgrounds, new road and data track links, and nearly 1.4 million unbowed meters of commercial and industrial development, over 80% of which rented. The new residents and military controles stimulate brought a warm lifeblood to the Island. So it is pellucid that rebranding has taken place, alleviate to what extent and where has it happened. The first information field of force I am going to imagine at is a place relegate form , here it will become much app arent which firmaments scram undergone rebranding to a elevateder(prenominal)(prenominal) extent than others. So feel at fig. 1. 1, is an ambit called Felstead Wharf is reported to give way richly graphic symbol modern hold, with next car parks provided.From the information in the photo and also the report, one f base-downerpot deduce that this heavens, once holding low quality trapping for the moveing partitioning population of the Docklands, has now been transformed into an upmarket residential world offering a home to business concern men and women who work in the central business district. But, when unscathed moving a small distance, or so, 2000 feet, one meets an bailiwick were regen advantageiontion is currently in progress looking rigorously at finger 1. 2, we see at approximately 429 Westferry Road, a large super anatomical structure which at one point was a ware kinsfolk in the industrial era and now is barely a po ise skeletal structure.However this large grammatical construction is soon to be transformed by the council to make a series of aesthetically attractive offices. In complete contrast, and in the final acquire of the place drive out form, draw attention to pick up 1. 3. here although closer to the the Central military control District, this area on Glengall Grove is reported to withstand poor house quality with cement walls being badly stained and cover in graffiti, the classs themselves were small, of bad quality and normally terraced. With the nearby park in a state of disrepair. The signifi screwce of the above study shows in contour 1.1, 1. 2 and 1. 3, that in 3 locations separated only by around 3 to 4 thou feet, the quality, quantity and utility of the building changes dramatically. all the way in exercise 1. 1 the council lay down decided to inject money to create the housing in the area and at the same time, allure high row business men into the area and w ith it higher quality tertiary and quaternary industry. Now, looking at the environmental study elude, on the left in figure 2. 1, it is unadorned that the higher the score on the table the more likely the area is to have undergone transmutation.Take for example area H. It is obvious that this area is non ideal of likable environmentally, this is conveyed through the overall score of the area being quite low, at 59 out of 100. This leads me to believe that the area has non undergone regeneration. Which gibe to the place check map, is in fact true. This formulae correlates not only for this unique(predicate) location but the Isle of Dogs in general. This enables us to pinpoint areas which have not undergone regeneration and of-course those which have, giving us a gravid understanding of the question where has rebranding occurred.So by combining the two sources of information together, it is feasible to create a more detail map of the areas which have undergone regenerati on. In figure 2. 3 the green scatterings are exemplary of an expensive area which is residential or business based but which has undergone rebranding. The glum areas area show partially rebranded areas or non-rebranded areas which are still aesthetically please and wealthy areas. The red areas are vox of exclusively non regenerated areas, which generally contain low quality housing inhabited by lower class workers.So to leave off this sub-heading, on the whole, a large area of the Isle of Dogs has undergone rebranding through regeneration,it has mainly occurred in regions close to the river. These areas are generally speaking, residential high quality flats and theater of operationss aimed at the business man who perhaps works in the Central business district as this is a prime location close to work and in a gratify environment. The regenerated areas further inland are more much business related, with aesthetically pleasing offices and high quality shops infiltrating the a rea.Some withal is regenerated housing, offering high quality housing at a slightly lower price for lay to upper berth middle class workers. There are still some areas which roost untouched by the rebranding scheme put together by the LDDC (London Docklands Development Corporation) in 1997. These areas have fabricated the position of low quality housing with high crime rates according to the local council. These areas suffer as businesses oft relocate from this area because expendable income held by just about residents in this area is low. victor of rebranding.The relative conquest of the rebranding process can easily be determined simply by looking at interviews and presentations and canvass peoples opinions of the area with the overall office of the area which has been regenerated. To illustrate this more clearly, see figure 3. 1. This graph represents 6 dissimilar areas deep down the Isle of Dogs, in each, an area with contrasting levels of regeneration. In this a rea, local residents were subjected to questioning to the highest degree their opinions on the area. The results show that on a general level, that when the amount of rebranding/regeneration outgrowths, so too does residents happiness.However notice area 1 and 2 in figure 3. 1, the domineering happiness is higher in area 1 which is subject to no rebranding than in area 2 which has virtually 20 percent of the area rebranded. The resolve for the sudden decrease in area 2 is explainable. People are generally happier in area 1 because the g way outiness of the area is not being finished by modern housing for business workers. Many lower class or retired people live in rural area 1 and are happy to take note a high level of purification and a sense of community. So in Area 2 the level of rebranding has increase somewhat.With it, comes new residents, and with new residents come loss of culture and the community spirit is often broken. So when interviewing a man who had lived in the area for 30 years, he was suffering about this sudden change and would have been happier had the area remained untouched. Overall, the relative success of rebranding on the wellbeing of citizens is high. Once an area has completely undergone regeneration, the consensus is unanimous in high opinionated happiness. Understanding the fact that rebranding has been a success for the majority or residents, what about for the council and the parsimoniousness?Looking at the average house price in area 1 for a 3 bedroom house/flat, the price is around 250,000 pounds. Considering it is in a prime location the price is comparatively low because aesthetically, the house is not precise pleasing, crime rates are high and average income is low. If then one sees the house price in area 6 for a 3 bedroom apartment, the appeal can go up to and hand 2. 5 million pounds on todays market. The success of a rebranded area is obvious by simply looking at these figures.By creating such high quality housing, it influences upper middle, to upper class workers, most usually those who work in the Central Business District into the area. These people are serviceable to the local council as they pay a high amount of tax and entice high class high visibility businesses into the area. This is because the businesses understand they have a high amount of expendable income. The success of these areas turbinate upwards because the more high quality housing that is constructed, the more businesses locate to the area and in conclusion, the more money is injected into the local council and in that respectfore back into the community.Areas still in need of rebranding As shown in figure 2. 3, the green highlights on the map are representative of the highly rebranded areas 80% or more. The blue areas represent areas that have undergone amongst 40 to 80%. The red areas are significant of 0 to 40% regeneration. Although there are a few areas which are up to now to undergo redevelopment, on the whole the Isle of Dogs has seen a greater percentage or rebranding per square foot than most other residential areas in London.Because of this, it is classic that the whole region of the Isle of Dogs is not lost under a ocean of white walls and tinted glass. Some of the area should remain as working class housing with dirty red bricks with a fragrant feel to it. If all of it is lost, then it is manageable that the area would lose its routes and its heritage and the great docklands would be remembered as something completely different than what it should. But the definition of rebranding is exactly that, so in terms of rebranding, there is roughly 35 percent of the Isle of Dogs, yet to be rebranded.