coal drops yard - case study

why it needed to be rebranded

• to align with the transformation from an industrial heritage site into a modern hub for retail, dining and culture

• leveraged unqiue Thomas Heatherwick architecture to attract visitors and shopper

• reinforced its integration into broader King’s Cross regenration

• 20th century clubs were made in abandoned warehouses and fires occured often

• northern end of eastern coal drop disused since 1985 fire and WCD, ECD and WWRA are vacant since 2008

• illegal raves, clubbing, fires, drug misuse

strategies involved in the rebranding of CDY

• architecture - aimed to preserve heritage, kissing rooves symbolise marriage of past and present

• making east and west CDY more accessible to one another

• 100,000sqft of shops, restaurants and bars

• aimed at diverse demographic with a focus on attracting local residents and international tourists but leans towards relatively affluent and cosmopolitan audience due to high-end retail

• more than just shopping, also cultural experience

• sense of community

• themes of sustainability, featuring eco-friendly brands, walkable spaces and green areas

role and influence of a range of players in CDY

• Developer - Argent chosen by landowners of Kings Cross St Pancras, planning permission granted in 2006, partnership formed 2008

• Designer - Heatherwick Studios, imitated the point of CDY being open to the public, making spaces, more floors

• Branding agency - Droga5, collaborated with local artists including graduates from CSM to create visuals and represent the community, integrate local culture into rebranding, sense of belonging and inclusivity

how the rebrand has altered people’s perceptions of place

• once associated with it’s utilitarian role as a Victorial coal storage facility and a symbol of industrial past, perceived as derelict, neglected adn overshadowed by broader decline of area

• revitalized image of creativity, culture, and community

• instagram shows lots of support

• article on guardian says its improved, but critical of hypocrisy and capitalism of the yards as its aimed at high-income individuals

• Anthony Gormeley who is a local complains it is not unique and criticized plans to build on an open space

relative success of the CDY rebranding

• October 2024 31 crimes were reported, decrease from the rate of 732 in 1981

• business growth with the number of firms doubling to 800 between 2010 and 2021

• large companies eg facebook, samsung and google have established a presence, 68% retailers are categorized under comparison good retialers

• does not benefit a wide range of people, just large companies and high-income locals, only few people can actually spend money there

• succesfully redeveloped from a neglected area to one generating a lot of money and being an economic success but it doesnt benefit the whole community as advertised, so not a complete success