FASCINATION STREET

Grouped retail environments hardly represent a brand new concept, therefore to encourage a discerning shopper to venture to new retail pastures, the quality of both location and retailer has to be well out of the ordinary. However, before attracting the shopper comes attracting the name' retailers, who, like their patrons, prefer to be seen only in the most fashionable places.

Global trends would suggest that today, these are both-sides-of-the-street, single-landlord retail precincts that scream "place to be" from every vibrant frontage and every harmonising street lamp or awning. These niche shopping meccas are found everywhere from Kings Road, Chelsea, to Chapel Street in Melbourne and now in Nuffield Street, Newmarket.

Nuffield Street, a comprehensive rethink and grouping of existing buildings, is owned and managed by Westfield New Zealand. Development manager Peter Tuck says creating an international-class retail precinct meant looking to the world, but also doing ground work closer to home.

"Nuffield Street is a result of close consultation with all the various stake holders, including Auckland City Council, the Newmarket Business Association, the Newmarket Historical Society, the Historic Places Trust, the Urban Design Panel, members of the public and retailers," he says. "Feedback suggested people wanted to see the original buildings retained and refurbished to create a harmonious, self-referencing precinct."

The end result is 29 fully-leased stores on both sides of the street, with foot traffic so heavy that the city council has been asked to widen the pavements. The spread of retail runs from a jewellery shop to 19 fashion stores, two home retailers and a florist. Of these shops, only two already have stores in existing Westfield centres, while 10 are completely new to New Zealand.

"The precinct's single-owner nature meant boutique shops would have a well-groomed environment, with the expectation of equally well-heeled neighbours."

Names read like a who's who of retail and include the likes of Nest, Karen Millen UK, Trelise Cooper Kids and Alannah Hill. The upmarket environment also boasts six cafe-restaurants and a bar. Refurbished office space has attracted tenancies from Watercare NZ and Sony.

For details, contact Westfield New Zealand, phone (09) 978 5050 Website: www.westfield.com.

Story by: Trendsideas