Case Study – Stratford, London:
London 2012 Olympics cost 12 billion and attracted 9 billion investments to East London.
Significant legacy of socio-economic improvements, however
neglected to involve local stakeholders to preserve sense of place.
Why was the London borough of Newham selected to host the
London 2012 Olympics?
• Borough with most to gain in terms of physical
regeneration.
• 1951-1975, 40,000 jobs were lost in Newham and
unemployment reached 20%.
• 2011-2014: London’s 2015 Poverty Profile showed
Newham’s unemployment rate fell by 1% to 8.6%.
Rate of workless benefit claimants dropped from 13.8% among working age people
to 10.2%.
• 2010-2015: Government’s index of multiple deprivation, Newham’s position on table
of most deprived local authority districts dropped from second to 25th
.
• Stratford’s 20-foot high ‘Fridge Mountain’ of discarded white goods.
The legacy of the 2012 London Olympic games:
Assessing the success of rebranding:
Economic = To improve wealth creation, employment and incomes.
Social = To improve the quality of life of residents.
Environmental = To improve the physical characteristics.
Quantitative Analysis = data that can be expressed numerically.
Often statistically analysed and represented visually. The Office for National Statistics (ONS)
and local authorities publish suitable data. Physical environment quality can be assessed in
regenerated areas by comparison with a non-regenerated area using a scoring system and
plotting results on a map. Pedestrian counts in retail areas could also be used.
Qualitative Analysis = non-numerical information.
Collected from sources such as interviews, websites, photos, brochures, TV, film, paintings,
books, music and cartoons.
Objectives of urban design:
• Clearly defined public and private areas.
• Attractive and well managed spaces.
• A place that is easy to get to and move through.
• Clear, recognisable image.
• Can be adpated into the future.
• Variety and choice in the economic and social activities taking place.
• Distinct identity- tradition with innovation.
Assessing Rebranding:
• Design of buildings and public-spaces.
• Demographic change
• Crime statistics
• Perceptions
• Catchment area for retail, leisure and employment.
• Retail, number and types of shops.
• Occupations of residents.
• Map evidence before and after, e.g – OS
• Photos before and after.