Retail Property - New 'swing' for Carnaby Street

Property company Shaftesbury is hoping to introduce new signage able to keep pace with the evolving retail face of its Carnaby Street estate in London's West End.

Free-standing and wall-mounted signs, designed to drive footfall into the area, have been installed by London-based creative agency JPCreative.

Now planning permission is to be sought for eight upgraded free-standing signs at the estate's boundaries, which can incorporate changes to Carnaby Street's retail line-up. JPCreative creative director Jeannette Pritchard said the free-standing signs would provide 'a more versatile system that can cope with changes'.

Wall-mounted signs, still being installed around the Carnaby Street estate, employ Dotran back-lit graphics. These are easily replaceable to show new retail outlets.

Shaftesbury acquired the bulk of its Carnaby Street estate, still synonymous with the 'Swinging Sixties', in 1997 and has poured£200 million into regenerating the area as a location for high profile retailers. These now include Miss Sixty, O'Neill, Diesel, Puma, Sweaty Betty and Ben Sherman.