One of London's most respected urban developments, The Brunswick, in Bloomsbury, London is being extensively restored by property company Allied London to create a more pleasant place.

The development, over 55,000sqm (over 6 acres), comprises 40 retail units, 400 residential flats and 500 secure car parking spaces and is home to one of London's leading art house cinemas, The Renoir.

The grade II listed London landmark was conceived in the 1960's by the architect Patrick Hodgkinson, still renowned for this recognisable iconic building and its awesome concrete and glass mega structure.

Allied London who purchased the property in 1998, have been working with Patrick Hodgkinson and architects, Levitt Bernstein to create a £20 million development programme that will respect the needs of the local residents and business people while retaining the building's original architectural presence.

The re-development works will greatly enhance the environment and the public realm, increase the size of the retail units and provide quality space, provide a comprehensive repair of the external fabric of the building, ensure a complete transformation of the building's physical environment, including renewal of the public entrances, paving, landscaping and lighting and full 24-hour on-site management and security with a new CCTV installation.

A public art programme between Allied London, a local artist and curator, residents and members of the local community has been incorporated into the design process.

The anchor fashion offers are clothing giant, French Connection who has leased 302sqm/ 3,250sq ft and Oasis who has signed up for 223sqm/2,400 sq ft. In addition Superdrug has pre let 358sqm/3,853 sq ft t to complement the scheme's 3,900sqm/43,000 sq ft anchor superstore Safeway, whilst Starbucks has become the first catering outlet to commit to the Brunswick.

The latest deal to be signed will see Nando's take a restaurant of 322 sqm/3,466 sq ft. There is now one unit remaining for restaurant use facing the Renoir Cinema and providing a total of 411 sqm/4,424 sq ft with 232 sqm/2,497 sq ft on the ground floor.

Allied London Project Director, Neil Carron, says, "Allied London is honouring the building's original intention and will bring back the vibrant commercial life into the building and ensure proper shopping facilities for Bloomsbury.

"Bloomsbury is a changing area and Allied London has recognised the importance of this. It is crucial that the positioning of The Brunswick is equally where we want it to be in 2010 as much as 2005 when it should still be urban, dynamic, modern and suitable."

Allied London will create a community leisure and retail venue of quality with a relaxed feel for local people and visitors to eat, drink and shop or just enjoy the surroundings, at any time of the day. This will be provided by shops and restaurants with prominent frontage onto the central pedestrianised area and outside seating. Peter Cooper, Retail Director at Allied London Properties said, "Allied London's experience of creating the right tenant mix for an area such as Bloomsbury, coupled with the development skills of the team, will provide excellent trading opportunities for retailers in a Central London location and provide facilities for The Brunswick local shopper".

Original residents have seen The Brunswick's potential and many have already exercised their right to buy over the last few years. Home to a culturally diverse population, the flats have recently been snapped up by those who appreciate and admire the architectural qualities of the building. Flats have also doubled in price over the last two years – typically a 2-bedroom flat will sell for between £270,000 and £300,000.

The Brunswick located between Kings Cross and Russell Square in the heart of Bloomsbury, is close to The British Museum, the British Library and numerous tourist attractions and hotels. There are entrances on Bernard Street, Marchmont Street, Handel Street and Brunswick Square. Russell Square Station also provides easy access for workers, students and visitors.

For more information please contact Anna Coverdale or Eliza Moore at Coverdale Davis on 020 7287 9770 or e-mail eliza@coverdaledavis.com

The Brunswick Facts
The Brunswick comprises:

•	55,742sqm residential and commercial accommodation
•	Foundling Court and O'Donnell Court consisting of 400 flats
•	Car park x 2 decks for 500 cars (250 residential the other currently managed by NCP)
•	The Renoir cinema, one of London's leading art house cinemas, has two screens and 500 seats
•	Safeway, Boots plus a number of smaller independent operators

History of The Brunswick
The Brunswick is grade II listed building situated in the heart of the Bloomsbury Conservation Area between Bernard Street to the south, Brunswick Square to the east, Handel Street to the north and Marchmont Street to the west.

Designed by Patrick Hodgkinson and built in the early 1960's, the original concept for The Brunswick was a low rise development constituting an urban mix of housing, shops and offices that provided a link between Bloomsbury's square and streets.

Due to economic problems the building was never completed to the original specifications and long leases of the residential element were sold to the London Borough of Camden to provide low-income public housing.

Bloomsbury
Bloomsbury is a major residential, tourist, academic and commercial location in the heart of London with a diverse community of residents, workers, students and visitors. The popularity of Bloomsbury as an area is very important in the success of the project and The Brunswick needs to sit comfortably within that environment and appeal to the diversity of visitors.

Cultural connections
Bloomsbury is famous for its literary associations in particular the Bloomsbury Group, a body of influential writers at the turn of the century including Virginia Woolf. It therefore has much cultural significance and has been attractive to writers and artists who welcome its bohemian connections and it has been used as a film location in the Stanley Kubrick classic A Clockwork Orange.

Tourist destination
Bloomsbury is a major tourist destination. The main reasons given for visiting the Bloomsbury area (out of centre research from the Consumer Market Research Programme 1999) is as a tourist/sightseeing or to meet friends/ relatives.

The British museum alone attracts 4,800,938 visitors a year (survey of visits to visitor Attractions October 2002). In addition there is the British Library as well as Bloomsbury Square itself and Russell Square. Around the area are numerous hotels and B&B's such as The Holiday Inn, the Russell Hotel, the President hotel and the Bloomsbury Hotel.

Russell Square tube delivers some 13 million people annually with exit numbers of 21,500 weekdays and 28,781 at weekends (London Underground figures for 2002).

However, as footfall figures are declining and Bernard Street attracts only 23% of traffic flow and a peel off rate of 56% there is a great potential being wasted. Most visitors who exit the tube station turn left away from The Brunswick.

Education and Medicine
The area is also strongly associated with education and medicine with Great Ormond Street hospital, the University College London and the National Hospital. This means there is a surrounding workforce as diverse as doctors and nurses as well as porters, cleaners and of course, students. There is likely to be an influx of more students as Tavistock Place is sold to University College London for development into residential use for students and postgraduates.

Local businesses
The surrounding area is becoming a centre for media with companies such as Cable and Wireless, Time Warner, McCann Erickson and ITN all in the vicinity.

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