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CRE Corner Ep#4 | How Liverpool ONE is redefining placemaking in the commercial real estate sector

David Fuller-Watts, CEO, Kinexio | Donna Howitt, Director of Place Strategy, Lioverpool ONE

17 April,2025

1 min read

CRE Podcast Ep4 – The power of placemaking

David Fuller-Watts, CEO, Kinexio | Donna Howitt, Director of Place Strategy at Liverpool ONE

Placemaking in retail destinations is here to stay

Placemaking has become more than a buzzword in commercial real estate—it’s a strategic imperative. In the latest episode of CRE Corner, Kinexio’s David Fuller-Watts sits down with Donna Howitt, Director of Place Strategy at Liverpool ONE, to unpack how a destination at the heart of one of the UK’s most iconic cities has become a masterclass in meaningful placemaking.

From the transformation of retail spaces to the power of local collaboration and storytelling, the conversation offers a blueprint for landlords, developers, and city leaders seeking to elevate their assets.

“It’s not a shopping centre—it’s a city within a city”

While many might describe Liverpool ONE as a shopping centre, Howitt is quick to reframe it: “I wouldn’t call Liverpool ONE a shopping centre… it’s a retail destination at the heart of a very iconic city that’s built on its heritage.”

Built on 42 acres of regenerated land in Liverpool’s core, Liverpool ONE was never meant to stand apart from the city—it was designed to blend seamlessly into it. “You’ve been to Liverpool yourself, and it’s not always obvious when you’re in Liverpool ONE and when you aren’t,” she explains. “That’s placemaking by design.”

The always-on art of enlivenment that impacts retail sales

One of the podcast’s highlights is Howitt’s insight into “always-on placemaking”—a continuous approach to community engagement that extends beyond seasonal programming.

She cites the long-running Tickle the Ivories piano busking festival as a perfect example.

“You walk around Liverpool ONE and you literally hear music from one street corner to the next. It’s placemaking that’s become part of the identity of the destination.”

The initiative not only encourages spontaneous creativity but has launched the careers of performers like Brad Keller, the self-taught pianist who went on to win Channel 4’s The Piano after first playing in Liverpool ONE.

Leveraging major cultural moments to drive retail footfall

Howitt reveals how Liverpool ONE’s agility allows it to harness major city-wide events to drive footfall and brand experience.

During Eurovision 2023 and Taylor Swift’s Eras Tour, Liverpool ONE played host to installations, live performances, and pop-ups that extended the cultural celebration into the city’s commercial heart.

“Music is inherent in Liverpool…we bring that to life in the streets of Liverpool ONE.” says Howitt.

These moments blur the line between cultural destination and retail hub, showing how place activations can drive both emotional engagement and commercial return.

Community building is the new commercial strategy

Behind the scenes, Liverpool ONE’s commitment to community isn’t just visitor-facing—it runs deep into tenant relations and staff wellbeing.

Howitt introduces All For ONE, a social and wellbeing programme designed for the thousands who work across the estate. From bowling nights to book clubs, it fosters connection among diverse retail and hospitality staff.

“We talk a lot about community,” she says, “but the most important community is the one working here every day.”

The programme has already yielded results: tenant satisfaction topped 90% in 2024, and an 11% increase in recycling followed a concerted focus on sustainable practices and education.

A retail mix that evolves with consumer behaviors

Retail change is constant, but for Howitt, that’s the point. “The one thing that’s been a constant has been change,” she says. Liverpool ONE has adapted by blending flagship fashion, competitive socialising, and experiential retail.

“Debenhams became Gravity Max. Zara doubled in size. Pop-ups like Sisters & Seekers drew 6,000 people in two days,” she recalls. “We’re responding to the demand for experience, for newness, for moments that resonate.”

Uniqlo and Sephora are among the major names set to join the estate in 2025, reflecting both Liverpool’s growing reputation and the asset’s agility in curating a relevant mix.

The power of collaboration in true placemaking

For Howitt, real placemaking can’t happen in isolation. “Liverpool ONE cannot succeed in isolation of the wider city and the region in which it sits,” she says.

Through partnerships with the City Council, museums, transport hubs, and the Liverpool City Region’s Visitor Economy Board, Liverpool ONE plays a proactive role in shaping the city’s tourism, accessibility, and events strategy.

“Our approach is about thinking through the eyes of the visitor. How do they arrive, how do they navigate the city? It’s about the full experience.”

Authenticity over stand alone activation

Asked for her advice to others starting their placemaking journey, Howitt’s answer is simple but profound:

“Be authentic. You can’t just stage something for one weekend and call it placemaking. It has to be rooted in your people and your place.”

Whether it’s welcoming new tenants, enhancing accessibility, or creating grassroots cultural moments, Liverpool ONE’s approach proves that successful placemaking is as much about long-term relationships as short-term activations.

See also

CRE Corner Ep#1 | Retail trends and transformations
CRE Corner Ep#2 | Mark Bruce – The role of retail data
CRE Corner Ep#3 | PropTech trends with Sammy Pahal

FAQ

What is retail placemaking?

Retail placemaking is the practice of designing and activating retail environments to create vibrant, people-focused destinations that go beyond shopping. It involves integrating culture, community, and experience into retail spaces to increase footfall, dwell time, and customer satisfaction. This can include events, public art, green spaces, pop-ups, or partnerships with local stakeholders. The goal is to build emotional connections between people and place, making retail destinations feel unique, engaging, and relevant. When done well, retail placemaking drives commercial performance by creating memorable experiences that encourage repeat visits and strengthen the overall identity of a location.

What are the 4 types of placemaking?

The four main types of placemaking are Standard, Strategic, Creative, and Tactical placemaking. Standard placemaking focuses on improving public spaces through community input and long-term investment. Strategic placemaking aligns place-based initiatives with broader economic or social goals, such as attracting talent or supporting regeneration. Creative placemaking uses arts and culture to animate spaces, often through installations or performances. Tactical placemaking involves short-term, low-cost interventions—like pop-ups or temporary activations—to test ideas and quickly enhance a space. Together, these approaches help shape places that are inclusive, dynamic, and responsive to the needs of the people who use them.

What is an example of placemaking?

A strong example of placemaking is Liverpool ONE’s “Tickle the Ivories” piano busking festival. Every summer, public pianos are placed across the retail estate, inviting passersby to play or listen, creating spontaneous cultural moments that enliven the space. This initiative blends art, community engagement, and experience in a way that enhances the emotional connection visitors have with the location. It’s accessible, inclusive, and rooted in the local identity—hallmarks of effective placemaking. The festival not only supports local talent but also drives footfall and dwell time, showing how thoughtful placemaking can benefit both people and commercial performance.

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