Making Public Space Hip

The group tasked with reenergizing Bermondsey Square in southeast London see their target audience as "urban safarians."

1 minute read

June 1, 2009, 6:00 AM PDT

By Tim Halbur


"Buildings that sound like fashion brands. Celebrity endorsements. Loft living in Accrington Let's face it, urban regeneration since the nineties has been built on the premise that you can design, build and market the concept of coolness.

This is not an idea that is lost on Igloo, the regeneration body behind Bermondsey Square, a new public space and mixed-use scheme in south-east London that has aspirations of serious cool. It wears its trendiness on its sleeve, from the bespoke bike shed in the corner of the square to the lighting scheme and landscaped street furniture in its central plaza. Eastenders this is not.

"Urban safarians is what we call them," says David Roberts, Igloo's deputy managing director, of the target demographic for the square. "People who are attracted to the vibe that comes from inner-city living."

Bermondsey Square is Igloo Regeneration's first development in London, following the successful completion of phase one of Islington Wharf in Manchester, as part of its Isis joint venture with British Waterways. Like Urban Splash, Igloo believes in using imaginative architecture to bring a distinct urban identity to its inner-city developments."

Friday, May 29, 2009 in Building

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 2, 2025 - Diana Ionescu

Map of Haussmann's redesign of Paris in the 1850s through 1870s under Napoleon III.

In Urban Planning, AI Prompting Could be the New Design Thinking

Creativity has long been key to great urban design. What if we see AI as our new creative partner?

June 30, 2025 - Tom Sanchez

Sign in front of building for seior services center in St. Petersburg, Fl.

Florida Seniors Face Rising Homelessness Risk

High housing costs are pushing more seniors, many of them on a fixed income, into homelessness.

1 hour ago - WESH

Boston Red Line train with skyline in background.

Massachusetts Budget Helps Close MBTA Budget Gap

The budget signed by Gov. Maura Healey includes $470 million in MBTA funding for the next fiscal year.

2 hours ago - Smart Cities Dive

View down center of street in Milwaukee, Wisconsin

Milwaukee Launches Vision Zero Plan

Seven years after the city signed its Complete Streets Policy, the city is doubling down on its efforts to eliminate traffic deaths.

3 hours ago - Urban Milwaukee

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.

Associate/Senior Planner

Gallatin County Department of Planning & Community Development

Senior Planner

Heyer Gruel & Associates PA