Owned by Arcadia, Nike Town are one of the primary tenants at 214-236 Oxford Street. Their overarching ambition was to enhance their retail offer and the customer experience at the site, providing a bespoke retail offer which would extend their existing retail floorspace to the upper levels of this iconic Grade II listed building.

Iceni obtained planning permission for extensive works to the listed building and changes of use to enable a pioneering ‘last-mile’ trainer delivery service. The new floorspace will be used to create a new unique, interactive shopping experience, which would also be able to host promotional events, and for the first time provide public access to the grand vaulted fourth floor space within this Grade II listed building.

We have advised Nike Town in connection with their wider ambitions to transform their current retail operations at the Oxford Street site from the standard retail experience to a “House of Innovation” store which would result in Nike Town’s London store becoming known globally, similar to their current New York and Shanghai stores and proposed stores in Paris and Tokyo. Iceni demonstrated to Westminster Council that Nike Town’s ambition to transform the London store to a globally prestigious store would support the Council’s ambition to retain Oxford Street as the retail centre of London and a world class retail destination.

Iceni also provided advice and obtained planning permission for alterations to a ground floor retail unit on the corner of Oxford Street and Great Portland Street including installation of a new shopfront and signage along both frontages. The resulting proposal provides a new, high quality shopfront and improves access arrangements to the existing retail unit on this Grade II listed building.