Case Study: Look east to Here East
In taking on 1.2 million sq ft of legacy real estate from the 2012 London Olympics, Delancey would have been forgiven for simply targeting large-scale corporate requirements for their Here East scheme.
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- The Here East team pro-actively prospect for those customers most likely to benefit from their Stratford site
- Inter-relationships are at the heart of the innovation process and are nurtured by a programme of carefully curated on-site events
- A sense of purpose and community heightens the appeal of the scheme
In taking on 1.2 million sq ft of legacy real estate from the 2012 London Olympics, Delancey would have been forgiven for simply targeting large-scale corporate requirements for their Here East scheme. Instead, they sought to respond to the innovation imperative shaping modern business by creating a new innovation district that brings together big business, universities and start-ups in a new community focused on finding alternative ways of doing things.
This isn’t merely a subtle repositioning or messaging exercise. Here East CEO, Gavin Poole, and his team pro-actively prospect for those customers most likely to benefit from the Stratford site and then immerse themselves fully into that customer’s world. This deep customer understanding develops strong empathy and rapport but also brings first-hand knowledge of the ingredients needed to create a truly innovative urban district.
Consequently, the Here East scheme has attracted no fewer than three universities – Loughborough, UCL and more recently, Staffordshire Digital Institute London – each enhancing the talent pool and academic excellence that can support occupiers in bringing ideas into commercial reality.
"Deep customer understanding develops strong empathy and rapport"
These inter-relationships are at the heart of the innovation process and are nurtured by a programme of carefully curated on-site events that enable the sharing of knowledge, expertise and contacts for mutual benefit. This sense of community is also evident within Plexal, Here East’s own innovation and co-working space found within the Press Centre building on site.
As well as providing that all-important flexibility, Plexal’s innovation team delivers programmes for clients and has a key role in connecting government, industry, academia, investors, start-ups and scale-ups to tackle some of the biggest challenges facing society.
Poole is in no doubt that this sense of purpose and community heightens the appeal of the scheme and maintains that many customers have even recalibrated their initial requirements in order to ensure access to this emerging community.