Primera develops and leads projects that have had a transformational impact on their destinations. From public realm and placemaking to enlivenment and stakeholder engagement, we create partnerships that leave a long-lasting legacy in their local community.

PUBLIC REALM

How to future-proof our neighbourhoods? What is the best way to mitigate climate risks? How can we make our cities more people-focused? Urban areas around the world are all facing similar challenges, and tackling these issues requires a strategic, overarching approach, that takes into account the many stakeholders a place will have, with an understanding of their own objectives and challenges.

Our experienced teams have worked with public and private partners to deliver multi-million-pound public realm projects in central London that have truly transformed the neighbourhoods they sit in. These include the award-winning schemes at Strand/Aldwych and Princes Circus.

PLACEMAKING

To become a more attractive destination to live, work and visit, cities and neighbourhoods need to have their own, distinct identity. From crafting a new destination brand, to bring together disparate neighbourhoods and businesses, to developing a consumer communication strategy to attract more visitors, our teams work with internal and external stakeholders to build coherent destinations that leverage their strengths and resonate with their key audiences. Places like London Heritage Quarter have brought their neighbourhoods to life through a range of place-making activities that put the area on the map.

ENLIVENMENT

Destinations don’t exist in isolation, and successful places leverage their surroundings, the cultural agenda and the zeitgeist to build on their reputation and amplify their profile locally, nationally and globally. Primera gets under the skin of the destinations we represent and of the audiences we serve, to build enlivenment programme that generate a positive buzz. From Christmas illuminations to summer festivals, sporting activations to pop up interactive art installations, our destination marketing projects are known and loved for the impact and buzz they create year in, year out.

STAKEHOLDER ENGAGEMENT

Underpinning a successful place is a strong network of stakeholders and advocates. From stakeholder mapping to engagement programmes, our teams understand how to bring on board the people who matter. We identify the cross-cutting issues and opportunities that key partners can be brought together around, organising networking events, walkabouts and even one-to-one meetings to ensure the community in all its diversity is aligned around common goals. Our stakeholder engagement activity is purpose-led, and results driven.

“Witnessing first-hand how Primera creates and operates place partnership was truly an eye-opener. Thanks to my time spent with the Primera teams in London, I’ve been able to understand the fundamentals of place partnerships management, extend my network and bring helpful insights back with me to Santiago, Chile, to test and develop a similar model.”
ANGÉLICA FIGUEROA VALENZUELA Head of Programmes at Distrito Co, Chile
“The Board of the New Sydney Waterfront company is very excited to bring Primera’s world-leading expertise to bear on the Western Harbour Improvement District venture at such a pivotal stage of the project’s development. The team brings enormous capability and assurance to the Waterfront BID Co and to New South Wales, as we pioneer the Improvement District model in Australia”
GEOFF PARMENTER Chair of the New Sydney Waterfront Company, Australia
“Primera are laying a trail of success across central London. They have created lasting partnerships with firm foundations, focusing on common goals and by delivering against commitments.”
SIMON LOOMES Strategic Projects Director, The Portman Estate
“Strong connections give Primera the leading edge when liaising with key stakeholders and representatives.”
COLETTE O'SHEA Managing Director, London Portfolio, Land Securities
“The expertise of Ruth and her team meant that Primera has the ability to deliver across a range of sectors from establishing BIDs to creating and managing business partnerships.”
HUGH SEABORN CEO, Cadogan
“Primera are experts in their field of regeneration and business partnerships. I can only commend their knowledge, experience and delivery of projects across London.”