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London’s Theatreland is world renowned for its diverse offering. Set up in 2005, the Theatreland Steering Group aims to bring the ‘sparkle’ back to the West End’s theatres through physical improvements to the area.

As an active member of the Group, we have worked to develop a strategy for streetscape improvements in the areas around the theatres. The aim has been to work with the theatre industry and key stakeholders to strengthen the identity of London’s theatre district.

With the near-completion of street improvements, designed to make the theatres on Shaftesbury Avenue more visible, theatre owners and visitors have commented that the public realm has greatly benefited from the new sparkly quartzite and improved crossings.

A new design for street nameplates has highlighted the main streets of Theatreland, helping visitors identify the main theatre locations more easily.