HemingwayDesign has been working with the London Borough of Richmond, alongside collaborators including Untitled Practice and Urban Movement, to develop a Vision and Activation Plan for Richmond town centre.
Richmond faces challenges, but unlike many places, it doesn’t struggle with a negative image. Known for its beautiful river, green spaces, and rich history, Richmond has a strong identity that attracts residents and visitors. There is now an opportunity (and a need) to broaden this perception, by showcasing more diverse offerings and creating a dynamic, inclusive town centre that appeals to new audiences and future generations. It’s also important to address climate and environmental issues, such as climate change, flood risk, and air quality.
The Richmond Town Centre Vision responds to known issues and defines what the town can become over the next 5, 10 and 15+ years, anchored by three Place-shaping Pillars:
Global City Energy Meets Market Town Charm
Richmond is a town of striking contrasts, where the charm of a market town meets the vibrancy of a global city. It offers the serenity of the countryside within the bustling energy of London. Richmond’s distinctive blend of green spaces, historic architecture, and the Lanes converge with a thriving technology scene to create a sense of cultural vitality. A hub for arts, independent retail, and creative spaces, Richmond fosters talent, celebrates its heritage, and inspires all who visit. Through dynamic cultural programming, partnerships, and a strong support for local businesses, Richmond promises a balanced, engaging experience for all.
Space to Breathe: Escapism, Exploration & Enrichment
Richmond is a welcoming escape from the fast-paced London, offering relaxation, exploration, and enrichment through its blend of riverside views, green spaces, and cultural activities that merge leisure, nature, and heritage. Richmond balances an inviting, high-quality charm with inclusivity, fostering spaces for all ages and backgrounds. From parks to entrepreneurial ventures, it creates opportunities for youth, encourages wellness, and promotes community through arts, sports, and cultural experiences, leaving visitors inspired and connected. Richmond’s atmosphere encourages new adventures, learning, and lasting memories in a peaceful yet vibrant setting.
Natural Leaders: Champions of Environmental Action & Social Value
Richmond upon Thames is committed to being London’s greenest borough, inspired by its natural surroundings, from Royal parks to the Thames. As a ‘natural leader,’ it embodies bold, proactive environmental stewardship, promoting biodiversity, health, and sustainable living. The town is dedicated to prioritising people over traffic and sustainability over convenience, setting ambitious goals to address climate action, traffic, and air quality. Richmond seeks to lead by example with innovative, people-centred solutions, strong community engagement, and partnerships. It embraces change and pushes boundaries, positioning itself as a model for environmental action and social value, both locally and across London.
The Vision sets direction and identity, ensuring decisions made today support a vibrant, engaging, and welcoming Richmond for the future. Read the full Vision here.
Where the Vision defines long-term ambition, anchored in local ambition, identity, and opportunity, the Activation Plan focuses on what can be done now and next to bring that ambition to life. Its purpose is to translate strategy into action, identifying projects and initiatives that can begin addressing known challenges and enhancing everyday experience in Richmond town centre.
The Activation Plan identifies short, medium and long-term projects and initiatives designed to support more inclusive and welcoming streets and public spaces – creating opportunities to play, rest and have fun, improving access and connectivity across the town centre, diversify how high street and riverside spaces are used, better serve younger people and families while attracting broader audiences, and strengthen Richmond’s identity as both a local town and a wider destination.
This Activation Plan has been shaped through conversations with local residents, businesses, community groups and cultural institutions, and developed with the support of expert partners including the Thames Landscape Strategy.
Every proposed intervention is measured against Richmond’s Place-shaping Pillars – ensuring actions reflect the town’s identity and ambition. An initial budget of £1.5 million has been approved to progress four priority projects:
- Whittaker Square and Avenue: Improving the definition, greening and purpose of Whittaker Square and Avenue, unlocking potential as a key link between the town centre and riverside, transforming the area into a well-used public space that can support both everyday activities and programmed events.
- George Street: Transforming it into a more pedestrian-friendly leisure and retail destination, improving the experience for residents and visitors while supporting a more attractive and social town centre.
- Little Green: Delivering a high-quality, nature-sensitive play space to address the current lack of free, accessible facilities in the town centre.
- Wayfinding Strategy: strengthening Richmond’s identity by improving connections between the town centre, green spaces, and riverside, enhancing arrival points and visibility for independent businesses, cultural venues, and ecological assets. It will also take an arts/creative-led approach, elevating the overall experience and character of Richmond through storytelling and exploration, adding an additional placemaking layer to the town centre and riverside.
Richmond is already beginning to put their Town Centre Vision and Activation Plan into action through quick-wins and meanwhile activation. One of the first steps is Centre Stage Richmond – a free multi-arts festival that reclaims George Street and Whittaker Square, transforming the town centre into a stage, canvas, and playground, alive with music, theatre, food, art, and public participation.
