Regent Street, St James London
Today The Crown Estate and Westminster City Council announced that a landmark 200-year-old street has been renamed and we were delighted to be part of the occasion. Guests were invited to assemble in St James’s exhibition & marketing suite where the delights of the area were showcased.

Regent Street St. James’s

Products were neatly displayed in cabinets for guests to peruse, a few of these included brands such as Osprey, Floris, Sunspel, DAKS and Fortnum’s. Intricate and detailed architectural models of the St James’s expanse also gave insight into the future redevelopment of the area.

Regent Street, St James's London
Whist the sun was shining we were then lead to the base of the Crimean War Memorial in Waterloo Place to see the much anticipated unveiling.

Regent Street, St James's London
The southernmost end of Regent Street, south Piccadilly Circus, will from today be officially known as Regent Street St James’s. We were interested to hear that this is only the fourth time a street in this part of the city has been renamed in the last 20 years.

James Cooksey, Head of the St James’s Portfolio at The Crown Estate, which owns around 50% of St James’s in London’s West End, was joined by Councillor Robert Davis, Deputy Leader and Cabinet Member for the Built Environment at Westminster City Council, as they unveiled the new street sign and ushered in a new era for one of London’s most important streets.

James Cooksey commented: ‘Today’s event marks a major milestone in our 10 year vision, reconnection this street to the rest of St James’s and helping give the area a stronger sense of place. Alongside our landmark St James’s Market redevelopment, the renaming will play an important role in ensuring both Regent Street St James’s and Haymarket become distictive destinations in their own right within the historic part of the West End’

Regent Street, St James's London
Cllr Robert Davis, deputy leader of Westminster City Council, said: ‘It is a very rare that a street in Westminster is renamed. But with the opportunities, growth and development we are experiencing in the area of St James’s, we naturally want to help create a destination that visitors and Londoners can start to recognise and love with increasing numbers of people enjoying shops, bars and restaurants- this is an exciting time for central London. With more businesses moving in and setting up, our residents can make the most of the jobs and opportunities on offer’

Regent Street, St James's London
The event, developed in partnership with Westminster City Council, also marks the substantial completion of Piccadilly Two Way, Phase II, project which involved improvements to public realm and street environment around Regent Street St James’s, Haymarket, Charles II Street and Waterloo Place.

Regent Street, St James's London
Colloquially known as ‘lower’ Regent Street, construction of the thoroughfare began 200 years ago, based on the elaborate plans of John Nash, the architect responsible for much of Regency London as well as The Brighton Pavilion and Buckingham Palace, and it soon became one of the most important commercial street in London.

At that time, the creation of Regent Street and redevelopment of the area was of unprecedented scale and took 12 years to complete. Today the unveiling of Regent Street St James’s heralds the next step in an equally ambitious project, The Crown Estate’s 10 year, £500 million investment programme in St James’s, designed to preserve and enhance distinctive 21st century destinations for shoppers, diners, residents and workers in the heart of the West End.