BEHIND THE LENS
Insights & observations from my travels on Design, Hospitality & Hotels
Case Study:
Manchester - An Unfinished Symphony
A Grade II listed former civic building in central Manchester is the perfect case study to apply my full Narrative of Place process. Built during the city's industrial rise, the building was decommissioned in the mid-80s and is now being reinvented as a key destination in the city's cultural landscape. Like a film production where every element serves the same story, this case study shows how the Narrative of Place method transforms architectural potential into distinctive destinations. It's a project that needed a concept to honour its civic legacy while repurposing it for the 21st-century.
DISCOVERY PHASE: Site & Market
Step 1: Brief Development
Creative brief alignment - understanding vision, site, location, and market connections.
Mixed-use developments integrating workspace, hospitality, and retail have become common practice in urban regeneration. In this city, the breadth of regeneration projects shows how vital it is that new projects differentiate themselves. Establishing a clear brief highlighting specific project aims is core to this process.
As the UK's second most visited city it has seen exponential growth since the 90's. Its makeup fully supporting ambitious mixed-use development: two world-famous football teams, 400,000 people employed in hospitality, a £1 billion conference and events industry all contribute to continual regeneration and investment. The city has exceptional local and national transport links, is steeped in arts and culture and has one of the most vibrant music scenes in the UK. Stockport, in fact, being home to one of the first professional recording studios outside London, Strawberry Studios. While established London brands are moving north, the city's food and drink culture holds its own and continues to evolve with innovative chefs and restaurants making their mark. Brief development focused on how this specific heritage building could leverage the city's creative economy momentum. My research revealed an an opportunity to create a dedicated place that would serve the growing creative industries while honouring the building's civic legacy. Not just another mixed-use development, but cultural infrastructure that strengthens the city's creative ecosystem
Step 3: Market Analysis
Mapping the current market - existing competition, customer patterns, industry trends, and market positioning opportunities.
Market analysis was a process of research that took a wide lens on big-picture trends as well as the more detailed market factors of the given location. This meant looking at the broader hospitality trends both in the UK and beyond, as well as putting a microscope on the city itself. I researched who the key players were, what new concepts were working, and where the competitive gaps were. The goal was to see beyond the obvious and pinpoint a clear opportunity. The key industry trends I identified were not just about what was being built and where, but how people were inhabiting and using spaces. The rise of hybrid work models had created a new type of "third place" where work blends with leisure, hotel lobbies were the new co-working spaces and delivering genuine experiences of place was demanding a premium. People are drawn to places with real stories behind them; this is where this building's foundation could provide an undeniable advantage. The city's competitive landscape is a fascinating mix of established players and new challengers, with numerous mixed-use developments and newly emerging neighbourhoods showcasing a mix of local and established UK-wide brands. Some capturing the essence of the city, while others represent a more homogeneous feel that could be placed in any number of international cities. My research revealed a clear gap in the market for a destination that was unapologetically of this city—a place full of Manchester spirit and attitude, a place that simply couldn’t exist anywhere else.
Step 4: Local Culture
Understanding the place's personality: people, character, and distinctive nuances.
I read books, watched documentaries, attended talks, and explored the city firsthand. It was a city I was familiar with, but I needed to get reacquainted, and it was the conversations with people in independent bookshops, bars, and shops that gave me a real in-person understanding of the place. Taking David Scott's approach in the book Mancunians, it is often the quieter untold stories where the true character of a place can be found. My further research into the local creative and music industries confirmed their value to the economy and the ongoing local government support for the sector. With a wealth of local talent and a national and international audience, this building could be perfectly positioned to leverage its complex series of spaces to support these industries. While AI continues to challenge white-collar professions, I believe it is ever more important to support and nurture human creativity.
My approach to creative placemaking was guided by five principles:
Curated Spaces & Activities: Offering diverse workspaces, events, wellness options, and entertainment, all reflecting the city's character.
Leveraging Local Identity: Emphasising the building's heritage, protected outdoor space, and mixed-use nature for a unique experience, prioritising eco-conscious practices.
Creating a Community Hub: Cultivating an inclusive space fostering connection, knowledge sharing, and belonging for all.
Nurturing Creativity: Providing programs, workshops, and resources across disciplines, attracting and supporting creative minds at all stages.
Destination Appeal: Offering unique events, accommodation, and F&B options to attract diverse audiences from the city and beyond.
Step 2: Reading the Site
Analyzing site situation, original purpose, historic uses, architectural style, and planning considerations.
The physical building itself was more than just a fire station. It was a uniquely designed complex that was a groundbreaking design, pioneering fire station innovation at the beginning of the 20th century. The imposing Edwardian Baroque structure wasn't only home to the fire service; it also housed servicemen and their families. Built around an inner courtyard where drills would take place, and where the children of the families could play safely—a private world for both civic duty and community life. The complex was designed as a complete civic service ecosystem under one roof, with a bank, police station, ambulance service, garages, a drill tower, and even a fully intact coroner's court. The spacial arrangements and internal details both showed a clear hierarchy indicating rank or function, with exposed conduit and bare lightbulbs in the servicemen's quarters, and more elaborate detailing for the officers qtrs and higher value operations. One of the most highly decorated rooms housed a computer system—a huge innovation at the time, the elaborate detailing indicating the importance of the room in the functional hierarchy of the complex. This was the room that raised the alarm, the place which housed one of the most important messaging systems for the city. This became a powerful thread in the story: could this again be the place that spread the word for the city?
DEVELOPMENT PHASE: Building the Story
Step 5: Concept Development
Core concept responding to brief, market opportunity, and site constraints. The proposed concept wasn't born from a single piece of inspiration; it was the knitting together of information gathered across different paths of research, fact-finding, and client briefings during the discovery phase. The deep dive into the creative industries coupled with the future AI impact on traditional white-collar jobs revealed a clear gap in the market that could speak directly to the creative spirit of the city, while the field trips revealed the local personalities reimagining northern hospitality, Manchesters interpretation of 21c F&B. Made by Manchester for Manchester. Architecturally, the building's historical design as a self-sufficient "urban village" with integrated civic functions provided a historic blueprint for a modern ecosystem. All of these aspects, the market opportunity, the future of work, and the building's own unique architecture converged to build a narrative that could only apply to this building in this location. The goal was to create a unique vision for the building and set out a blueprint to make it happen.
Step 6: Vision Translation
Touchpoints - how micro-moments reflect the core concept to create the whole experience.
Every single touchpoint needs to support the narrative; nothing is insignificant. Every detail is carefully chosen or crafted to ensure the story being told is believed. We are creating a backdrop for the experience we want our guests and tenants to have. From suppliers to operators and collaborators, each choice is a reinforcement of the core message. The building's former use as the city's major fire station prompted a trip to Kent to tour a social enterprise that recycled decommissioned fire hoses into new, usable products. The direct link to the fire service is obvious, but it was the socially responsible approach to recycling and sustainability that aligned with the future-focused business proposal. Local companies with similarly aligned philosophies were also researched as potential suppliers; a clothing brand whose focus on simple, durable workwear perfectly suited the building's heritage while also embodying a similar brand ethos sharing slogans such as ‘forget fast fashion’. Font choices were similarly researched. In this instance, Railroad Gothic was proposed as the typeface for the brand, which was not just an aesthetic choice; it was a strategic one. While it originated in the US, it is a bold font synonymous with industrial and transport signage. Originally launched in 1906, it stands as a symbol of industrial heritage and utility. It perfectly connected the building's history to its future, becoming an instantly recognisable visual signature that could resonate with the city. It’s about creating a seamless experience. Every choice, from the coffee cups to the artwork on the walls, has to align with the vision.
Step 7: Space as Storyteller
Spatial programming with aesthetics providing the backdrop for the core concept.
A portion of the old servicemen's accommodation was proposed as artists-in-residence short-stay apartments, the limited-capacity basements were proposed as recording studios and rehearsal spaces, and the former occupants' gymnasium as a future-forward wellness centre. Price-point tiered F&B spaces were proposed to provide a varied hospitality offer that included a street-facing local, a subterranean cocktail lounge, an open kitchen dining hall, and a flexible courtyard lending itself to seasonal events and activities. This was a destination designed to attract national and international creatives to live, work, and play. To be the destination for creative production in the city. As well as ensuring the planning of the hotel allowed for clear accommodation categories from the smallest 'one-night stand' rooms to the larger suites housed in the old fire chief quarters, the historic hierarchy was also used to inform the internal design—decorative elements increasing in elaboration aligned with the room category structure. The overall design approach was to allow the building's architectural legacy to speak for itself. The marks of history and time were to be left as found where physically possible—“we love you just the way you are” was the driving message of the proposal.
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Step 8: Creating the Ecosystem
Tenant mix strategy - complementary businesses supporting the narrative.
The goal was to create a self-sustaining ecosystem. The hotel, F&B, retail, and event spaces were all to support and complement each other. Tiered price points were proposed from the accessible daily cup of coffee to full dining experiences. An on-site bakery would supply the hotel and restaurant, the all-day café would supply the hotel breakfast, and workspace tenants offered incentives to purchase lunch from the on-site vendors and remain on-site for their post-work drinks. The same thought process was applied to the workspaces: how do we create a genuinely creative hub? What do we need to provide for music producers, video makers, and editors to coexist in one place, providing opportunities for both individual and collaborative working? The ecosystem's target markets were defined as: Micro-Market: The on-site community, including all tenants and their employees. The primary goal was to serve them, making their daily lives easier and more collaborative, encouraging them to stay within the building for everything from coffee and lunch to meetings and after-work drinks. Meso-Market: Locals from the city and surrounding suburbs. The goal was to attract day visitors, commuters, and people looking for new dining or social experiences. The hospitality spaces were specifically designed to be compelling destinations in their own right. Macro-Market: National and international audience targeting visitors coming to the city for major sporting events, concerts, or conferences. The goal was to provide an alternative to traditional hotel accommodations, offering a creative, authentic experience that spoke to the city's unique personality. The focus was to cultivate a vibrant creative eco-system that reached far beyond the physical walls.
DELIVERY PHASE: Development Roadmap
Step 9: The Creative Bible
Creative vision document - story, design direction, and concept framework guiding the project team.
The Creative Bible is a blueprint designed to guide every future choice, a document and framework to refer to for all future decisions. It's a recipe to follow, a script that needs to be maintained by each and every contributor. Each stakeholder can see the vision clearly, they can buy into the aims of the project and results can be measured. These documents are the cornerstone of the entire project. They are a comprehensive guide that translates the narrative into actionable design and operational principles. They can include everything from well-formed instructions for branding agencies to work from and interior design direction to outline of F&B concepts and guides to source ideal suppliers and collaborators. The Creative Bible is designed to ensure that the project team is always on the same page, preventing disjointed decisions that could dilute the core vision. It is a living document that serves as a constant point of reference, ensuring that every piece of the puzzle, from the doorknobs to the menus, contributes to a single, unified story
CONCLUSION
The former fire station was a microcosm of the city itself—a city of resilience, creativity, and constant reinvention.
My Narrative of Place method is a nine-step process that uncovered and re-imagined it for the 21c.
