Why culture must to be built into destinations from the start

Wembley Park © Chris Winter

When it comes to creating new destinations, building new neighbourhoods, or even just developing an office block, the phrase that’s front of mind for developers and built environment specialists is ESG: Environmental, Social, and Governance. Every builder and developer, when creating something new, has to seriously consider the environmental impact of their work, the social impact of their development, and how transparent and ethical their processes are.

These factors now play a key role in how buildings and places are created. While the environmental aspects of ESG have long dominated conversations in the built environment, the social impact side, particularly the role of culture in placemaking, is still evolving.

Culture is increasingly seen as part of delivering social value, but too often it’s treated as an afterthought. Developers frequently realise too late that they need more than just buildings, they need cultural infrastructure to attract people and create vibrant, lasting destinations. And when culture is treated as a “tick-box” exercise, say, by installing a mural or a sculpture at the end or halfway through of a project, it risks being ineffective. Culture isn’t window dressing.

A recent report from the London Assembly, At a Crossroads: London’s High Streets, stresses that creativity and heritage could play transformative roles in rejuvenating struggling high streets. It recommends that public art installations, murals, and interactive pieces could be effective tools for reanimating these spaces. Yet while art can brighten an area, meaningful cultural integration needs to go much deeper if it’s going to support communities, attract visitors, and create authentic places. Otherwise, these efforts risk becoming little more than gimmicks, quickly forgotten and ineffective in fostering a true sense of place.

Places getting it right: Wembley Park and the City of London

There are some places getting it right. Wembley Park is a standout example. Developer Quintain didn't just add culture as an afterthought, they made it a central pillar of their vision from the beginning. They created a dedicated cultural strategy that aligned with the area’s regeneration, partnering with cultural organisations such as the Royal Philharmonic Orchestra (which established a permanent home there), BOXPARK, the Troubadour Theatre, and experiential innovators like Secret Cinema. These collaborations weren't random, they were part of a comprehensive plan designed to build a sustainable cultural ecosystem from day one.

By weaving culture into the masterplan, Wembley Park has become more than a residential or retail destination, it's now a vibrant, year-round cultural hub that draws in visitors, supports local businesses, and builds community pride. Their approach shows the difference between adding culture on top, and building it into the foundations.

Similarly, the City of London Corporation has made culture a core expectation for all new developments. Recognising the vital role culture plays in placemaking, they now use Section 106 agreements to ensure that every major new development must include a cultural component. This could mean commissioning cultural venues, working with artists, supporting festivals, or partnering with local creative organisations. It's a clear signal that culture isn't optional, it's part of the infrastructure, just like utilities, public transport links, and green spaces.

How to build culture from the start

Meaningful cultural integration begins with creating a cultural plan at the earliest stages of development. Developers need to work closely with local organisations to tap into the existing cultural life of the area and reflect its authentic identity. It’s not just about running one-off events; it’s about building lasting infrastructure, studios, galleries, venues, and community spaces that become part of daily life.

A brilliant example is Hypha Studios, a charity that partners with developers to create affordable studios and cultural spaces by transforming vacant units. This kind of initiative shows how creativity can be embedded sustainably into new environments.

Successful cultural plans also set clear KPIs, not just measuring footfall or retail sales, but looking at community engagement, participation rates, and the long-term social value generated. And crucially, culture must be properly funded from the beginning. If it’s treated as an optional extra, it will inevitably be at risk when budgets tighten. Factoring it into the core budget ensures culture is a vital, permanent part of placemaking, not a nice-to-have.

Culture as core infrastructure

Ultimately we need a major mindset shift: culture must stop being seen as a superficial way to brighten spaces and instead be treated as critical infrastructure. Like transport links, green spaces, and utilities, culture is essential to creating thriving, resilient destinations.

Without culture, places risk becoming sterile and soulless, places people pass through rather than places they love to be or purposefully visit. If we want to create spaces that truly live, breathe, and belong, culture must be embedded from the very beginning.