Regeneration has become one of the most powerful levers UK cities have to shape their futures. But in an increasingly competitive landscape, investment and development alone are no longer enough. The cities that succeed will be those that not only regenerate well, but tell the story of that regeneration clearly, consistently and confidently.
From a marketing and communications perspective, cities are brands competing for attention from occupiers, investors, talent and visitors. Decisions are no longer based solely on fundamentals or what exists on a spreadsheet; perception, clarity, and confidence also matter.
Commercial development sits at the heart of this story. Offices, mixed-use schemes and refurbished buildings are among the most visible signals of change within a city. In Glasgow, for example, CBRE reported that 2025 saw 11 office transactions totalling around £115 million, with high-quality Grade A space in extremely short supply – an indication of strong confidence in the city, despite a challenging market. Looking more broadly, Glasgow’s regeneration potential is clear. Whether it’s a future SEC expansion, the transformation of Buchanan Galleries, or the reinvention of the Met Tower, each initiative carries a story capable of defining the city’s next chapter.
Manchester also offers a complementary lesson in how narrative amplifies regeneration. The city’s infrastructure plans, including Northern Powerhouse Rail and east-west connections, are not just transport projects, they represent placemaking interventions. Improved connectivity unlocks land for development, supports higher-density regeneration, and strengthens economic clusters.
Greater Manchester has become the fastest-growing city region in the UK, with productivity and population growth outpacing national averages. Investment in advanced materials, digital, life sciences, creative industries and low-carbon technologies demonstrate how commercial development and strategic communications can position a city as a hub of innovation.
A key example is Bruntwood, which, through its SciTech venture with Legal & General, is transforming underutilised urban areas into vibrant innovation districts. Its approach blends new science and technology campuses with the revitalisation of existing buildings, the creation of engaging public spaces, and initiatives that support inclusive growth for local communities. Projects such as Sister (formerly ID Manchester) showcase how strategic regeneration can deliver both economic and social impact.
Other UK cities are telling similar stories. Birmingham’s Big City Plan and upcoming HS2 integration, Liverpool’s Knowledge Quarter and waterfront regeneration, and Leeds’ combined office and residential investments all show that regeneration, paired with a coherent narrative, attracts occupiers, investors and talent. Across these cities, commercial development is the visible, credible expression of wider ambitions.
Clarity matters because cities are competing propositions. Occupiers and investors are increasingly time-poor and choice-rich. Cities that can clearly explain what they stand for, who they are for, and where they are going are far more likely to convert interest into action. Well-communicated regeneration builds confidence, aligns stakeholders, and amplifies impact.
At BIG, we know that successful regeneration depends not just on development, but on clear, compelling communication at every stage. We have supported large-scale regeneration projects through planning application communications, branded luxury residential developments and delivered stand-out marketing collateral for Grade A commercial space.
Our experience extends across retail-led destinations, mixed-use developments, and asset management initiatives, working closely with agents, planning consultants and architects. This breadth of expertise means we are uniquely placed to help cities and developers tell their stories with clarity, consistency, and confidence. This ensures that developments not only succeed on the ground, but resonate with investors, occupiers and the wider community.
Ultimately, regeneration that stands the test of time requires more than capital and construction. It requires cities to think like communicators as well as developers. In a market where confidence attracts confidence, telling the right story is no longer optional, it is central to sustainable urban success.
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