Selling Urban Housing in London. Can High-density Urban Living Be Sold to a Sceptical British Public? Distinction, Mobility, and Control over Environment

Abstract

Marketing materials from brownfield housing developments in London are analysed in order to evaluate the extent to which the British government's 'urban renaissance' goals can overcome public scepticism and a historical distaste for high-density urban living. A case study of Tunnel Wharf in Rotherhithe is presented along with a broader analysis of marketing materials from other developments. These marketing efforts suggest that urban living can be successfully sold to some segments of the British public, in large part by playing to cities' natural strengths. However, these sales pitches rely heavily on appeals to such themes as exclusivity and the ability to control one's environment, and thus raise broader questions about the viability and coherence of the urban renaissance vision. Specifically, it is suggested that the psychological response to increased urban densities may imply possible trade-offs between the preservation of countryside and the promotion of 'urbanity' in cities.