Bird Street, nestled in the heart of the capital’s West End, has been transformed from a previously underutilised outdoor space located off Oxford Street, to a haven of calm where visitors can relax and enjoy an innovative shopping experience, showcasing the future of the high street.

Visitors will be able to enjoy a traffic-free shopping and dining experience in an environment showcasing the latest in sustainable technologies and exciting retail technologies including mobile payment apps and incentivised digital selfie mirrors.

Bird Street are partnering with a host of tech visionaries including Pavegen and their electricity and data generating paving which will power bird sounds and lights and provide a footfall data feed; Airlabs’ ClearAir bench which removes nitrogen dioxide to create a zone of clean air Airlabs and Airlite who have created a paint which purifies the air from NOx gasses and bacteria. With the integration of these innovative technologies, Bird Street demonstrates the potential for sustainable destinations in urban environments.

The transformation of Bird Street has been spearheaded by New West End Company and Transport for London fulfilling their collective vision to transform a previously overlooked outdoor space into a blueprint for retail destinations of the future in the West End.

Jace Tyrrell, CEO, New West End Company said: “Visitors to London’s West End expect the ultimate shopping and dining experience and they won’t be disappointed. Transforming Bird Street will bring a world first offer to the West End, a space where fashion meets technology with brands set to transform the future of retail as we know it.”

Alex Williams, director of City Planning at Transport for London, said: “It’s great to see innovative ‘smart-street’ scheme delivered on Bird Street, the concepts and ideas of which could easily be adapted across London. I hope we can see further examples of this innovative 21st Century thinking in the future as we work to transform Oxford Street and the surrounding area to make it a world-class public space for all.”

The street is described as a place “where retail, fashion and lifestyle meet technology and innovation – the ultimate oasis for shoppers seeking out cutting-edge brands”.