The Meanwhile On Westminster programme is a council initiative designed to bring life back to empty spaces. This scheme offers rent-free or heavily discounted use of vacant shops in prime locations, paired with support and visibility. Below is everything you need to know: what Meanwhile On is, who it is for, how to apply, and how to make the most of it.
What Is Meanwhile On?
Meanwhile On is a programme launched by Westminster City Council (in partnership with New West End Company and specialist retail placemaking partners) to activate vacant or underused high street shops by inviting up-and-coming brands to trade in those spaces.
The idea is to breathe new life into the high street, support small business growth, and test retail concepts in high footfall locations. In particular, the Meanwhile On: Oxford Street arm of the programme offers rent-free access for selected brands in Oxford Street shops, along with support in business rates and design.
Key features include:
- Rent-free or heavily subsidised space for an initial period (often six months)
- Business rate relief (at least 70% reduction) for participating brands
- Support with design and fit out, marketing, and mentoring
- Access to premium locations that would normally be beyond reach for small brands
- Shared or single brand uses depending on property and scheme design
So far, the programme has attracted strong interest. For instance, Style Of Our Own London was selected to open a shop at 245 Regent Street under Meanwhile On, chosen from over 800 applicants.
Who Is Eligible and What Makes an Application Strong
Meanwhile On is aimed at emerging, innovative, and creative brands that don’t yet have a permanent retail footprint. It is particularly suited to:
- Start ups or small businesses looking to experiment with a store format
- Online or D2C brands seeking their first physical presence
- Concepts that bring activation, interactivity or experience to the high street
- Retailers, makers, designers, pop up concepts, experiential formats
To be competitive, your application should show that:
- You have a clear and compelling brand concept
- You have engaged online presence or community (website, social media)
- You are ready to cover operational costs (staffing, utilities, fit out) even if rent is subsidised
- You have a marketing or activation plan to drive footfall
- You can sustain beyond the initial period
Because the programme is highly competitive, many strong applications may exceed 800 in number for limited slots.
How to Apply
If you are a small business, applying to Meanwhile On Westminster could be a great first step into retail. Here are the steps on how to apply:
- Check the Meanwhile On website or council portal
Westminster publishes an application guide, often in PDF form, with required materials, timelines and eligibility - Prepare your application materials
Typically you will need:- Brand statement and concept description
- Business plan or proposal describing how you will operate
- Design concept or visual mood boards for the shop
- Financial plan or budget for costs not covered by the programme (utilities, staffing, fit out)
- Digital presence or examples of your work
- Submit by the deadline
The programme usually has defined windows for applications. For Oxford Street, applications were for units on that street for an initial six-month period. - Selection, negotiation and fit out
Selected brands negotiate the lease, service obligations and design, then begin fit out with support. You will often need to fund your own fit out (though the programme sometimes offers design grants or budgets). - Operate for the term, deliver on promises
Many agreements will require you to deliver activation, community events, marketing or programming to animate the space.
What Costs and Responsibilities You Must Cover
While rent may be waived or subsidised, you will need to manage:
- Utilities (electricity, water, heating etc.)
- Insurance, maintenance, cleaning
- Fit out and decor costs not funded by the programme
- Staffing and operating costs
- Compliance, licenses and statutory obligations
- Business rates beyond relief (if applicable)
You should budget for these in advance and ensure your application demonstrates realism in covering them.
Benefits and Risks to Consider
Benefits
- Unmatched exposure in premium retail streets
- Opportunity to test your concept in real retail conditions
- Marketing support and visibility through council and partners
- Access to a network of retailers, customers and footfall you would not normally reach
Risks
- High expectations: you will need to perform to win subsequent support or long term tenancy
- Short term nature: once the programme period ends, you may need to move or renegotiate
- Fit out, operations and overhead costs may still be heavy
- Competition is intense and many good applications may not succeed
Latest Updates and Context
In 2025 Westminster approved the use of NNDR Localism Relief to support activation in underused commercial premises, including off-high street locations. This enables up to 100% relief on business rates for eligible uses, encouraging meanwhile activation across the borough.
As part of the Fairer Economy agenda, Meanwhile On is one of several measures Westminster is deploying to fill high street vacancies and support independent retail.
Tips to Strengthen Your Application
- Focus on experience and engagement. Try to propose events, workshops, interactivity or unique features
- Be realistic about your budget and show you can manage overheads
- Use visuals such as mood boards, interior sketches, product photography
- Show how your concept aligns with the street or neighbourhood’s character
- Emphasise your commitment to staying beyond the interim period
Final Thoughts
Meanwhile On offers a rare chance for emerging brands to inhabit premium Westminster retail space at low cost and build brand legitimacy in a high profile environment. But it demands preparation, clear branding, operational readiness and creativity to win acceptance.
If you are considering applying to Meanwhile On Westminster, start by reviewing the official Westminster Meanwhile On resources, prepare your application early, and incorporate activation ideas that show you will bring life and footfall to empty high streets.
