Facing the “locomotive” of rue d’Alsace-Lorraine, Toulouse will revitalize another commercial axis
By David Saint-Sernin
Published on
While Saint Rome street has been losing momentum for fifteen years, that the Alsace-Lorraine street took advantage of its pedestrian development, now ten years old, to become the indisputable “locomotive” of commerce in the city centre, the City of Toulouse is now working to revitalize a second major commercial axis of the hypercentre.
This is the axis going from the allées Jean-Jaurès to the place du Capitoleone of the main axes for pedestrians in the city centre.
Incessant upheavals
“Very clearly, we think that we are not at the maximum of the potential of attractiveness of the place”, estimates Olivier Arsac, the deputy in charge of shops at the town hall of Toulouse.
It must be said that this ax has undergone several upheavals for fifteen years. In particular, it has been the subject of incessant urban development with long periods of work: the redevelopment of the Square de Gaulle in 2012, the pedestrianization of rue d’Alsace-Lorraine completed in 2013, the new traffic plan for the Place du Capitole in 2013, the delivery of the ramblas of Jean-Jaurès end of 2019…
Signs that are leaving
On the commercial level, the last ten years have seen the departure of many emblematic brands in this area: the Castela bookstore in 2013 on Place du Capitole, the Cartouche brand in July 2019 and the Les Gémeaux boutique in 2020 on Place Wilson. And above all the closure of the UGC cinema on the Roosevelt alleys in 2019, of the Flunch on the Jean-Jaurès alleys in 2018 and of the Air France store, still in 2021.
Conversely, this commercial axis has seen the arrival of new national or international catering brands such as Grand-Fernand in 2016, Starbucks, also in 2016, Burger King in 2018.
A sinister axe?
These constant changes, the end of the UGC cinema, the arrival of many fast food brands in the sector, have not boosted the attractiveness of the axis that the town hall now wants to revitalize.
Worse no doubt, the multiplication of sign departures from Place Wilson and the incessant traffic in front of the Jean-Jaurès metro station had reinforced the feeling of a decline in the attractiveness of the sector when this axis has probably never been so borrowed by the people of Toulouse.
From a transit axis to a living axis
Change the Jean-Jaurès-place du Capitole axis from a transit axis to reach the Capitole from the metro to an axis where you can move around easily and where you stop to spend a moment or Consuming is what the town hall of Toulouse wants, which wants to activate several levers to do so.
While waiting to learn more about the projects that will replace the former UGC, where a single brand will be set up whose activity will be non-food and predominantly cultural, and the former Flunch, the town hall is advancing several ways to boost the attractiveness of the various sites.
New for the Jean-Jaurès kiosks
This is particularly the case on the François-Mitterrand esplanade, near the Jean-Jaurès station, where new businesses and services must insert the historical kiosks visible in this place for more than a hundred years.
To drive this change, the town hall of Toulouse, owner of the six kiosks, decided to concede the exploitation, in the form of a concession of service. A public market was launched in the spring and candidates had until June 30, 2022 to submit their application. Seat of your choice. On what basis?
A few weeks ago, Christophe Alvès, municipal councilor responsible for the commercial occupation of the public domainexplained to Toulouse News :
“Today, the public space around kiosks is very messy and it’s very complicated for traders. The idea for this well-known place is to offer new services, positively occupy the public space, extend the opening hours and thus make the place more attractive. We can imagine beautiful green terraces to embellish this space and we want a varied commercial offer accompanied by occasional events. We want something beautiful and an attractive commercial offer”.
Maintaining “qualitative brands”
“We have to occupy the public space. The commercial and tourist route of the city center must begin there. On the esplanade of the kiosks, it is a qualitative renaissance that we want”, assures Olivier Arsac.
Advancing towards the Capitol, the arrival of Maison Ladurée, well known for its macaroons, was announced at Place Wilson. “This will help to restore the image”, thinks Olivier Arsac for whom “Toulouse, on its ability to attract quality brands is not so badly placed as that compared to cities of similar size”.
Maison Ladurée and soon others? This is what Olivier Arsac wants, from Jean-Jaurès to the Capitol.
The end of concrete blocks
To do this, the town hall is working, in consultation with the Chamber of Commerce and Industry, with a few local entrepreneurs on the axes to be worked on to attract brands, in particular luxury brands and some innovative concepts, to the city center.
While awaiting their observations and recommendations, the municipality will continue to work on improving the public space.
This will go through short-term measures: “Within three months, we will take measures so that the concrete blocks disappear in the city center”, announces Olivier Arsac. Concrete blocks that are very present, especially since the Nice attack in 2016.
Arcades and terraces on the Place du Capitole
Place du Capitole should also be readjusted. “We find that the Arcades are overcrowded with furniture from the restaurants and cafés on the square. In discussion with them, we will have to find solutions to free up these arcades and thus enhance the architecture of the buildings. The passage will have to be left free which is not the case today”.
The outdoor terraces, whose extension was authorized during the covid period, will be maintained. “These covid terraces have been upgraded with an effort that has been made on the furniture and the harmonization of the furniture. This is why we are in favor of keeping them. In return, the café owners will have to continue their efforts by sprucing up the terraces and continuing to harmonize the furniture to achieve the highest quality layout possible,” says Olivier Arsac.
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