Russian TV crew film North Shields shop

Jun 8 2010 by Tony Henderson, The Journal

THE Russians went shopping for ideas in a Tyneside town centre yesterday.

A Russian TV crew filmed as an empty unit in Howard Street in North Shields was transformed into a make-believe hairdressing salon.

Earlier this year, the vacant former Select store in the centre of Whitley Bay was the first to be given the design treatment – giving the impression that units are occupied – and took on the appearance of a high quality delicatessen.

The colourful graphic designs – which can feature a range of different shop types – are either taped inside the windows or screwed to the fascia.

Yesterday it was the turn of the former Fresh estate agency in North Shields.

The technique has prompted interest from South Africa, Australia, Germany – and Russia.

The filming was carried out yesterday by the Russian National state-owned TV broadcaster RTR, which is making a programme about the fake shop fronts in North Tyneside.

RTR is Russia’s leading television channel, part of the VGTRK holding company, which includes five TV channels and three radio stations.

Its coverage area includes 98% of Russia’s territory, with an audience estimated at around 130 million people.

The team was greeted by North Tyneside Council’s Mayor Linda Arkley, who said: “These window treatments are one way in which we are backing our local businesses.

“The treatment in Whitley Bay proved popular, resulting in a significant number of inquiries, contributing to the reduction of empty properties.

“We are now confident the latest shop front will help attract possible investors to North Shields.

“If a unit is due to be left empty, this initiative is an inventive and cost-effective means by which we can keep our High Streets looking vibrant, which is crucial to the long-term success of our town centres.”

John Fleet, council town centres manager, said that a unit in Wallsend would be next on the list.

Since Christmas the number of vacant units in Whitley Bay had fallen by 15%.

He said that the interest in the transformation technique had been “absolutely phenomenal. It is an imaginative idea which intrigues people.

“It raises the profile of a property. We don’t want a street of virtual shops, but this makes streets with empty units more attractive, removes potential eyesores, and gives ideas for starting up businesses.”