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Bringing co-living to Leeds with Watkin Jones: A new vision for city living

Client: Watkin Jones

Sectors: Built Environment,

Services: Public Consultation & Stakeholder Engagement,

The client

Watkin Jones is a leading UK developer specialising in purpose-built student accommodation (PBSA) and build-to-rent (BTR) developments. With over 230 years of experience, the company has delivered high-quality residential schemes across the country, partnering with institutional investors to create sustainable, community-focused living spaces. In addition to development, Watkin Jones offers property management services through its Fresh brand, ensuring long-term value for residents and stakeholders. Their expertise in forward-funding models and regeneration projects positions them as a key player in shaping modern urban living.

The challenge

Watkin Jones approached Social to support them in  bringing forward plans to redevelop the prominent former Direct Line head office building on the Headrow in Leeds into co-living accommodation.

The proposals included:

  • Retention of existing ground floor retail
  • Retention of the prominent building, refreshed and brought back into use
  • 230 new city centre homes, bringing new choice and variety to the housing mix
  • Generous amenity space including lounges, large shared kitchens and private dining areas, commercial grade co-working space, gym facilities, cinema, library and games room

Headrow House is a prominent and well-known building in the city. Co-living is a new residential offer not yet established in the city, and therefore much interest was expected from stakeholders and decision makers.

The building is located within a busy shopping area of Leeds and is close to a number of small, medium and large retailers. Close liaison with businesses and business organisations was paramount.

The solution

Social undertook comprehensive research into key local decision makers and influencers.

Following this, a set of key messages and project narrative were developed to carefully manage communications around the project, including considered messaging around co-living, who it would appeal to and the gap in the market it could fill.

A comprehensive engagement campaign was launched to bring the proposals to life, utilising VR headsets for people to ‘walk through’ the development and understand who would live there and experience a day in their life.

A bespoke, engaging and interactive website was created, acting as the hub for information and to gather feedback. This was complemented by targeted social media activity and advertising to reach out to a younger audience that co-living might appeal to.

Media releases were issued to local and regional press to raise awareness of the proposals. We also used leaflets to immediate neighbours around the site to provide further information and provide information on how to submit feedback by the website, a phone number and by email.

Businesses around the site were engaged with either face to face or via Leeds BID and Leeds Chamber of Commerce.

Stakeholders including Leeds Civic Trust, Leeds City Council Ward Councillors, Leeds BID, Trinity Leeds, Channel 4, Leeds University Teaching Hospitals Trust and Leeds City Council Plans Panel members were engaged through a series of meetings and briefings, facilitated by Social.

An example of co living space as seen on Watkin Jones's website.

The impact

A comprehensive programme of stakeholder engagement activity was undertaken in order to develop an understanding of co-living across the city’s stakeholder groups and answer questions that were raised. A number of representations were made in support of the planning application by neighbouring city businesses and stakeholders.

Following a lengthy planning process, Headrow House was unanimously approved by Leeds City Plans Panel in October 2024 – the first co-living scheme to be approved in the city.

As well as bringing a new type of residential offer into the city centre, reusing this former office building will deliver huge carbon savings and the quality of the design and architecture is outstanding.

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