A bold new vision to transform Cheltenham’s long-vacant Cavendish House site into a lively town centre hub has been unveiled. The ambitious “Cavendish Exchange” plan would feature a grand public square, stylish shopping arcades, cafés, restaurants, residences, and vibrant public spaces.
Created by Cynthia Hartmann, founder and creative director of Interior Design CH, this imaginative proposal emerged from her graduate studies at the University of Gloucestershire. The scheme has received backing from the Cheltenham Civic Society (CCS), which has helped evaluate its commercial and financial feasibility.
Although no formal planning application is expected for this £100 million reimagining, the proposal seeks to convert one of Cheltenham’s most prominent and problematic empty buildings into an active mixed-use quarter. It aims to reconnect the Promenade with Regent Street and the Everyman Theatre, revitalizing the heart of the town.
The Civic Society describes the plans as a daring and detailed evolution of their initial 2024 concept, underscoring a commitment that any future development benefits Cheltenham—not just investors. The new development promises to provide Cheltenham with a genuine civic heart and town square, injecting fresh energy and drawing footfall into the town centre.
Beyond rejuvenating the Cavendish House site, the project is expected to boost the economy of surrounding streets including Regent Street and the High Street.
The unveiling also prompts tough questions for Canada Life, the site’s owner, who have yet to present a deliverable redevelopment plan despite years of ownership. Cavendish House’s former occupant, House of Fraser, closed in April 2024, but discussions over the building’s future reportedly began over six years ago.
Hartmann’s plan involves selective demolition to create a striking new public square opening onto the Promenade. This welcoming space will reconnect Cheltenham’s key streets for the first time in decades.
Central to the design is a complete overhaul of the building’s 1960s façade. The current structure would be replaced with a series of elegant double-height glazed arches that reflect Cheltenham’s Regency architecture and international prestige, according to the Civic Society.
A grand central archway would create a prominent pedestrian route linking the Promenade, new square, Regent Street, and Everyman Theatre—facilitating natural movement and vibrant activity throughout the town centre.
The proposal includes a lively mix of uses to keep the area buzzing day and night. Ground floors would host shops, cafés, and restaurants, while upper levels would house a major food hall or destination restaurant alongside high-quality residential apartments overlooking the square and promenade.
Additionally, surviving Regency façades at the corner of Regent Street and County Court Road would be sensitively incorporated into a standalone building within the square. This space could accommodate offices, cultural venues, or even a future Cheltenham Town Council headquarters amid anticipated local government reorganisation.
Cynthia Hartmann reflects, “Working as an interior designer for fifteen years teaches you how people move through space, where they linger or leave. Cavendish House has the presence of a landmark but also acts as a barrier. This proposal aims to exchange that—reconnecting streets, restoring a fitting frontage, and creating a mixed-use public destination that successful town centres are built around. It’s a passage, a square, a gathering place.”
The Civic Society collaborated closely with Hartmann, rigorously assessing the proposal’s commercial viability. Chairman Andrew Booton emphasizes that ambitious regeneration is both possible and financially sound.
“We wanted this to be more than a student project or fantasy,” Booton said. “The plan presents a high-value mixed-use destination with homes, hospitality, retail, and public space in a prime Gloucestershire location. It promises significant long-term rental income, council tax revenue, and millions of pounds in additional spending across Cheltenham.”
However, Booton also highlights the disappointing inaction by Canada Life. “This vision, produced by a single part-time student over six months, contrasts starkly with six years of stagnation from Canada Life’s ownership. The site’s potential is clear—it needs imagination, urgency, and leadership.”
The Civic Society now urges Canada Life to either embrace the Cavendish Exchange concept or sell the site to a developer ready to act.
“Cheltenham cannot endure another half decade of excuses while this vital site decays,” Booton warned. “The town deserves ambition, confidence, and a centre that reflects its finest qualities.”
Canada Life Asset Management responded that they continue to work closely with planners: “The recent removal of the bridge to Regent Arcade marks a critical step towards Cavendish House’s wider regeneration. We remain engaged with Cheltenham Borough Council through ongoing pre-application planning.”