The future of the high street Eddie McAtominey and I discuss the future of the high street. An old client of mine from when I first started working for myself! I get his last name wrong and we have a good giggle about it at the beginning. Eddie is experienced in retail design, environments, entrepreneurship and as a creative director in his own right, when I first worked into marketing I learnt huge amounts from him and his team. He started off in retail design, with a company called Fitch who is now part of WPP, Eddie designed Ed's easy diner, but he has also designed a lot of bars, running his own businesses, his skillset was environments. As he developed his business he employed lots of different types of designers, architects and his responsibility over the years was to deliver all the creative, from shop design all the way through into designing the promotional material and in fact psychology of shopping and where you place items on the shelves etc. Quite a bit of science has been involved, knowledge around all areas to make sure the projects were delivered. Eddie has done a lot of identities and recently he has done a lot of network rail identities including the Leak street arches, the graffiti arches under Waterloo.