The revitalisation of London’s Oxford Street continues. The latest campaign aims to introduce “new and exciting brands and creatives” to fill vacant premises.

Sneaker brand Canvvs and eight-year-old British contemporary knitwear label Hades are among a small group of retailers given the opportunity to open a temporary store on the capital’s key shopping thoroughfare.

The custom sneaker brand (whose products have been worn by Ed Sheeran and Gareth Southgate’s England squad) and Hades were among 800 applicants and will be the first stores to open as part of a landmark project by Westminster City Council.

They will open in the coming months “as part of a multi-million-pound campaign to rejuvenate the world-famous destination”.

It’s part of the ‘Meanwhile On’ project, set up to provide prime location store space for innovative brands at reduced rent. They will be using both vacant spaces on Oxford Street and, in some cases, those formerly occupied by low-quality businesses such as the notorious candy stores. The new units are close to Bond Street tube station.

The three-year campaign offers each chosen brand a prime store location “with significant relief on business rates, budget for store design, and operational and promotional support” along with mentoring from project delivery partner Someday Studios.

Alex Murray, Canvvs founder, said: “Our mission is to empower sneaker creators, and being centre stage in such an iconic location will help us to uplift a huge range of new talent.

“We will be showcasing and supporting a community of local creators at the store who until now have been underserved, underrepresented and largely undiscovered. Canvvs is changing this dynamic and shining a light on this fast-growing group of entrepreneurial and deserving individuals.

“It’s an incredible opportunity to bring wearable art and unexpected experiences into the spotlight, and we can’t wait to start trading.”

Hades will open at the start of September and is one of the first of the four businesses to launch. Its founder Cassie Holland said: “As an independent brand, the opportunity to present our collections to both existing and new customers in-person, in such a strong location, is extremely exciting. We are grateful to have a space where we can connect with customers in a new and more direct way than ever before. Through the store, we will showcase Hades and British manufacturing.”

Cllr Geoff Barraclough, Cabinet Member for Planning and Economic Development added: “By supporting these new small businesses with reduced rent and business rates and promotional and operational support – in the heart of London’s West End – we hope this provides them with a platform for growth and contributes to the diversification and rejuvenation of our high streets, especially Oxford Street.”

Michael Lawrence, Head of Retail at the scheme’s backer Royal London Asset Management Property, also said: “As a long-term investor in the area, we are committed to ensuring Mayfair continues to offer its visitors a first-class retail experience – which we understand to mean a diverse, quality offering.”