Our Mission
We deliver experience-led venues to underestimated towns across the UK, creating catalysts for regeneration and restoring activity in the heart of communities.
We bring the creativity, commercial rigour and placemaking ambition usually associated with big-city schemes, but deliver them with local character, civic purpose and long-term impact.
Every town deserves a place to gather, eat and connect. We make that happen.
Our Story
Urban Collective was founded by three of the most experienced leaders in the UK food hall and market hall sector. Together, we combine decades of operational expertise with strategic insight shaped through some of the country’s most ambitious regeneration projects. That blend of industry knowledge and hands-on delivery is what makes us different.
For years, our team worked across the UK running, advising on and improving food halls, market halls and independent-led destinations. Along the way, we became close collaborators, sharing ideas, supporting each other’s projects and refining approaches to complex, multi-tenanted venues. Eventually, one question kept resurfacing: When are we going to do something together?
That conversation led to the creation of Next Phase in 2023. In just two years, it has become the UK’s leading specialist consultancy for food halls, markets and independent-led developments. Through Next Phase, we’ve helped councils and private developers across the country to create new destinations, strengthen existing ones and bring life back into vacant and underused buildings.
But consultancy was only part of the picture. Again and again, our clients faced the same challenge: finding a credible operator. National players focused on major cities. Smaller independents lacked the capacity to run complex regeneration projects. The operator gap was clear.
Urban Collective is how we close it. We take everything we’ve learned from running our own venues and advising on dozens more, and put it into practice to deliver the next generation of independent-led, experience-first destinations.
Hayden Ferriby
Managing Director
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Hayden is a nationally recognised expert in markets, food halls and placemaking, with more than 20 years of operational and strategic experience. He has led the transformation of sites such as Crewe Market Hall and Doncaster Wool Market, combining food, retail and cultural uses within reimagined heritage spaces.
As a former Director of Operations at Market Asset Management, Hayden was responsible for one of the UK’s largest portfolios of markets and food halls, overseeing day-to-day operations, lettings strategy and commercial planning. Today, through Next Phase, he works with councils and developers nationwide on projects from Rotherham to Grimsby, shaping business cases and strategies that unlock value and long-term sustainability. A trusted voice in the sector, Hayden is also an appointed expert to the High Streets Task Force.
Simon Anderson
Creative and F&B Director
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Simon is a nationally respected leader in hospitality and food hall innovation, with over two decades of experience delivering commercially successful, community-focused destinations. As Co-Founder and Creative Lead of Market Halls, he scaled the business into the UK’s foremost food hall brand, with award-winning sites in Fulham, Victoria, Oxford Street and Canary Wharf.
Simon has also advised on major regeneration projects in the UK and internationally, including Shelter Hall in Brighton, the $5bn Msheireb Downtown development in Doha and Iceland’s Old Dairy food hall. More recently, through Next Phase, he has led food strategy and vendor development on projects such as The Three Mills, Feast at the Mills and Cotton Works in Wigan. His expertise lies in blending brand, place identity and operational delivery to create vibrant venues that support local independents while driving regeneration outcomes.
Emma Forbes
Commercial Director
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Emma is a commercial strategist and regeneration specialist with a track record across more than 60 UK market and food hall projects. As Business Development Manager for Market Asset Management, she worked on high-profile schemes including Doncaster Wool Market, Crewe Market Hall, Sheffield Plate and Darlington Market, where she specialised in commercial planning, mobilisation and trader and community engagement.
As Co-Founder of Next Phase, Emma advises councils and developers on both feasibility and live delivery, producing business cases, financial plans and tenant strategies that balance commercial rigour with civic outcomes. She has worked directly with hundreds of independent businesses, curating diverse tenant mixes and supporting their long-term success. Emma is a member of the Institute of Place Management and a qualified CIPFA practitioner in Green Book Better Business Cases.
Our Background
Before founding Urban Collective, our team helped shape some of the UK’s most ambitious market and food hall projects through both operational leadership and consultancy. Here are just a few of the destinations we’ve been involved in: