At the west end of the street, Johnnie Walker’s new global brand flagship is being built. The brand’s owner, Diageo, hopes to finish the development in Q4 2020 in time for Johnnie Walker’s 200th anniversary next year. Diageo is pouring more than £185m of investment into both the project and improvements to its distilleries throughout Scotland.

At the opposite end, the mixed-use Edinburgh St James retail scheme is expected to open in October 2020 and has already pulled in tenants from the west end of Princes Street, such as Zara, Boots, New Look and Next.

The question is whether these two schemes will be the boon that Princes Street needs or whether they will struggle in today’s weak retail market.