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Those affected trade in the Hackney Wick and Fish Island area which is on the "Olympic fringe".
Mooted in the euphoric buildup to the Olympics, when every inch of the "Olympic fringe" was trying to cash in on the global mega-event by branding itself as an edgy creative quarter, the fashion hub seemed like a naive pipedream.
So it comes as a surprise to stumble into an empty builders' merchant's warehouse in Hackney Wick, in that hallowed regeneration hotspot of the "Olympic fringe", and discover an optimistic future of social housing – being built by the very local authorities themselves.
Olympic fringe benefits?
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The eastern fringe of the Olympic Park is separated from Hackney Wick by a canal, and a new bridge will provide an entrance from the east.
Last year there was a lot of concern on the fringe that the Olympic effect would keep companies away from Edinburgh this year.
Given the quality of buildings that have sprung up on the overheated fringe of the Olympic site, there is not much to inspire confidence that what comes next will be any better.
Competing views about East End life after London 2012 are sharply crystalised amid the public housing architecture of the Carpenters estate in Stratford, which stands on the fringe of the Olympic Park, overlooked by the red spirals of the Orbit tower.
We followed the Greenway to the fringes of the Olympic Park, where rolls of razor wire barred the path.
After a knee injury quickly scotched that dream, he played two seasons for the Pittsburgh Power in the Arena Football League – an alternative destination, like rugby since the game went Olympic, for those on the fringes of the NFL.
Others point to the obvious inequities of conjuring from nowhere, a stunningly manicured Olympic golf course in the green fringes of a city currently running on empty.
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