Unibail-Rodamco-Westfield (URW) has begun consultation on a Masterplan Framework that incorporates the Whitgift Centre, Allders and the immediate surrounding area of Croydon’s town centre, branded as ‘The North End Quarter’ by Croydon Council in their emerging Local Plan.

The Framework intends to establish principles to transform the North End Quarter into a vibrant, mixed-use destination that brings together homes, shops, cultural venues and public spaces. It will make a major contribution to the creation of a dynamic, forward-looking town centre that reflects local ambitions and secures a bold future for the area.

Developed by URW, the Masterplan Framework outlines the vision and objectives for the transformation of the area comprising the iconic Allders building, the Whitgift Centre, Centrale shopping centre and linked car parks and office buildings.

London practice Allies and Morrison, the architects behind successful urban regeneration projects such as King’s Cross and the Olympic Legacy masterplan in Stratford, has been appointed as the lead architect to develop the masterplan scheme.

The North End Quarter masterplan will see the delivery of a more sustainable and better-connected town centre core through a network of public spaces, green areas and pedestrian friendly streets. The Framework also responds to urgent local housing need through the creation of new homes across a range of different tenures encompassing market sale, build-to-rent, student, co-living, and supported housing, designed to cater to varied demographics and cultivate a multi-generational community.

Historic landmarks like the Whitgift Almshouses and Allders will be protected and integrated into the future vision for this part of Croydon. The plans will celebrate Croydon’s unique heritage, ensuring that the town’s history, diversity, and community spirit are integrated into the redevelopment proposals. The Framework will align and complement with the work underway by Croydon Council to create a Town Centre Regeneration Strategy for the wider town centre area.

As part of consultation on the Framework launched at Croydon Urban Room, URW is also launching recruitment for their NextGen Panel. This group of local young people aged 16-25 will become a permanent fixture of the project, working directly with the design team in a series of regular design workshops and learning new skills in return. The NextGen panel is recruiting now at urwcroydon.com and will meet alongside workshop groups open to all ages in 2025.

Scott Parsons, Chief Operating Officer, Unibail-Rodamco-Westfield said: “Our vision for the North End Quarter will drive major positive change, establishing a thriving heart of Croydon that is inclusive and welcoming for all. We know there is a strong desire from residents, businesses and stakeholders to see progress in the town and our goal is to harness Croydon’s creativity, youth and connectivity to develop a scheme that leverages its strengths with a diverse economy across retail, finance, community and the arts.

“The Masterplan Framework consultation is a tool for discussion and consensus. It’s a roadmap for change, addressing the challenges of the past and embracing the opportunities of the future. We welcome feedback from the community and stakeholders on the vision unveiled today and will continue to evolve our plans for Croydon in partnership with the people who live and work here.”

Jason Perry, Executive Mayor of Croydon, said: “The regeneration of Croydon town centre remains a top priority, and we have been working closely with URW so that our vision for the future of Croydon is aligned with the plans they are consulting on.

“We welcome this important next step in the preparation of their masterplan for the North End area – to create a vibrant place for people to live, work and visit. We hope to see many of our residents, including our young people, visiting Croydon Urban Room to find out more.”

Paul Eaton, Partner, Allies and Morrison said: “The Masterplan Framework focuses on revitalising the centre of Croydon; transforming it with green pedestrian-friendly routes and public spaces, high quality homes and thriving retail and community spaces. We look forward to working with Croydon’s many communities to progress this ambitious and exciting vision.”

This initial phase of consultation is open from 12 – 29 November 2024 and is the first of a series of public consultation activities on the Masterplan which will run throughout 2025, helping to shape the plans before a planning application is submitted. In the meantime, members of the community can:

  • Complete the online survey, setting out your thoughts on the Masterplan Framework, your ideas on what we should do next, and what you’d like to see prioritised.
  • Register your interest to take part in the NextGen youth panel. These will be paid opportunities open to people between the ages of 16-25 to learn more about the development process and help shape the proposals.
  • Register your interest to participate in other community activities such as design workshops, site tours, online meetings, or suggest where you’d like to see community pop-up events in the future.