Unibail-Rodamco-Westfield has begun consultation on a Masterplan Framework that incorporates the Whitgift Centre, Allders and the immediate surrounding area of Croydon’s town centre, CoStar News can reveal.
The area is branded as "The North End Quarter" by Croydon Council in its emerging Local Plan. URW said the framework intends to establish principles to redevelop the North End Quarter into a mixed-use destination that includes homes, shops, cultural venues and public spaces.
Developed by URW, the Masterplan Framework outlines the vision and objectives for the redevelopment of the area comprising the Allders building, the Whitgift Centre, Centrale shopping centre and linked car parks and office buildings. It aims to unlock a huge development opportunity dogged by delays over the past two decades.
Allies and Morrison has been appointed as the lead architect to develop the masterplan scheme.
Initial proposals suggest a reduction of the current retail, which is around 1.9 million square feet, to between 700,000 square feet and 1 million square feet of "flexible form retail and related uses", complemented by new workspace while maintaining Croydon’s Metropolitan Centre status during any redevelopment phase. There will be new leisure, culture and flexible workspace uses.
The aim is to exceed the minimum homes in the emerging Local Plan of circa 1,250 to 3,000 new homes while the regeneration should also accommodate suitable levels of community and workspace uses at between 300,000 square feet and 700,000 square feet. Taller buildings would be developed on Wellesley Road.
The parties said there will be a network of public spaces, green areas and pedestrian friendly streets. There will also be homes across a range of different tenures encompassing market sale, build-to-rent, student, co-living and supported housing.
Historic landmarks like the Whitgift Almshouses and Allders will be protected and integrated. URW said 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, which is launching at Croydon Urban Room in the Whitgift centre, URW is also recruiting for a NextGen Panel, a group of local people aged 16-25 to work with the design team in a series of regular design workshops and learning new skills.
Scott Parsons, chief operating officer, Unibail-Rodamco-Westfield said in a statement: “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 launched today 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, mayor of Croydon, added: “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.”
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.”
The 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, to shape the plans before a planning application is submitted.
URW said it has already made a start on redeveloping Croydon’s town centre. Costa del Croydon ran for the month of August and turned the top level of Centrale’s multi-storey car park into a beach attracting 30,000 people.
In September, construction work began on Allders to bring the former department store back into use while preserving the historic building on North End. Five shops and two food outlets will be accommodated on the ground floor of Allders next year.
URW is also working with the council on improvements to North End including opening an "Urban Room" inside the Whitgift centre as a space for people to discuss the future of the town centre.
URW said it is actively exploring more temporary uses for empty shops, offices and car parks across the site, bringing more new retail spaces, space for arts and performance.
Unibail-Rodamco-Westfield took control of the redevelopment of the centre of Croydon in south London after buying out long-term 50:50 joint venture partner Hammerson in a major transaction exclusively revealed by CoStar News last year.
The French real estate giant inherited its position in the development after it bought Australia's Westfield. It completed the acquisition of Hammerson’s 50% stake in the Croydon Partnership, a 10-hectare parcel which includes the Whitgift and Centrale shopping centres as well as high street retail frontage, office blocks and multistorey car parks.
That sale terminated decade-long plans for the partners to combine their separate interests in Croydon's two main shopping centres – Centrale in Hammerson's case and the Whitgift Centre, where URW was development partner for the Whitgift Foundation, to build out what would be London's last major retail destination. The Whitgift Foundation is a charity that dates back 426 years to the Hospital of the Holy Trinity and uses its land and assets to help people in Croydon.
The plans have been through several iterations as the partners reacted to worsening sentiment around physical retail as well as the pandemic over the past 10 years.
Unibail-Rodamco-Westfield has been working up a revised masterplan pivoting the development away from a retail-led complex to a mixed-use development.
This story has been updated on 12 November to add more detail of the plans.