Westfield has today begun what they call “a year-long programme of engagement”, before the Paris-based shopping mall developers finally put together a planning application, by our reckoning the third, for what was once a £1.4billion regeneration scheme in Croydon town centre that was promised to be delivered by 2017.
Closed for business: After 12 years of development blight, there’s few businesses still operating in the Whitgift Centre
The latest iteration of a “masterplan” for the town centre development by Unibail-Rodamco-Westfield was supposed to have been submitted by 2023. The stock images distributed with their press release this morning are five years out of date…
Today’s announcement includes another strand of public involvement, recruitment of 16- to 25-year-old locals to become members of a consultative “NextGen Panel”.
Even by Westfield executives’ own estimates, members of that youthful NextGen Panel signing up today could be in their 40s by the time any redevelopment is completed. If they are lucky…
“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,” according to a press release issued by URW.
The accompanying online public survey, which has also gone live this morning, makes no mention whatsoever of homes or housing.
The previous planning application, submitted more than seven years ago, had sought to build profitable residential towers along Wellesley Road, with almost 1,000 homes. The next planning application, when it finally materialises, could include double that number of high-rise flats.
Footprint: URW’s latest outline of the area they might, some day, redevelop
“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,” says the company that has been making empty promises to Croydon since 2012.
According to URW, the Allders building is “iconic” (they clearly have no conception of the meaning of the word), while they are also at pains to make clear that the title “North End Quarter” is the idea of some functionary in the Croydon Council planning department, and nuffink to do with them.
Allies and Morrison architects have been confirmed as the lead on the development of the masterplan scheme – just as they were in 2013 and for the revised, second scheme which was approved five years later. The firm has also worked on the Olympic Legacy masterplan in Stratford, where Westfield managed to build a shopping centre, and at King’s Cross.
A new King’s Cross: the regeneration of a run-down, post-industrial landscape between railway lines, gas-holders and canals has taken more than 30 years
The King’s Cross project has been underway for more than 30 years, and recently saw Allies and Morrison pick up the RIBA London Award 2024 for their work that has seen new streets created, open spaces, historic buildings, schools, around 2,000 homes, office space, an art gallery, cinema, shops and a Centre for Islam.
Today, URW said of their Croydon 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 Almhouses is a listed building, so Westfield are doing no one any particular favours by choosing not to send their bulldozers in there…
“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.”
The Urban Room: one of the few retail units open at the Whitgift Centre
Westfield is using a couple of the dozens of empty units in the Whitgift Centre as the “Croydon Urban Room” for the duration of this consultation, as well as recruiting 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.”
Scott Parsons, URW’s chief operating officer, who has previously predicted that the Croydon scheme won’t be completed before 2037, said today: “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.”
Mastering the art of understatement, Parsons said: “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.” Answers on postcards only, please, from anyone who can explain just what Parsons means by any of that…
“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.”
None of which actually takes us any further forward.
The press release also included some waffle from Jason Perry, the impotent Mayor of Croydon, who probably won’t see a finished planning application until just weeks before he is due to seek re-election, having managed to deliver nothing substantive in the town centre during his four-year term as Mayor. “The regeneration of Croydon town centre remains a top priority,” Perry said.
A big clue regarding the way that Westfield and their architects may be looking for this revised scheme comes in Q5 of the online survey (the one that makes no mention of housing).
Our survey says: Westfield’s consultation provides few clues to what they are planning, and pointedly avoids any mention of housing
That says, “We want to create a new, open and safe network of routes, streets and spaces that connect the town centre with its surrounding areas. Which newly proposed routes are most important to you?”
They then list new connections between East Croydon Station and North End; a new east-west route, from Wellesley Road to North End; improvements to Drummond Road; connections between Poplar Walk and the new East-West route; and improved connections between George Street Tram stop, Dingwall Avenue and North End (without mentioning that the old arcade through Allders served that purpose very well, until Westfield had it closed).
Some may see this as foretelling a complete remodelling of the streets and roads in the town centre, the likes of which has not been seen since much of central Croydon was handed over to the motor car in the 1960s, with its urban motorway, underpass and Flyover.
And comments from Paul Eaton, a partner at Allies and Morrison, might reinforce that notion, as they seek to bring some of the lessons learned from King’s Cross: “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.”
And URW underlined that any start to works in Croydon town centre remains a long way away: “This initial phase of consultation”, our italics… “is the first of a series of public consultation activities on the Masterplan which will run throughout 2025”.
In common with so many lip-service consultations and public engagements, the limited opening times of the Urban Room suggest that the organisers have no conception about what passes for normal working hours. Or maybe that is quite deliberate.
The Urban Room will be open today, from 2pm to 7.30pm; Thu Nov 14 (10am–1pm); Sat Nov 16 (10am–1pm); Tue Nov 19 (10am–1pm); and Thu November 21 (2pm–7.30pm). So if you work for a living, on standard weekday hours, you’ve probably got just a single three-hour window to go and gawp at the developers’ presentations or fill in their deliberately vague “consultation” questionnaire.
Read more: Perry allows Westfield to spend £6m ‘fine’ on own interests
Read more: Westfield reveal consultation and more delays on ‘masterplan’
Read more: Westfield boss says Croydon scheme could take 15 more years
Read more: Westfield scale down plans, leaving Croydon a ‘dead duckling’
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So far, it’s been clear that Westfield plans were just about maximising profits for Westfield. While they will still want to make a profit it would be far better if creating a town centre that benefits the people of Croydon became a much higher priority.
Instead of just focusing on building tower blocks of property assets and allowing cars to move around as quickly as possible, we need to focus on providing better places for people to live, work, and spend their leisure time. We need more social housing at genuinely affordable rents and more safe and welcoming places for people to meet up and socialise.
We’ve all been frustrated by the long delays and the ridiculous false promises from some local politicians, but I believe we still have to get involved in trying to make things better. So I would encourage people to get involved in the consultation and let Westfield know what people in Croydon really want.