Reinventing Croydon | Stanhope

The challenge
Stanhope is the property developer behind some of London’s most innovative developments including Broadgate, Chiswick Park and the Tate Modern. Our challenge was to create a new brand personality for ‘Croydon Gateway’, a large mixed-use development designed by Foster + Partners.

The thinking
A major issue on this project was a rival developer aiming to overthrow our plans and build a completely unsuitable stadium. Unsuitable because it met no local housing needs and blocked several important roads that surround the site. What we had to do was engage the people of Croydon with our plans and show the benefits a well-thought, green and mixed-use development could bring.

The outcome
The name Ruskin Square heralds from John Ruskin, a 19th century architectural commentator. He believed that a city could be judged on the quality of its parks and open spaces and that architecture should have a positive effect on quality of life. This was bang in line with our development. Lots of green spaces, amenities, recreational facilities, shops, offices and apartments. The identity has premium look and reflects the shape of the buildings - a truly iconic solution for Croydon.

Stanhope were successful in overthrowing the contest from the rival developer and have kept control of the site. However, due to the economic crisis and changing needs in Croydon, the site is yet to be developed.

www.ruskinsquare.com