The Greater London Authority (GLA) has announced the selection of two prominent architecture firms to lead the ambitious transformation of Oxford Street, Britain's most famous shopping destination, into a pedestrian-friendly space. East and HawkinsBrown, both chosen from the Mayor of London's Architecture and Urbanism Framework, will spearhead the design and delivery of major public realm improvements along the iconic street.
East will take charge of designing the first phase of the Oxford Street Transformation Programme, focusing on the stretch between Orchard Street and Great Portland Street. This initial phase involves developing detailed public realm proposals for nearly a mile of the street's most recognizable section. The firm is partnering with Gehl, an urban strategy and design consultancy known for its work on Times Square in New York City and public realm projects in Sydney, as well as London-based urban design firm Publica.
Meanwhile, HawkinsBrown will concentrate on creating a comprehensive concept design for the entire length of Oxford Street, spanning from Marble Arch to Tottenham Court Road. The firm is collaborating with landscape practice Aspect Studio, which previously contributed to the Darling Quarter and Darling Square developments in Sydney, and transport design practice Urban Movement. This collaborative approach reflects the mayor's office's emphasis on bringing together both UK-based and international expertise for the project.
Julian Lewis, director at East, expressed enthusiasm about the appointment, stating: "Oxford Street is a vital public place in the heart of London which, in many ways, epitomizes the city itself. We are rooted in London and we are excited and honored to have been selected by the mayor and his team to lead the transformation of this iconic street to create a world-class public space." HawkinsBrown partner Darryl Chen echoed this sentiment, saying: "We love Oxford Street and feel immensely privileged to be a part of its transformation. With the mayor's ambitions coinciding with the changing face of retail, the stage is set for the next act in Oxford Street's famous story. That's a very, very exciting prospect!"
London's walking and cycling commissioner Will Norman praised the selection of the design teams, highlighting their impressive track record. "These outstanding design teams bring a wealth of experience on world-renowned projects, from New York's Times Square and Sydney's Darling Square to the Bond Street revamp and Here East in Queen Elizabeth Olympic Park," Norman commented. "They have the creativity and expertise needed to reimagine one of London's most iconic high streets and help deliver the mayor's bold and ambitious Oxford Street Transformation Programme."
In a related development, architects John Lacey of Doodle Architecture and Russell Potter of SODA Studio have unveiled separate proposals for pedestrianizing Soho. The project has garnered support from local businesses and celebrity Stephen Fry, who serves as the host of "Celebrity Traitors." Fry advocated for the initiative, stating: "London is at its best when it gives space to people, not cars. Soho is one of our most precious cultural quarters. It represents a haven for creativity, conviviality and community within central London. Pedestrianizing its streets is not an indulgence but an investment in cleaner air, safer roads and a richer civic life. To walk freely through Soho is to experience the city as it was meant to be."
The architects behind the Soho proposal describe their plan as "the product of a carefully researched framework that combines permanent pedestrianization of key streets with time-based vehicle access." Discussions between the architects and Westminster City Council are currently in early stages, with potential funding through the Neighborhood Community Infrastructure Levy (NCIL) being explored.
The Oxford Street tender comes seven years after Westminster City Council, under its previous Conservative leadership, rejected pedestrianization plans in 2018. However, the political landscape has shifted, and the council has now unveiled plans to partially pedestrianize large areas of the Piccadilly and Haymarket district in central London. This separate initiative is part of an Allies and Morrison-designed masterplan that overlaps with but remains distinct from the mayor's Oxford Street scheme.
If implemented, the Piccadilly and Haymarket project would eliminate traffic from approximately half a dozen streets branching off from Regent Street. The masterplan also includes public realm improvements at Piccadilly Circus and Pall Mall, creating new walking and cycling routes to Trafalgar Square and areas north of Regent Street, opposite the BBC's New Broadcasting House. The comprehensive plan introduces cycling routes and green spaces across a 35,000-square-meter area of traffic-free public space, equivalent to five football fields, stretching from John Nash's All Souls Church near the BBC to Piccadilly Circus.
City Hall conducted public consultation on the Oxford Street proposals last year and established a mayoral development corporation to oversee the project. The development corporation is expected to begin operations in January, pending government approval. According to City Hall, public support for the initiative has been strong, with 69 percent of consultation respondents backing the overall plans and 66 percent specifically supporting pedestrianization efforts. This overwhelming public approval provides a solid foundation for moving forward with one of London's most ambitious urban transformation projects in recent years.
