The masterplan was developed for the regeneration of Oxford St., Regent St. and Bond St. and was carried out for The New West End Company as a lobbying tool with City of Westminster and the Mayor of London.
The masterplan identified the root which causes the decline in the quality and economic performance of the West End such as: poor traffic management, poor quality of urban spaces, lack of amenities and wayfinding and lack of development opportunities. Working together with traffic engineers and real estate consultants, the masterplan developed a strategy for rethinking and reorganising public transport and creating space to give back to people. Many of the initiatives, such as the new crossing at Oxford Circus have gone on to be adopted by the City of Westminster in the ORB masterplan now being implemented. The Project was carried out when Phil Wren was Head of Retail at HOK International.