Our early vision
Learn more about our early vision for Croydon town centre through our online exhibition. Once you’ve looked through the information, please share your feedback with us via our survey.
Section 1
Calling Croydon
Welcome
Following our previous consultation in November 2024, the Masterplan Framework for the North End Quarter was formally endorsed by Croydon Council’s Planning Committee. We have since been working to progress our early vision and are presenting our developed thoughts at this consultation. This is an evolving process but we want to take you on the journey with us. Find out more within this exhibition and share your thoughts with us.
Who is URW?
URW is the freeholder of the Centrale Centre, various North End properties and parts of Allders. It is the long leaseholder of the Whitgift Centre, Green Park House and remaining parts of Allders under the freehold of John Whitgift Foundation. URW and John Whitgift Foundation are jointly the predominant landowners within the North End Quarter. This provides a unique opportunity to drive the transformation of the town centre forward.
URW is a creator and operator of sustainable places that are engines of economic, social and environmental vitality in the communities we serve. We believe we have a vital role to play in the regeneration of cities, helping them adapt to climate change and supporting their environmental transition to carbon neutrality. URW’s purpose to Reinvent Being Together challenges us to create and operate unique sustainable places that connect people through extraordinary, meaningful shared experiences.
Our early vision
- Redevelop the Whitgift Centre
- Refurbish Centrale
- Reimagine Allders
Visit our website and join our mailing list at URWCroydon.com
Section 2
About the Site
Croydon Council’s Town Centre Vision
Our proposals complement Croydon Council’s Town Centre Vision, launched in May 2025. The vision outlines the council’s plan to transform the town centre, with improvements planned to attract new visitors, residents, and investors.
What is the North End Quarter?
This area includes:
- Wellesley Road to the East
- George Street to the South
- Frith and Tamworth Road to the West
- Poplar Walk to the North
The area includes the Whitgift and Centrale shopping centres, Allders, car parks and vacant office buildings, including Green Park House.
URW’s ownership
URW owns a significant portion of this area, including the Whitgift Centre, Centrale, and parts of Allders. Much of this is held in freehold by the John Whitgift Foundation.
A unique and complex site
- Mix of different levels
- Legacy of various building ages
- Pedestrian and vehicle routes
The Masterplan Framework addresses these complexities to create a better-connected, user-friendly town centre.
Our work in the town centre
URW’s Better Places strategy aims to positively impact the environment, economy, and society. We are working with local communities, supporting charities and small businesses in Croydon even before redevelopment begins.
In its first year, Centrale & Whitgift shopping centres generated £813,241 in social value. Key initiatives included:
- The 2024 Community Grant Fund: £27,000 to 27 grassroots groups
- The ‘Cut It Out’ youth safety football match
Plans for 2025 include measuring social value through our supply chain.
Bringing improvements now
Costa del Croydon: A summer family event returns 1–31 August 2025 with activities and food options. Free tickets from 25 July.
Allders: The historic facade has been cleaned, with new shops and food spaces coming soon.
Wellesley Road Crossing: A new street-level crossing will connect Whitgift Centre with Lansdowne Road.
North End Improvements: URW is working with the council on long-term public space upgrades.
Feedback so far
- 344 surveys completed
- 262 attended in-person events
- 85% supported the Masterplan vision
Common community requests:
- Better connections to East Croydon station
- More food and café options
- Improved safety
- Cleaner public spaces
“Adding more green spaces would make a significant positive impact.”
“We need a new blueprint, designed for Croydon.”
“We need more nighttime activities in North End.”
“We need more affordable homes for local people.”
Section 3: The Masterplan Framework
The Masterplan was endorsed by Croydon Council in February 2025. It sets out 10 principles to guide long-term development over the next 10 to 15 years.
Masterplan Principles
- Create a proud destination
- Design public routes and spaces
- Encourage a mix of uses
- Celebrate Croydon’s identity
- Consider building height and scale
- Reflect unique character areas
- Deliver needed housing
- Improve biodiversity and greening
- Rationalise transport and access
- Support a sustainable future
Shaping the Framework
- Connect East Croydon to North End
- Preserve history and views
- Make Wellesley Road more pedestrian-friendly
- Revive North End
- Focus on sustainability
Section 4: Our Early Vision
We’ve used your feedback to begin shaping real design concepts. These include homes, shops, restaurants, cultural venues and public spaces.
Redeveloping the Whitgift Centre
The aim is to create a mixed-use heart for Croydon. Early designs show a network of buildings, public squares and green spaces, helping to create a dynamic, safe and accessible environment.
Activating Public Spaces
Three main public spaces are proposed:
- Main public square — A central, lively heart with walking routes, green areas, cafés, and event space
- North square — A smaller open area near homes, potentially used for children’s play and sun-filled recreation
- Linear route — A pathway between the two squares, lined with shops and cafés
Sustainability Vision
We’re committed to reducing carbon, using sustainable materials, and improving biodiversity.
Our approach includes:
- Material reuse and circular economy through a local materials bank
- Energy-efficient buildings
- Sustainable transport, water use, and drainage
- Improving health and wellbeing through design
Opening Up the Site
New east-to-west routes will link East Croydon, Wellesley Road and the Old Town. The basement will be used for servicing to prioritise pedestrian and cycling routes.
The new Wellesley Road crossing and public realm upgrades will improve connectivity.
Building Height and Character
Croydon already includes tall buildings. We aim to position new high-rises in clusters to reflect the town’s character while improving navigation and identity.
Housing Plans
Between 2,500–3,000 homes are planned, including:
- Affordable housing
- Build-to-rent
- Market sale
- Co-living and student accommodation
- Later living
Homes will be arranged around green courtyards with private open space and community amenities.
Shops and Ground Floors
Ground floors will include shops, cafés, leisure and community spaces to create vibrancy and attract people of all ages.
Phasing and Delivery
The transformation will happen in phases, ensuring early improvements without disrupting the long-term vision.
Greening and Biodiversity
We’re targeting at least 10% biodiversity net gain. We will use green roofs, trees, and rainwater systems to create healthy, low-maintenance, nature-rich spaces.
We welcome your thoughts on our greening strategy.
Early Visuals
These images are early drafts to inspire conversation. Let us know if they reflect your vision for Croydon.
Centrale Refurbishment
We’ll modernise Centrale while keeping shops open. It will become a vibrant centre for shopping, dining and socialising, retaining brands like Zara, Next and H&M.
Reimagining Allders
Allders is iconic. We’re bringing it back first with new shops and food, and exploring future uses such as education, leisure or culture — while keeping its historic frontage. Share your ideas for what Allders could become.
Section 5: What’s Next
Get Involved
We’re continuing to develop detailed designs. You can share feedback through our website or at in-person events. Further consultations will follow before any final planning applications.
Project Timeline
- April 2023: URW becomes sole owner of the site
- September 2024: Planning submitted for Allders
- November 2024: Consultation on Masterplan Framework
- February 2025: Masterplan endorsed
- Summer 2025: Current consultation on design concepts
Coming Soon
- Allders shops open
- Wellesley Road crossing opens
- Centrale consultation and planning
- Further consultation on detailed masterplan
- Refurbishment works begin
- New Croydon town centre delivered
Visit URWCroydon.com to stay involved and give your views.
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