Floreat

FLOREAT
Marble Arch to Victoria Station Corridor Design Intervention

Alison Brown Charissa Tang Claudia Di Loreto Connor J. Watt Shuyang Chen
This is an original piece of work produced by Alison Brown, Charissa Tang, Claudia Di Loreto, Connor J. Watt Shuyang Chen
BENVGPLC Urban Design Place Making Group 6C December 2012
Context 7 Analysis Morphological Change 9 Protected Buildings 12 Building Typologies 13 Function and Land Use 15 Space and Movement 16 Crime Mapping 18 Transport 19 Principles of Aesthetics 20 Visual Elements of Space 21 Serial Vision 22 Path - Portal - Place 23 Textures 24 Perceptions 25 Landmarks 26 Tissue Analysis 27 Analysis Summary 31 Strengths and Weaknesses 32 Threats and Opportunities 33 Conclusion 34 Masterplan Vision and Objectives 37 Theme 38 Intervention Overview 39 Marble Arch Amphitheatre 40 Park Lane 43 Hyde Park Book Garden 44 Hyde Park Corner 46 Railing Gallery 48 Strategy and Proposal 50 Conclusion 51 Bibliography 52
FLOREAT
(v.) May a Person, Place or Institution Flourish
FLOREAT
(v.) May a Person, Place or Institution Flourish
A cultural intervention connecting space and people through vivid placemaking.
FLOREAT
Alison Brown, Charissa Tang Jiali, Claudia Di Loreto, Connor J. Watt, Shuyang Chen
CONTEXT
The study area stretches from Marble Arch in the North to Victoria Station in the South. Passing through the traffic intense Park Lane and Grosvenor Place, the corridor is surrounded by diverse and iconic districts. It includes parts of Mayfair and Belgravia, quieter and more private places compared to the more active Victoria and Marble Arch sections, while Hyde Park and Green Park provide a valued green escape from the buzz of the city.
Although the presence of transport hubs, tourist sites, entertainment and shopping in the proximity encourages a constant of people, the study area fails to develop into a coherent space of its own, acting rather as a pathway between other, more engaging spaces.
FLOREAT
SITE ANALYSIS
Morphological
Map 1756 Map 1801
Barlows design of Mayfair included a traditional grid design, with disciplined, straightforward streets surrounding a grand place (Grosvenor Gardens) at the centre. While the plan was first conceived in 1723, actual translation of the plan into physical form took approximately half a century. Peak years of planning occurred between 1725 - 1728, and later on in 1740, and progressed from East to West of the estate. The name Belgravia was originally applied as a name to Belgravia and Eaton Squares, and the paths radiating from that area. In the 1700s, the place was an open, rural space known as Five Fields, part of the lagoon of the Thames.
In the late 1700s, construction of Park Lane began, but it was set back for roadway behind a small plantation. From this map, we notice the completion of new roads in the western section of Mayfair, though they no longer follow the traditional grid structure in the original Barlow plan. Streets such as Mount Street, Chapel Street and South Street have also been straightened and widened. In Belgravia, Five Fields have begun to be developed. St Georges Hospital, converted from the original Lanseborough House in the late 1700s is an example of the first developments in the area. In particular, developments have begun at Lower Grosvenor Place, with new buildings being constructed. While some developments had occurred by 1801, these were still minimal.
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Morphological
Map 1880 Map 2012
Majority of developments in Mayfair and Belgravia occurred in the 19th century. In 1820 - 1832, Park Lane became an important transport node, which led to the use of fashionable house prices in Mayfair. In 1851, Park lane was widened in the north to accommodate increasing traffic and uneven alignment. As seen from the map, new roads were created on the edges of Hyde Park, Green Park and Buckingham Palace Gardens to allow for greater ease of traffic flows. Mayfair also became fully developed, and streets within the estate were straightened, further reinforcing a grid like structure, although it has become increasingly deformed. Development in Belgravia had also transformed the estate from rural fields to a built up urban space with the appearance of 5 princely mansions in 1873 - 1876 that replaced ordinary houses in the area., Quite unlike Mayfair with small perimeter block sizes.
This map reflects the morphological structure of our study area today. It is clear that since the 19th century, there has been minimal changes to the structure within the estates. However, there has been significant changes to the major traffic routes in the area. In 1960 - 1963, a large slice of land was taken out of Hyde Park to expand the dual carriageway and include the green swathe at the centre that we see today. Other significant changes include the creation of roundabouts at Hyde Park Corner and Marble Arch station meant to ease traffic flows, effectively disconnecting Green Park from Belgravia and Hyde Park from Mayfair. At the north end of our study area, we can see new developments along Bayswater Road that have infringed on the land that Hyde Park used to occupy. The developments in our study area have now resulted in estates of Mayfair and Belgravia in well established grid like (albeit a little deformed) structures, that are disconnected from its nearby green spaces and each other due to large carriageways and new major thoroughfares.
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Protected Buildings
Listed Building Type I
Listed Building Type II*
Listed Building Type II
There are many historical buildings in both Mayfair and Belgravia. Their continued presence today show how such buildings are adaptable to changing urban needs over time. However, this is also the reason for inactive frontages. In Mayfair, developments are inward looking towards Grosvenor Square, preventing activity on Park Lane.
There are several listed buildings in our study area set by the English Heritage Board. Hence, listing building consent needs to be applied before any development can occur. In addition to that the Westminster Council has set aside conservation areas in Belgravia and Mayfair. Any developments in this area must adhere to guidelines set out by the council, and cannot compromise the character of the area. This particularly applies to work done on trees and advertisements.
Pre 1800 Building
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FLOREAT
BUILDING TYPOLOGIES
Looking at building typologies help us understand the architectural character of the area. This helps us identify ways in which existing facades affect street animation, and make changes to improve vitality and imageability without compromising on the current character produced by historical buildings.
MAYFAIR
Type 1: Buildings with round edges and balconies Variations in wall colour and length of windows
Type 2: Brown brick walls at the top and white brick walls at the bottom Variations on uses on the bottom level (pathways, shops, glass windows)
Type 3: Residential buildings with 3D surfaces Variations in wall colour
Type 4: Residential buildings with symmetric design; flat surfaces; long vertical windows Variations in wall colour
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BUILDING TYPOLOGIES
BELGRAVIA
Type 1: Block buildings and columned entrances and elaborate balconies Variations in colour
Type 2: Flat white block buildings with several vertical rectangular gridded buildings
EXCEPTIONAL TYPOLOGIES IN STUDY AREA
Type 4: Residential buildings with symmetric design; flat surfaces; long vertical windows Variations in wall colour
Hilton Hotel
Sheraton Hotel
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FLOREAT
Function and Land Use
The study area is characterized by large green open spaces and a limited variety of land uses. Residential, institutional and office uses are predominant in Mayfair and Belgravia, along with high end hotels. Despite the high density of the buildings and the central location, both these neighbourhoods provide little entertainment (cinemas, restaurants and pubs); the few shops present in these areas are specialized and mainly cater to affluent people. On the contrary, the areas around Victoria station and Marble Arch abound with shops and entertainment.
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SPACE and movement
KEY
Direction of Pedestrians
KEY
40+ People Stopped 10+ People Stopped 1Person Stopped
Public/Private Land Use
Movement of People
Groups of stopped people
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SPACE AND MOVEMENT

Utilised
Although Hyde Park and Green Park provide pleasant public environments, there is a general scarcity of variety of public spaces. People outside the park tend to walk through the area rather than sit and relax; when they stop, they do so mainly at bus stops and stations. Hence, gathering takes place without social interaction. Some people sit down at Marble Arch after shopping at Oxford street or for their lunch break. Hyde Park Corner, instead, is more of a passageway and the presence of a large number of people is mainly due to walking tours gatherings. Pedestrian flow is rather condensed along certain paths, leaving other paths unused. In particular most underpasses and the sidewalk along Buckingham Palace wall are under utilised. This creates a sense of alienation that in turn, repel people from using them. As such, the lack of diversity does not draw people to specific areas - Belgravia or Mayfair. There is a need to enhance currently utilised space to encourage social interaction, and transform under utilised to encourage greater pedestrian flow
Under Utilised
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Crime mapping
As can be expected, the crime map highlights the two main nodes - Marble Arch and Victoria Station- as having high rates of crime, mainly theft, due to the large amount of people gathered at these nodes. However, there is a fairly consistent occurrence of crime throughout the whole corridor. This could be down to a lack of what Jane Jacobs terms eyes on the street - with no real sense of public or community because of the lack of meeting and stopping points, a sense of insecurity can be felt along the whole corridor. Lighting is a key component in reducing crime. Increase in lighting could be a way of preventing high levels of crime in the area.
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FLOREAT
Transport
Traffic in the area is intense, especially during the week when the congestion charge zone is active (7 am 6 pm). The two main roundabouts (located at Marble Arch and Hyde Park Corner) and the two main roads (Park Lane and Grosvenor Place) are particularly busy as they border the charging zone.
The area is well served by tubes and buses. Three tube stops are included in our area of intervention and 5 more are within walking distance. Among them, Victoria station is also a train station and it connects London to the South of England. There is a strong presence of cycle hire station in the area although cycling lanes are insufficient.
Week Day
Week End
Traffic Volume and Congestion from 8 am to 8 pm

Generally, on week days traffic levels are high and peak during rush hours. On weekends the traffic level is generally lower and more variable. Traffic is more dependent on tourist levels (people going shopping, to the theatre and parks) rather than going to and from work. The more traffic in the area means overall more noise and air pollution in the area. High volumes of traffic change peoples perception of place. They start to define the place by its traffic, rather than its monuments and green spaces.
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Principles of Aesthetics
Tidiness and Upkeep Naturalness Historical Significance Openness and Clearly Defined Spaces Order and Coherence Imageability
Environments that appear to be looked after and cared for. Generally the area with its parks, green spaces and many privately owned residences, hotels and offices appears relatively neat. The underpasses along the route seem less cared for and somewhat neglected as they are used as informal shelter.
Environments that are natural or where there is a predominance of natural over built environment. Several parks and green spaces line the study area which allow pedestrians to be immersed in nature if they venture inward. However, there are many situations where sense of naturalness is lost to the built environment. Some examples include the Buckingham Palace Gardens being walled off from view and the green space of the Wellington monument area being encircled by traffic.
Environments that provoke favourable associations. Due to its geographic area and many historical landmarks and monuments, the area can boast of high historical significance.
The blending of defined open space with panoramas and vistas of pleasant elements. The scenic view at the top of the Wellington monument show clear distinction between open and closed, public and private. Many open spaces have clearly defined barriers due to traffic which is not aesthetically appealing
In terms of organization, coherence, congruity, legibility, clarity (Carmona) Refers to a sense of visual order. The degree of coherence is influenced by consistency and complementarity in the scale, character, and arrangement of buildings, landscaping, street furniture, paving materials, and other physical elements (Ewing et al) Parts of the area are coherent on their own but the entire area is not coherent form a pedestrian point of view. Highly legible form an automotive point of view.
The quality of a place that makes it distinct, recognisable, and memorable. A place has high imageability when specific physical elements and their arrangement capture attention, evoke feelings, and create a lasting impression (Ewing et al.) The space as a whole lacks a sense of place and is therefore not clearly imageable in ones mind but instead defined by the surrounding area.
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FLOREAT
Visual Elements of Space

Architecture and Facade Design
The architectural personality of a path is determined by the building facades that form the boundaries of the space. Facade widths, heights, transparency, material, colour, texture, window pattern, composition, and ornamentation are attributes that contribute to path character. The corridor offers many interesting and historical architectural elements as well as a few ugly and visually imposing elements
Street Furniture
Currently street furniture plays a very small role along the corridor. It is purely functional and often times the function is clearly dedicated to cars (traffic lights, bollards, street signs). Most furniture invokes the sense that the place is to walk through and not to stop and stay.
Floor Scape
The extent that a path is devoted to foot vs wheel traffic is determined by the proportion of ground plane devoted to sidewalk and street vs roads for vehicular use paths with narrow pedestrian walkways reflect clearly vehicular domain. In our corridor, the floorscape is dominated by either vehicle designated space or potential human space that is unaccessible because the car space act as a physical barrier.
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Serial Vision
KEY: Emotion with Surroundings Underpasses Green space Concrete/street space
Gordon Cullens Serial Vision
Pedestrians existing and emerging view does not change for extremely long stretches. Views are quickly understood and become monotonous. Pathways seem longer in spacetime than they are. This creates boredom due to a distinct lack of drama and juxtaposition. Overall the pathway lacks essential features and limits emotional relationship with place.
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FLOREAT
Path - Portal - Place

Path - anticipation, expectation, approach
Paths are primarily used for movement and have a linear configuration. Paths can be either foot or automobile dominated. Paths can also be utilized more heavily for certain functions at different times. Experience on a path is shaped by our anticipation and excitement. The pathways along the corridor are technically made for pedestrians but are not visually interesting and do not link place to place or offer a place in themselves.
Portal - transition, threshold, entry
A portal is where a path meets a place and channels our vision to the view of a space as we near it. Portals should have ambience, historical and visual significance. The success of the portal is largely indicated by the success of the path and place it connects. The monumental Portals on our path, though containing significant history, float in space and do not connect paths and places. One does not walk through and feel the transition of entering into or leaving a different space. The Underpass portals, on the other hand, transition a pedestrian from street atmospheres to green spaces. However the underpasses may also not be seen as successful as they are not well marked, appear misused and forgotten and do not have any significance on the landscape visually or socially.
Place - joining, being, belonging
Places are well defined areas that give a sense of arrival to a distinct space different than the portal and pathways. Boundaries of places should be well defined, coherent and legible. A place should also be imageable and memorable in our imagination. Places can be defined physically with hard or soft architecture such as different paving material, monuments, statues and street furniture. The corridor provides several potential places. Though they can be physically and visually defined as a place, they lack a distinct sense of place due to a lack of functionality and social uses. This is mostly due to the high level of traffic that encloses the area. A plaza cannot be alive with honking, grid-locked, agitated drivers or packs of loud, speeding, smoking scooters. The Plaza may be active but is not a very friendly environment for pedestrians.
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TEXTURES
The green land in Hyde Park and Hyde Park Corner is covered in grass, creating a soft touch of a natural carpet for individuals. The green traffic island on Park Lane, however, is inaccessible, hence creating the perception that there is no green space along Park Lane. Most of the ground surfaces we encountered were cement ground, which exists widely in the city. It is hard and resistent to weathering. That is why the stone and cement is widely used today. The white area on the map is made by this material.
This area is made of mostly bare soil. When we stepped into it, we felt like we were sinking into the wet soil.
Cross Section of Park Lane Mayfair Traffic Island Hyde Park
Cross Section of Grosvenor Place Grosvenor Garden The ratio of ground textures along Park Lane and Grosvenor Place
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FLOREAT
Perceptions
The smells of this area are quite distinct. Along the main streets, exhaust gas is the dominant smell. In Hyde Park, the dominant smell is grass. On the edge of Hyde Park, it smells of grass and exhaust fumes. The most interesting smell is the horse manure around Wellington Arch.
There are a lot of isolated areas in the east area of Hyde Park and along Park Lane. Inside Hyde Park, it is isolated due to the construction work and the trees around it. However, the green belt along in the middle of Park Lane is isolated due to the fence and traffic surrounding it.
Traffic Problems
We stopped and asked people for directions from Marble Arch to Victoria Station, and then mapped their responses in the diagrams above. The traffic circle at Hyde Park Corner was considered the predominant landmark in their narratives. While we expressed a preference to walk from one destination to another, many interviewees expressed that they would rather take the tube or taxi. Traffic problems stand out as a dominant perception in this area.
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LANDMARKS
Wellington Arch
It is circled by a series of sculptures and interesting monuments, such as Australia Wall. However, when we came to this area, the sound of traffic and the surrounding cars negatively affected our perception of the area.
Marble Arch
The traffic problem around Marble Arch is not that terrible. It still stands out as a landmark. It is legible. The main problem is its location and the little square. Furthermore, it is close to Speakers Corner where one can sit to listen to speeches. That is to say, it has its own function, making it more than just a landmark.
Hyde Park Corner

It is also affected by traffic problems. However, we felt other interesting points, such as drawings on the wall in the underpass. It is close to Hyde Park and influenced by it. The green space behind it make people feel better. The green space here can be touched which is different from the green swathe in the middle of Park Lane.
Victoria station
Most of the local people who are asked for directions tend to use Victoria Station or Marble Arch Station as landmarks. When they talked about Hyde Park Corner, they tend to use a circle of traffic to replace it. They did not mention Hyde Park Corner or Wellington Arch. This indicates that the traffic problem is the dominant problem in this area, and that transportation means, such as the tube, affect peoples activities disproportionately.
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TISSUE ANALYSIS
LONDON SQUARES
Trafalgar Square
Trafalgar Square was also previously a traffic island. The closing of the North Road has transformed the area. It is characterised by the National Gallery in the north and Nelsons Column in the centre.
Hyde Park Corner

The area that we propose to develop at Hyde Park Corner is substantially bigger than many of the other popular gathering points in London. Perhaps such a large space would be disorientating, and therefore, we could develop a slightly smaller second space towards the back of Apsley House, as highlighted in Blue. It could be of a different character to the front of the house, perhaps a quiet space, cut off from the front square and closeable at night.
Buckingham Palace
The area in front of Buckingham Palace is an iconic gathering place. Drawing crowds from all around, it is one of the busiest parts of London, despite having few amenities in the immediate vicinity, and being traffic heavy.
Leicester Square
Leicester Square has both a sense of liveliness around the edge, with various shops and cinemas, yet tranquillity in the centre with the small park.
MARBLE ARCH
The small square that makes up Marble Arch is of comparable size to the other public spaces in London. However, the position of the Marble Arch and the quality of the space as a whole doesnt make for an enjoyable space to linger in.
Covent Garden
Although Covent Garden isnt characterised by vast outdoor space, it is an important public space in London. Unlike the other spaces, it isnt dominated by one large building, but rather, the focus is drawn to the maze of shops in the middle.
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TISSUE ANALYSIS
MARBLE ARCH
Berlin Waldbuhne
In this tissue analysis, we overlaid the Berlin Waldbuhne (open air amphitheatre) onto Marble Arch in the scale shown on the map. It is clear here that the amphitheatre is larger than our study site. However, the shape of the amphitheatre is suitable for the site because of the existing roundabout in the area. The height of the whole amphitheatre is 30m, much lower than the height of Marble Arch (82m) and hence, will not serve as an impediment to visual permeability from Oxford Street down Park Lane. If we are to implement something similar in the area, the ground area of the intervention needs to be scaled down to fit into the size of the site.
50m
50m
Porsche Pavilion
In this tissue analysis, we overlaid the Porsche Pavilion onto Marble Arch in the scale shown in the map on the left. From the figure on the left, we notice that the size of the pavilion is only that of the open pedestrian space at Marble Arch, and does not extend to the green space to its left The figure on the right is a street view of Marble Arch with the Porsche Pavilion in place.
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TISSUE ANALYSIS
PARK LANE PAVEMENT
This analysis is to see how feasible applying a shared space concept in our study area would be. We compare exhibition road which is actually is very close to our site and runs perpendicular to Hyde Park. Exhibition road is most closely comparable to the Hyde Park roundabout and Park Lane in width and length. Length: 820m Width: 25m The benefits of Exhibition Road and its shared surface application are the general slowing of traffic and increased pedestrian activity. Applying some if not all of these concepts to our area (such as a distinct road texture and fewer signs and barriers) may encourage pedestrians to utilize the area and feel that they are valued equally with cars.
Exhibition Road
Length: 1000m Width: 22-60m
Park Lane
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TISSUE ANALYSIS
PARK LANE
Park Lane
Park Lane
Champs Elysees
Champs Elysees
In order to understand how an 8 lane carriageway could be perceived, we compared Park Lane to the commercial side of the Champs Elysees, in Paris. The two streets have very similar lengths, while the width of Park Lane is only in part similar to that of the Champs Elysees as it narrows towards the bottom. Although the function of the two streets is different, the wider sidewalk and the two rows of trees decrease the perception of traffic and therefore can be adapted to our project.
Park Lane
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SUMMARY OF ANALYSIS
MORPHOLOGICAL
The study site has seen significant morphological changes since 1700s, though majority of change occurred in the late 18th century to mid 19th century. (Page 10 - 11) Building typologies are very similar in Mayfair and Belgravia, owing to the presence of beautiful historical buildings. However, facades remain inactive, discouraging street animation. (Page 13 - 14) Historical importance of the area, along with the high density of listed buildings make large scale interventions within Mayfair and Belgravia difficult. (Page 12) Alterations to the area should focus on increasing imageability, and ensuring that pedestrian accessibility is enhanced and turning the area into a safer and more vibrant place.
FUNCTIONAL SOCIAL VISUAL PERCEPTUAL TISSUE
Apart from a few exceptions, there is little variety in land use. (Page 17) The whole area is heavily residential and office dominated, with few entertainment options. (Page 17) The situation worsens at night, when offices and government buildings close, emptying the streets and therefore facilitating crime. (Page 18) Pedestrian flow is scattered and slowed down by underground passageways and traffic. (Page 16) Although the parks provide a large amount of public space, the lack of comfort and playability does not encourage people to stop and relax. This is especially true in the eastern part of Hyde Park, Marble Arch and Hyde Park Corner. Consequently interaction is very limited throughout the area. (Page 15) Public transport is sufficient, although much more could be done to encourage the use of bicycles in the area and to ameliorate accessibility to the tube stations.
The Buckingham Palace wall, visually dull, makes the walk along Grosvenor Place very unpleasant because of the lack of active frontages and the increased amount of noise. (Page 20 - 21) In particular, traffic is perceived as dominant and roads are often used as visual references over landmarks. (Page 26) Lack of changes in serial vision make journeys through the study area boring. (Page 22) Despite the large presence of beautiful monuments, the area is overall visually unattractive. (Page 21) Our study area has poorly located portals, dull paths and inanimate places. (Page 23) Prevalence of cement and tarmac ground textures do not produce a conducive and enjoyable pedestrian environment. (Page 24 - 25)
Perceived space is smaller than actual space at Hyde Park Corner, showing that there is an opportunity to create a large public space. (Page 27) Marble Arch public space is a suitable size to have an amphitheatre. (Page 28) It would be possible to change the paving around Hyde Park Corner, since the length of Park Lane is similar to that of Exhibition Road. (Page 29) Given that the length of Park Lane is similar to that of Champs Elysees, we could create a boulevard. (Page 30)
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STRENGTHS & WEAKNESSES

Strengths
Generally Aesthetically Pleasing - historical significance, naturalness, etc. Well connected transport area - many underground, bus, and bicycle amenities. Landmarks (though poorly utilised perceptually). Permeable (grid layout).
Weaknesses
The space is made for cars not people. Lack of facades and lack of human scale architecture (no interaction between buildings and people). Visually boring, not enough juxtaposition. Pedestrians can feel unwanted and unsafe at certain times (night time/rush hour). No street life and monochromatic utility. No place for optional activities or playability. No imageability of the place as a whole (lots of smaller spaces that are separately categorized but no unity). Isolation of pedestrians in remote areas, functionality and social use of space does blend from place to place. No legibility. Traffic takes over the image of the place.
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THREATS & OPPORTUNITIES

Make a more visually stimulating pathway with drama and juxtaposition. Utilisation of portals to create a sense of place. Redistribution of trees to act as a noise/visual barrier. This may lead to the space feeling more comfortable and welcoming to pedestrians. Narrow roads, widen foot paths. Alteration of facades to face streets and be more visually interesting. Make features that have more variety of functionality to increase playability. Increase permeability into Mayfair and Belgavia. Increase the 3 As: have Attractions and Amenities available and easily Accessible to animate the streets. Soft and Hard interventions to have people utilise the space at different times/ different ways. There are many green spaces that we can use to create open spaces.
Opportunities
Threats
Intervention must fit into area, but at same time not be too conforming. Traffic will still be prominent and cause a barrier to pedestrians. Heavy traffic flow means that alterations to traffic patterns can only happen gradually Listings and conservation limits interventions. Disappearance of third space. Must design with the consideration of the passage of time. Should be economically, socially and environmentally sustainable. The functionality of the intervention should take place at different times and not overlap with other time use areas.
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CONCLUSION
Mayfair, Belgravia, Park Lane and Hyde Park are areas reputed to be ostentatious. Yet, the reality is that the place lacks genuine character, suffering from debilitating traffic problems. Our analysis has highlighted several design flaws that have resulted in psychological perceptions of dissociation and alienation in this urban context. While it is, indeed, a reflection of policy and engineering failures, it also holds the potential to become one of the largest vibrant open spaces in London with the right urban design interventions. In the following pages, we will be introducing our master plan for this urban area. Combining architectural aesthetics and good urban design principles, we seek to create public spaces that individuals choose to stay in. Our theme, FLOREAT, is Latin for flourish. This reflects the ambitions we have for our study area. Focusing on the development of existing public spaces, such as Hyde Park Corner, Marble Arch, Park Lane, Upper Grosvenor Road and Hyde Park, we will transform these previously dull and vacant spaces into nodes of convergence and interchange. Our Masterplan brings back the opulence that characterises this area through well-thought interventions. Not to create a space exclusively for the upper class that live in the area, but a place that draws a variety of people in because it is tastefully elegant and vibrant. Creating opportunities to meet and play in safety and comfort, all times of the day, all days of the year.
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MASTERPLAN
VISion and objectives

VISION
A Place that is Unique with Continuity of Character A Place to Meet and Play A Place with Attractive Streets, Parks and Open Spaces A Place of Safety and Comfort A Place that has Vitality at All Times of the Day
OBJECTIVES
Increase Imageability
Ensure Continuity and Pedestrian Accessibility
Extending the Daytime into the Night
Creating Animated Public Spaces and Streets
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THeme
Floreat (v.) May a person, Place or Institution Flourish

Our theme, Floreat, aims to encourage a blossoming of knowledge and social interaction by fostering cultural exploration. The focus on relaxed arts and cultural activities will create a space for a variety of different types of people, who are able to enjoy meaningful, engaging experiences in an aesthetically pleasing environment. Recognising the important relationship between cars and people, we aim to create a new person orientated space, however not totally segregated from traffic, which provides the area with a certain sense of energy. If the traffic person relationship is directed in the correct way, this can be mutually beneficial. Designing spaces with clear boundaries and centres is vital in creating a whole corridor which flows as one, as opposed to a weak, drawn out space. Each intervention has a strong sense of entrance, of transition, both from one place to another, but also transition of the way in which is space is used. A varied palette of experience - quiet, engaged, active,restful - means each user can find their own way of enjoying the area.
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INtERVEntion OVERVIEW
Marble Arch is an obvious resting point for shoppers at the end of Oxford Street, and we aim to create an ampitheatre-style public gathering place here which can also be used as a space for performance, day and night. Marble Arch is lost in its present position, and by making it an entrance to the park, it will stand out, and become a focal point of the amphitheatre. Removing the superfluous traffic island in the centre of Park Lane, and moving the road away from the Mayfair side of the road will free up space, allowing for a much wider pavement along Mayfair. This under used stretch of parkland at the eastern edge of the park is a peaceful, secluded spot, perfect for people-watching in the park. Creating three pavillions, that could be used for different events when necessary, would provide a space where people are able to stop and enjoy the park, added to by the availability of free Here, we aim to create a new, individual public space, centred around Apsley House and the Wellington Monument, drawing out the heritage sites in this area. By increasing the size of the traffic island at Hyde Park Corner, we are able to offset some of the negative effects - noise, fumes, sense of isolation from rest of park - and create an enjoyable public space. By replacing the impermeable Buckingham Palace Wall with simple railings, this space would be much enhanced. Grosvenor Place plays an important role as an exit from Buckingham Palace, and an important commuting route from Victoria to offices in Belgravia and further North. The wall at present seems to trap both natural light, and fumes from traffic, whilst railings would open the space, very simply creating a brighter street.
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MARBLE ARCH AMPHITHEATRE
This area will offer a distinct path to draw people from Oxford Street to Hyde Park. A visitor to the area will exit from the tube station on Oxford Street, and be drawn into the park through a series of archways. As the pedestrian follows the path through multiple portals, they will feel like they are entering into a series of interesting places. Aside from an interesting serial vision view, this pathway will act as a metaphorical journey through gateways to enhanced art, culture and knowledge away from the consumerist hustle and bustle of Oxford Street. The area will provide a newly landscaped green space (joining the two old green spaces), and become reputed as a place for play and social gathering. The Marble Arch Amphitheatre will be the new landmark. The place will be open to the public as an open square with seating, allowing office workers in the area and shoppers to enjoy the outdoor and partially covered seating during the day, over lunch. It also can be a contained place for children to play. At night, the place can be transformed for theatrical or musical performances, creating a sense of community engagement past the typical rush hour times that characterise the area
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Day Time Functionality Families, playing, businessmen enjoying their lunch
Different landscaping materials signify different types of areas. Paved landscapes signify that cars and other motor transport have precedent on the road. Sometimes, bicycles are accepted too depending on traffic circumstances Psychologically, our new paving signals to drivers that this space is not just for them. This may cause drivers to slow down and also empower pedestrians to feel that they have an equal claim on the space.
Night Time Functionality Couples going out for a night of theater
Ground fountains could be installed in the centre of the amphitheatre as a playful attraction during the day, and switched off at night to allow room for a performance space.
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Speakers Corner has historically been a place to share ideas, beliefs, knowledge and in general practice ones civil right to have their voice heard and assemble with fellow citizens.
This diagram shows the view line from pedestrians at Marble Arch and Speakers Corner. The textured surface that stretches from the tube station to speakers corner encourages pedestrians to follow This design implementation will revitalise this sight lane across the streets and through the amphitheatre. Speakers Corner as a distinct place by Marble The path will allow for an interesting serial vision throughout and Arch as both an entrance to Hyde Park and a through texture define it as a more pedestrian appropriate place. monumental backdrop for this significant tradition in Londons culture.
The varied heights of the amphitheatre seating may induce playability, an important functionality of public place (Stevens 2006). Whenever there is action in a place, the spots which are the most inviting are those high enough.
Movable seating is also available in the area, allowing people to gather together in informal groups and enjoy the new public space.
Hyde Park
Speakers Corner
Marble Arch
Road
Marble Arch Amphitheatre
Regents Street
Marble Arch Tube Station
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FLOREAT
PARK LANE
Opportunity and Goal
Despite being characterized by prime real estate and high end hotels, Park Lane is too often identified with its traffic. The green island in the middle, which should visually create continuity with the park, is constantly hidden by stationing buses and it is not used for other purposes. For this reason, we decided to utilize the space it occupies to enhance the pedestrian and cyclist experience on this road.
Permanent Interventions
Increasing the size of the sidewalk (by the respective size of the green island at that latitude)* and planting two rows of trees at its edge will allow people to have a more visually pleasant walk along the route, as the perception of traffic will be reduced. As a consequence underpasses will be much shorter and therefore will feel safer to use. Installing lights on trees will enhance imageability. Providing a bike lane between the lines of trees and parking racks will increase cyclist safety incentivising people to use bikes (on the other side cyclists can go through the park). *Trees and memorials on the green island will be relocated to Hyde Park.
Future
The better walking and cycling experience, both above and below ground, along with the success of the overall project, will increase number of people on Park Lane, providing more customers for existing activities and encouraging the development of new retail and entertainment in the area. Crime rates will go down as the street would be busier and better lit.
Champs Elysees in the day
Champs Elysees at night
Current situation at Park Lane
Artist impression of Park Lane in the day
Artist impression of Park Lane at night
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Hyde Park Book garden

In our analysis, we found that people in Hyde Park tend to concentrate on walking paths and near the Serpentine river. This leaves places like the western edge under used. Although visually pleasing, the area north of the London Bombing Memorial is often empty of people and devoid of street furniture that provide comfort. In line with our vision, our goal is to create a COMFORTABLE PUBLIC SPACE where people can spend time and relax, without altering the characteristics of the park.
New Gazebos
The installation of three large gazebos will provide increase comfort and imageability. Movable semi-lounge chairs will allow people to organize the space enhancing comfort and relax. Two large tree trunks will contain used books that people can swap for free. By encouraging an exchange of books, through little windows, we create a playable environment where interaction is stimulated. Removing the fences around the park will increase permeability, allowing ease of movement More plants should be planted in between Park lane and the intervention area in order to decrease the noise from the traffic and shelter the area from the wind, again, increasing comfort and attractiveness of the place. Being the only permanent book swap facility in London, the Book Garden should have an entrance on Park Lane to increase legibility to the area.
Temporary Installations
Many of the users of this area will be employees from both Mayfair and Belgravia that will stop here for their lunch breaks. In order to encourage workers to come, we suggest that a weekly food market take place on the path leading to Hyde Park Corner. Many residents would also be attracted by the books and by the possibility of buying fresh food nearby. This would increase the vitality of the area and ensure animation of this public space The gazebos could also host small orchestra concerts to entertain the public and draw even more people to the area.
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FLOREAT
Hyde Park Book garden
Armed with a book and a cup of hot chocolate, Hyde Park Book Garden will transform into the book readers paradise. Offering escape from the hustle and bustle of everyday life and the noise of traffic, this space effectively provides comfort for individuals. Visitors to the Book Garden will be entertained by musical performances, enjoy the company of friends, and benefit from a selection of food options at the week food market. This attractive space will become a vibrant public realm that people choose to meet and play in. Increase in footfall provide impetus for small, take-away business to open nearby, developing the social and economic value in the area
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HYDE PARK CORNER

Although this square is filled with beautiful landmarks, pedestrians seem to notice the traffic surrounding them more. We decided to turn things around prioritising people over vehicles and making Hyde Park Corner a landmark in itself. Drawing out the cultural and aesthetic aspects of this space can make it into a place for cultural and social interaction. Transforming the relationship between cars and pedestrians would make this space more people friendly, slowing down traffic. As the largest public space in London, Hyde Park Corner will be a bustling place that encourages a variety of activity. Its sheer size and line of trees around the square provides respite from busy traffic around the area. Pedestrian can enjoy various elements in the square and have easy access to Hyde Park nearby.
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FLOREAT
HYDE PARK CORNER
Enlarging the roundabout and using tiles and a simple pattern as pavement, on the pedestrian area as well as on the road (the two spaces are divided by small bollards), creating a square large over 45000 m. This would be achieved by pedestrianising the north section of the traffic circle, and the section of road behind Apsley House. Double the size of Trafalgar Square and as big ad Place de lEtoile in Paris, Hyde Park corner would become the largest square in London and one of the top 25 in Europe.
A cafe would allow people to relax in the area and promote social interaction.
Font Magica, Barcelona
Outdoor Cinema, Florence
Placing a music fountain in the middle of the square. Mixing colours lights and music would attract many tourists and Londoners to Hyde Park Corner. Short 10 minute water shows could play every day at lunchtime and dawn making the fountain one of the main attractions of the area.
Bubble Cafe, London
Art exhibitions and cinema en plein air on the facade of a monument could be organised throughout the year, also extending the day into the night.
FLOREAT
47
RAILING GALLERY
In our analysis, we found Buckingham Palace Garden Walls to be visually monotonous, creating a situation where streets on the wall side of Upper Grosvenor Street was under used, resulting in a low sense of safety. In line with our vision to create ATTRACTIVE STREETS, we aim to INCREASE IMAGEABILITY of Grosvenor Place, whilst ensuring CONTINUITY AND PEDESTRIAN ACCESSIBILITY. Bulletproof glass could be installed behind the railings if necessitated by security.
The Railing Gallery
Inspired by the Luxembourg Gardens of Paris, this Railing Gallery enhances walkability in many ways. Clusters of art along the wall promotes a sense of a smaller grain size as it visually breaks up a long block. The facade is more active and interacts more with the environment. Art on the wall draws people over to the garden side of the street allowing for greater animation People who walk along the more pleasant side of the street and cross the road to admire the artwork will generally slow traffic Railings visually allow people to see more greenery, making the space perceptually feel bigger than it really is
Installations
Art on the street can be part of a series of instalments showcasing certain artists, art schools, or seasonal themes. The art can also showcase the historical importance of the area such as Buckingham Palace.
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FLOREAT
RAILING GALLERY
Lighting above the art-work (as is done in Luxembourg gardens) to allow the space to be utilized equally at night. This will make the faade interesting and interactive even in the night increasing functionality to day and night-time. This will hopefully increase animation on the street and overall make it a more comfortable and safe place
Opening up the palace walls allow the grandeur that is Buckingham Palace to extend into the public sphere, enhancing the streetscape and promoting its use. Pedestrians will choose to slow down their walking pace and admire the impressive garden or decorative artworks. The railings create a psychological break for weary commuters from their long walks along Upper Grosvenor, and a pleasing site for tourists interested in the arts scene in London. Such active facades enrich street life by offering alternative visions of urban living, and establish links between green spaces in the area visually, promoting a continuity of character.
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STRATEGY AND PROPOSAL

Now Short Term (0-4 yrs) Medium Term(5-9 yrs) Long term (10-15 yrs) Future Legacy
Revitalize speakers corner Reinstating it as a distinct place. Move Marble Arch to re-instate it to the true entrance of Hyde Park. Also create speakers corner as a more distinct place. Draw people into the park. Changing tiling across road from Marble Arch tube station to the entrance of park. Make the entirety of Park Lane an enjoyable place to walk. Reconfigure road to get rid of traffic island, widen sidewalk on Mayfair side including 1-2 rows of trees and green space, increase seating and public art. Eventually with increased pedestrian activity more shops, cafes, restaurants. Allow for more overall pedestrian accessibility and provide for an open forum where a variety of functions can take place. Change the shape of the Hyde park corner traffic circle so it includes the area that the screen and the Apsley House are on. This will make the space so much bigger that (1) pedestrians will be able to access it more easily and (2) they will not feel they are on an isolated traffic island and (3) it will encapsulate and showcase the Apsley House museum and the Wellington Arch museum creating a new place where British culture can be celebrated. Re-create marble arch as a place of culture, play and revitalize with outdoor theatrical and musical performance. Enhance a communal feel of the area. Creation of the amphitheatre and a unique public space that enhances cultural interaction. Slow traffic through a variety of physical interventions that will force drivers to slow physically and psychologically. Change paving type all around Hyde Park Corner traffic circle and partially up Park Lane so that it is the same paving type as the entirety of the sidewalk and the new Hyde Park square. The only thing separating pedestrians of Hyde Park Corner and road will be a few trees and bollards. This will give the drivers a sense that they are sharing the space and drivers will slow down.
Marble Arch to Victoria Station Corridor An ununified, non distinct space.
Enhance the area as a place of learning and sharing of knowledge. Creation of three pavillions or gazebos along Hyde Park in the area that is currently under used. This will be the environment for a book garden. Improve transparency and transferability of knowledge. Changing the wall to a railing (aesthetically pleasing without compromising on security) represents the opening up of space and sharing of culture and knowledge through open doors. Art is showcased and celebrated. Pictures on the side of railings to showcase various artists work throughout the year in an ever evolving open air gallery. Create a gateway from regular space to a space of cultural interaction and a place where people and environment can flourish together. Showcasing the archways that already exist in the place as metaphorical gateways from the old public realm to the new public realm.
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FLOREAT
term (10-15 yrs)
Future Legacy
Floreat Creating a distinct sense of place and imageability of place by altering landscape and rebranding of place. Saving lost space and transforming it into a place for cultural interaction
CONCLUSION
Our vision succeeds by thinking about the problems associated with the area ,not as problems, but as necessary challenges. Traffic is a reality, but more than that, it can create a distinct atmosphere of its own which some of the most successful public spaces incorporate. It can make a place feel alive if its flow is harnessed in the right way. The area feels segmented, with the obvious solution to this problem being to connect the various areas more fully. Yet lack of substance makes the area drag out perception of time is drawn out as there is nothing to hold our attention. We have chosen to form a sense of unity throughout the corridor by splitting these areas even further we have tried to create a bounded sense of place unique to each segment, thereby creating a succession of strong places which come together to form a consistent whole. Of prime importance is creating a distinct edge around each of our spaces, signifying their character. Users of the space have to have some way of acknowledging entry and exit of certain spaces. At present, the contours of these spaces are weak. The transition from square behaviour to park behaviour is vital, yet ignored here. The openness of Hyde Park Corner draws the gaze upwards, to the monuments and buildings that encircle the space - it feels grand and exhibitory, a place for admiration. The entry from this square behaviour needed to be allowed to change, and a proper entrance to the park through the use of a gateway does this. Having to lower the gaze and pass through an enclosed space, the entrance into a more intimate, closer space is more boldly defined. I am outside it, I am entering it, I am in the middle of it. This unconscious process must be respected. The area is a widely used route, and as, such channels a large number of people. But they are not given the opportunity to enjoy the space in any meaningful way. Giving the important buildings and monuments enough space of their own will enable people to fully understand and appreciate them. Our interventions are individual, but their underlying themes unite them. The theme of transition from one thing to another. Change through social relationship and discovery of knowledge is brought out through our interventions. We have created areas that are able to foster activity in a range of different ways quiet space (the pavilions and the garden), participatory space (the amphitheatre), cultural space (Hyde Park Corner). This is a place that encourages personal transformation through interaction with both people and ideas.
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BIBLIOGRAPHY
Alexander, C A Pattern Language Carmona. Carmona Jacobs, J Urban Design Reader Urban Spaces Public Places The Death and Life of Great American Cities
SERIAL VISION Cullen, Gordon. (1961). Townscapes (ch. 20 p.181 Carmona urban design reader) PATH PORTAL PLACE White, E. (1999). Path Portal Palce. (ch 21 Carmona urban design reader) WALKABILITY/STREET TEXTURES Ewing, Reid, and Robert Cervero. 2010. Travel and Built Environment: A Meta-Analysis. Journal of the American Planning Association 76 (3):265-294. PLAYABILITY/STREET FURNITURE Stevens, Quentin. (2006) The Shape of Urban Experience: a reevaluation of lynchs five elements. Environment and Planning B: Planning and Design 2006, volume 33, pages 803 - 823 PICTURES: Amphitheatre http://www.amphitheater-berlin.de/ realtimearts.net vice.com Railing wall https://maps.google.co.uk/maps?q=google+maps+luxembourg+gardens&aq=f&sugexp=chrome,mod%3D11&um=1&ie=UTF-8&hl=en&sa=N&tab=wls Speaker Corner whataboutclients.com oggitomic.com
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FLOREAT
Pictures: Hyde Park Book Garden http://www.bing.com/maps http://inhabitat.com/book-forest-fallen-tree-trunks-transformed-into-a-free-book-exchange-in-berlin/book-tree4/ http://oneroomschoolhouse.edublogs.org/226/gazebo/ http://paristhroughmylens.blogspot.co.uk/2011/09/un-bon-livre-dans-le-parc.html http://parisauquotidien-rosarueda.blogspot.co.uk/2011/05/les-tulipes-ou-le-bouquin.html http://www.flickr.com/photos/sistereden/6398392061/ http://operagirlcooks.com/2012/08/02/eurotrip-adventures-part-1/ http://www.gardenvisit.com/garden/jardins_deyrignac http://blog.hostelbookers.com/travel/eating-and-drinking/best-street-food-in-london/ Park Lane http://www.standard.co.uk/news/get-cars-and-buses-out-of-park-lane-says-boris-johnson-6904867.html http://www.dbarchitect.com/words/writings/94/how%20to%3A%20bicycle%20network%20toolbox.html http://www.bikesafe.eu/small-businesses http://blog.francinekizner.com/tag/weekend-trip/page/2/ Hyde Park Corner Bing maps http://www.travelforpassion.com/rossio-square-lisbon-lisboa-portugal-1457-photo http://takingoveryourmind.blogspot.co.uk/2012/06/font-magica.html http://www.123rf.com/photo_9064318_portugal-lisbon-typical-portuguese-cobblestone-hand-made-pavement.html http://www.alibaba.com/product-gs/488166986/Random_Car_Parking_stone_meshed_slate.html http://www.123rf.com/photo_8309881_diagonal-layed-yellow-pavement-tiles.html http://www.london-se1.co.uk/restaurants/info/666/bubble-cafe
FLOREAT
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Floreat - New Design For The Marble Arch To Victoria Corridor

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Floreat - New Design For The Marble Arch To Victoria Corridor

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Marble Arch to Victoria Station Corridor Design Intervention

BENVGPLC Urban Design Place Making Group 6C December 2012

(v.) May a Person, Place or Institution Flourish

(v.) May a Person, Place or Institution Flourish

A cultural intervention connecting space and people through vivid placemaking.

Listed Building Type I

Listed Building Type II*

Listed Building Type II

Pre 1800 Building

Type 3: Residential buildings with 3D surfaces Variations in wall colour

EXCEPTIONAL TYPOLOGIES IN STUDY AREA

Function and Land Use

SPACE and movement

40+ People Stopped 10+ People Stopped 1Person Stopped

Public/Private Land Use

Groups of stopped people

SPACE AND MOVEMENT

Traffic Volume and Congestion from 8 am to 8 pm

Visual Elements of Space

Gordon Cullens Serial Vision

Path - Portal - Place

Portal - transition, threshold, entry

Place - joining, being, belonging

Cross Section of Park Lane Mayfair Traffic Island Hyde Park

Hyde Park Corner

Hyde Park Corner

Length: 1000m Width: 22-60m

FUNCTIONAL SOCIAL VISUAL PERCEPTUAL TISSUE

STRENGTHS & WEAKNESSES

THREATS & OPPORTUNITIES

VISion and objectives

Ensure Continuity and Pedestrian Accessibility

Extending the Daytime into the Night

Creating Animated Public Spaces and Streets

Floreat (v.) May a person, Place or Institution Flourish

MARBLE ARCH AMPHITHEATRE

MARBLE ARCH AMPHITHEATRE

Day Time Functionality Families, playing, businessmen enjoying their lunch

Night Time Functionality Couples going out for a night of theater

MARBLE ARCH AMPHITHEATRE

Marble Arch Amphitheatre

Marble Arch Tube Station

Champs Elysees in the day

Champs Elysees at night

Current situation at Park Lane

Artist impression of Park Lane in the day

Artist impression of Park Lane at night

Hyde Park Book garden

Hyde Park Book garden

HYDE PARK CORNER

HYDE PARK CORNER

Font Magica, Barcelona

Outdoor Cinema, Florence

Bubble Cafe, London

Opportunity and Goal

The Railing Gallery

STRATEGY AND PROPOSAL

Marble Arch to Victoria Station Corridor An ununified, non distinct space.

term (10-15 yrs)

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