The West End's £40m future unveiled

12:10pm Thursday 1st March 2007

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A FUTURISTIC light sculpture suspended 30 feet in the air over Oxford Circus is the centerpiece of a proposed £40 million West End makeover unveiled today.

Enlarged pedestrianised areas and spaces for alfresco dining and public art will transform the West End in time for the London 2012 Olympics, Westminster Council said.

The Oxford, Bond and Regent St (ORB) Draft Action Plan also highlights an array of buildings for redevelopment, particularly at the eastern end of Oxford Street, which has suffered from a rise in the number of bargain basement and souvenir shops.

"The West End will act as a showcase for the country come 2012 when the eyes of the world will be on Britain, and we are determined that visitors are wowed by what they see," council leader Sir Simon Milton said.

"Given the importance of the area we need all our partners, the private sector and central Government to follow through and make sure the West End is world class for the Olympics and beyond."

New West End Company chief executive Gary Reeves said doing nothing was "not an option".

"Shoppers and businesses have called for change; the public and private sector must now all work in partnership to make these aspirations a reality," he said.

Key points of the ORB Draft Action Plan

• Oxford Circus: A light sculpture high above the traffic and shoppers. Suspended 30 feet in the air from the surrounding buildings it will change colour throughout the year to reflect religious or cultural festivals, for example red during Chinese New Year.

• Oxford Street: Street furniture will be decluttered and replaced with iconic benches, signage, and one-sided masts that will run the length of the street.

• Regent Street: Broader pavements and a central reservation with regular crossing points.

• Bond Street: New Bond Street junction off Oxford Street will be pedestrianised and traditional lighting will reflect the unique character of the street.

• Oases: Set aside from the hustle and bustle of the main shopping streets shoppers will be able to relax in a series of oases - possibly in Dean Street, Great Titchfield Street and Old Cavendish Street - where they can dine al fresco and enjoy public art.

• Traffic: The development of the long-delayed Crossrail scheme, which will link east and west London, is vital to ensure the transport needs of the West End were met. Reducing bus traffic and moving taxi ranks and bus stops would also help ease congestion.

The council, the NWEC and Transport for London have already committed £12 million to the project.

The council today called on the government to allow it to use more of the money it collects through business rates to help provide further funding.

If it was allowed to keep one extra pence in every pound of rates collected it would generate £23 million, the council claimed.

The Draft ORB Action Plan is open to public consultation from today and will run for 12 weeks until May 27.

• See artist's impressions of the ORB Draft Action Plan in our picture gallery