DMA-designed Croydon hospitality hub catalyst for regeneration

Dexter Moren Associates have designed a new £90 million hospitality hub in Croydon for LHG (London Hotel Group). Located at 585-603 London Road, the development features high-quality contemporary design that is both striking and responsive to its neighbourhood and will play a key part in the regeneration of the area.

The scheme will provide a high standard of guest accommodation currently lacking in the locality and bring about a significant improvement to the local townscape. The architectural design has been dovetailed with the landscape strategy to provide several new public realm spaces that will improve the experience of guests as well as local residents. The proposed masterplan was positively received by local residents and was granted unanimous approval by the local council in May 2017.

DMA project director Herbert Lui said “Looking back at the first sketch, it has been an exciting journey with LHG and the design team to arrive at a planning consented scheme that we are really proud of. The architecture is bold, punchy and complementary to the urban scale and context. We are also pleased with the public realm spaces that create a socially inclusive and inviting setting along London Road.”

The project was included in a recent walking tour of the Growth Zone in Croydon organised by New London Architecture. Local stakeholders, including council representatives, occupiers, developers and investors were offered an insight into how this major development will act as a catalyst for regeneration of the area that will benefit local residents and visitors and staff of neighbouring Croydon University Hospital and Croydon Masjid Islamic Centre who will gain convenient accommodation, an after-hours restaurant and additional car parking spaces.

Lee Parker, Director of Growth at Croydon Council said “The proposals play a key part in the ongoing growth of Croydon. It will help to meet the identified need of an additional 40,000 hotel rooms across London through to 2036 and directly enhance the number and quality of hotel accommodation in Croydon. In terms of regeneration and growth this represents a significant step forward for this part of London Road and complements regeneration plans in West Croydon and Thornton Heath. The design and appearance are of a high quality and will improve the street scene bringing high-quality public spaces within the site. The scheme will also bring forward jobs during the construction and operational phases, and offers a number of other public benefits.”

LHG director Christian Desira said “We pride ourselves on delivering modern, high-quality hotels and it is for that reason we have employed one of the best hotel designers in the word for our new hospitality hub in Croydon. This is one of LHG’s largest developments to date and I am delighted that the designs for the scheme have been met with such enthusiasm by local stakeholders and that it will play an important role in the future growth of the Borough.”

The scheme will involve the demolition of three existing hotels with a combined total of 256 rooms – to be replaced by a  435-room hotel and 158-room aparthotel with dining, conference and leisure facilities. Construction is expected to commence in the second quarter of 2018.

To see more images and read more about the project, click here.