The AJ100 practice is drawing up a fresh masterplan to overhaul Croydons Whitgift shopping centre, Centrale shopping centre, and the surrounding town centre for site owner Unibail-Rodamco-Westfield (URW).URW, which also owns Westfield Stratford and Westfield Sheppard's Bush, said yesterday (12 November) that a mixed-used, residential-led scheme would replace Allies and Morrisons original vision which featured a large shopping centre.That masterplan, which won consent in 2013, was never delivered. Last year the AJ reported last year that firms including KPF were being considered to lead on a new masterplan for the same site.AdvertisementHowever Allies and Morrison has been officially unveiled as the design lead and its revised masterplan will focus on delivering housing and pedestrian-friendly public spaces to create a more sustainable and better-connected town centre, URW says. The development could also include shops and cultural uses.Proposed housing tenures will include market sale, build-to-rent, student, co-living, and supported housing. No numbers have been put on the homes set to feature in the scheme.A consultation runs until 29 November to seek public views on the emerging plans for the 10.5ha site, which has now been branded The North End Quarter masterplan,Allies and Morrison partner Paul Eaton said: The masterplan framework focuses on revitalising the centre of Croydon; transforming it with green pedestrian-friendly routes and public spaces, high-quality homes and thriving retail and community spaces.URW chief operating officer Scott Parsons added that the new vision will drive major positive change, establishing a thriving heart of Croydon that is inclusive and welcoming for all.AdvertisementWe know there is a strong desire from residents, businesses and stakeholders to see progress in the town and our goal is to harness Croydons creativity, youth and connectivity to develop a scheme that leverages its strengths with a diverse economy across retail, finance, community and the arts.Speaking to the AJ last year, Parsons said URWs vision for the site would be much more focused on the sustainability side of things and include more retrofitting of existing structures, while avoiding this big Deathstar-type inward-looking Westfield thats all singing, all dancing.He added: Were looking at the whole of the Croydon estate and have structural engineers and specialist advisers on board to look at what we can repurpose and what can be adapted and reused [and] It will be a phenomenal mixed-use development opportunity but it will happen in a much more organic and feasible way rather than just getting the wrecking ball out.In May last year, URW took full ownership of the site after buying out its 50 per cent joint venture partner Hammerson, which once had its own Terry Farrell-designed scheme to regenerate Croydon.Plans for Croydon town have been in limbo for almost a decade. A previous 1.4 billion plan drawn up by Leonard Design Architects was axed in 2021 after Croydon Council deemed it no longer appropriate.Croydons mayor, Jason Perry, said of the new masterplan: The regeneration of Croydon town centre remains a top priority, and we have been working closely with URW so that our vision for the future of Croydon is aligned with the plans they are consulting on.