Grosvenor Britain & Ireland has launched an international call for ideas to re-imagine Grosvenor Square in London, seeking ideas from all the creative industries – particularly from the fields of architecture and design – on how to rejuvenate the square particularly making it appeal to a broader range of people.

In 2017, Grosvenor surveyed 1,000 Londoners and visitors to find out their views on how this public space should be used. The feedback was that awareness of the square was low and that it was seen as imposing and unwelcoming by those who knew it.

The return of management responsibilities for Grosvenor Square to Grosvenor in May 2018 has presented a remarkable opportunity to redefine and improve the historic square’s civic, aesthetic and cultural contribution to Mayfair, the West End, London and the world.

“Grosvenor Square should be a defining public space for London,” said Craig McWilliam, chief executive, Grosvenor Britain & Ireland. “However, from our research we know it has a low profile and that as a more welcoming and engaging space it would better reflect the capital’s character and appeal to a broader range of locals, visitors and Londoners.”

Grosvenor has a 20 year vision to transform its London estate to help tackle the pressures facing the capital and all the communities it supports. With London’s rapid growth, this strategy will see Mayfair and Belgravia be more active, more open and more integrated, working harder for the city. In the next 10 years Grosvenor will invest £1 billion in future proofing its estate to help it meet the challenges of population growth and to deliver the vision.

“As a business, we are opening ourselves up to public opinion,” McWilliam added. “Our call for ideas is a challenge to urban visionaries of all kinds to help us reimagine the square to recapture its place in the minds of those who visit, live and work in London. Our independent panel of urban innovators and disruptors will review, filter and critique the very best ideas for us to take forward.”