MVRDV reveal ambitious plans to create Marble Arch visitor attraction for London

A new visitor attraction at London's Marble Arch is set to anchor ambitious plans to "reimagine" the city's famous Oxford Street shopping district.

The planned Marble Arch Hill visitor attraction, designed by architects MVRDV, is part of plans to attract people back to Oxford Street following the coronavirus pandemic.

Considered Europe’s busiest shopping street, Oxford Street has been hit particularly hard by COVID-19 measures.

Plans are already underway to diversify the street’s spaces, but the changes will take a number of years.

In the short term, Westminster City Council is seeking to use a temporary installation to create renewed interest in the area as London could be emerging from the conditions imposed by the pandemic.

Subject to securing planning approval, the 25m-tall attraction will offer visitors views over the surrounding areas.

The design comprises a "hollowed-out mountain", based on a scaffolding structure and will look to redefine the connection between Oxford Street and Hyde Park.

MVRDV's proposal for the installation takes inspiration from the history of the site. Marble Arch once marked the corner of Hyde Park, but in the 1960s new roads were added that turned the arch into a traffic island, disconnected from the rest of the park.

The design introduces a park-like landscape of grass and trees, and ‘lifts’ the recreated corner of Hyde Park to create the 25-metre-tall viewpoint.

“This project is a wonderful opportunity to give an impulse to a highly recognisable location in London”, said MVRDV founding partner Winy Maas.

“It’s a location full of contradictions, and our design highlights that. By adding this landscape element, we make a comment on the urban layout of the Marble Arch, and by looking to the site’s history, we make a comment on the area’s future.

"We enlarge the park and lift it at the corner. Marble Arch Hill strengthens the connection between Oxford Street and the park via the Marble Arch. Can this temporary addition help inspire the city to undo the mistakes of the 1960s, and repair that connection?”

Due to open later this year – if planning approval is secured – the attraction is expected to attract around 200,000 people while operational.

"Our proposed Marble Arch Hill temporary visitor attraction at Marble Arch signifies our ambitious approach to the District," said Westminster City Council leader Rachael Robathan.

"It will be important for bringing in visitors to support the local economy.

"However, it will offer so much more. We hope it will give people an opportunity to look afresh and with wonder at this well known, but sadly increasingly overlooked, area to recognise its beauty and importance.

"We want visitors to appreciate the wider context of this iconic location and its close connections to Oxford Street and Hyde Park, as well as other key destinations in the West End and beyond."

MVRDV  Marble Arch  Oxford Street 
Related stories
17 Mar 2020

MVRDV create urban lagoon and park in remains of old shopping mall

21 Feb 2020

MVRDV design "urban living room" with lush greenery and organic, stacked terraces

05 Jun 2014

Marble Arch £450m development wins planning permission

17 May 2010

Green light for Bomber Command memorial

More news
News stories: 1 - 30 of 7567     
 
 
 
News stories: 1 - 30 of 7567     
 
 
 
company profile
Company profile: Willmott Dixon
Willmott Dixon delivers the social infrastructure that people depend on in their daily lives. We partner with our customers to focus on the services they want to provide, not just the building we construct, and we are committed to achieving a higher social purpose through our work.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
The Center for Sustainable Landscapes in Pittsburgh, US
José Almiñana
"We are committed to designing evocative landscapes informed by the best environmental science"

The Andropogon principal on pushing the boundaries of landscape design for the benefit of humans and nature

The Alden B Dow-designed Whiting home is now a visitor centre
Alan Metcalfe
"When people are a bit scared, they gather together"

Featuring a vibrating glass platform and one of the US’s longest tree canopy walks, Whiting Forest has been designed to bring visitors closer to nature and to one another

The architects Dean Mackenzie and Hamish Monk
"We’ve designed the space so that the atmosphere is intimate"

Les Mills’ new studio spaces at its iconic Auckland City Gym showcase a trend away from masculine ‘grunty’ gyms to something altogether different

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
features
Manuelle Gautrand
"The cities where you have good cultural buildings and facilities – it’s a way for people to mix, to share the city in a much deeper way"

The French architect and winner of the 2017 European Prize for Architecture tells us why she is determined to surprise

Culture: Alexander Schwarz
Alexander Schwarz
"Our aim was to create a place celebrating public space and accessibility"

The opening of the James-Simon- Galerie on Berlin’s Museum Island completes two decades of work for David Chipperfield Architects. The lead designer talks us through the building

CopenHill urban ski centre
"It was born from the sheer anxiety of having to submit something brilliant in a very short timescale"

How a moment of desperation led to BIG’s CopenHill, the clean power plant that’s doubling as a skiing and leisure destination. Magali Robathan speaks to the architects that made it happen

features
Tina Norden
"We have created an approach which is playful, provocative but also functional"

Conran and Partners’ Tina Norden on playing with colour at Prague’s newly redesigned Hotel Maximilian

Schmidt Hammer Lassen’s Dokk1 library and urban space in Aarhus, Denmark
"Most clients are very focused on how buildings are used and experienced as the primary design driver"

The MD of Schmidt Hammer Lassen and the CEO of PerkinsWill tell us why their merger will help create smarter buildings driven by human behaviour

The book was published in 2019 by RIBA Publishing
Elina Grigoriou
"Temperature, noise level and colour affect our stress levels. As designers we should be asking ourselves, how do these things match up?"

The London-based interior designer and wellness expert hopes her new book will help readers understand how to design with wellbeing in mind

cladkit product news
Ritz Carlton co-founder joins Frontline Summit 2020 as keynote speaker
Hospitality veteran and Ritz Carlton co-founder, Horst Schulze, who brings more than 65 years’ experience to the table, has been announced as a keynote
Megan Whitby
Frontline work has never been more important and frontline workers are the largest class of workers on the planet, as ...
Atelier Alain Ellouz launches handcrafted precious stone lighting collection
LYRA has a sleek, cylindrical design complete with an elegant brass dimming switch
Megan Whitby
LYRA, GAMA, MONA and ATHENA are the first pieces from designer Atelier Alain Ellouz’s new.édition collection of handcrafted stone lighting ...
Painting with Light pushes boundaries to create unforgettable visual concepts
The team combines lighting, video, sound and special effects, with scenic and architectural elements, to create unforgettable visual experiences
Megan Whitby
Belgium-based light and video design studio, Painting with Light, will translate the story of your location into a visual experience, ...
cladkit product news
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
Siminetti unveils first glimpses of Mother of Pearl decorative surfaces inspired by the four seasons
The new winter design is finished with naturally occurring hexagonal patterns found in snowflakes
Megan Whitby
Siminetti has collaborated with British designer Chrisanna London to create a luxury Mother of Pearl decorative surface range inspired by ...
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
cladkit product news
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
ASPA International launches handheld UV-C light disinfection lamp
The compact plug-in product can be used easily in a commercial spa or domestic setting to disinfect surfaces with UV-C light
Megan Whitby
For over 30 years, ASPA International has designed and built high-quality spas for the hotel, health and wellness sectors. During ...
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
x
Sign up with CLAD for regular news updates