The winner of a competition for architects has been chosen to lead the transformation of the Broadway Triangle area of Maidenhead.
Studio Egret West was announced as the winner of a Royal Institute of British Architects (RIBA) contest to be the master planner to reinvigorate the town centre site.
The firm is behind designs including the eye-catching Clapham One library and apartment building in Clapham town centre and part of the £250 million redevelopment of the former EMI record factory in Hayes.
Founding director Christophe Egret said he hoped its plans could create a link between the railway station and town centre.
He said their vision was to inject new life into the area with shops and places for eating and drinking at ground level with residential and office space elsewhere.
"There's nothing worse in an urban environment than all office or all residential buildings," he said.
"We want it to be alive during the day and in the evenings.”
"One of the ideas is to create something strong in the centre of the site so there's a sense of destination and also to preserve the lovely curve of Queen Street.”
The judging panel - which included representatives from the Royal Borough and RIBA adviser Sarah Williams – said designs were 'embedded at the heart of Maidenhead'.
Concepts of its proposals were not made available by the firm, but Mr Egret said images could be available within six weeks after consultation with town centre stakeholders.
Competition runners-up, Allies & Morrison, have also been chosen to do a major building within the scheme.
The firms will work with developers London & Aberdeen Group, Smedvig Eiendom AS of Norway, the council and the Partnership for the Rejuvenation of Maidenhead (PRoM) on designs for a planning application to be submitted later this year.
"This is another step towards our mission of creating a town centre that is the distinctive heart of the community and an appealing home to people and commerce," said PRoM chairman, Bob Dulson.
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