Broadway in London, contemporary art deco architecture.

The Broadway, completed in 2022, is a 1 million square foot mixed-use development that establishes a new destination in Westminster comprising 268 apartments, workspaces, and retail shops with a generous new public space.

A project rooted in the urban context

The design of Broadway is rooted in the context, starting from the urban scale to the final details of the architectural complex, thanks to the work of Squire & Partners, an architectural studio recognized for its urban architecture projects. The studio was responsible for the design of every element, the masterplan, the architecture, and the interiors, achieving a scheme that creates a unified perception. The site previously housed the Metropolitan Police Headquarters and lacked any kind of urban-scale project or contribution to the public sphere.

The connections between architectural project and urban scale

Keeping in mind the intention to overcome these major flaws of the previous function, the project for the Broadway complex has envisaged the division of the site into two blocks, each composed of three buildings ranging from 14 to 19 floors. An atmosphere in a "campus" style is created, and a new connection is established through the plot between Victoria Street, the Broadway itself, and Dacre Street, reintegrating the site into the urban fabric.

Art Deco Inspiration

Inspired by the art deco architecture of Charles Holden's 55 Broadway, the design of Broadway creates a contemporary and understated response that draws on the geometric forms of the period, fashion, and opulence, giving the precast panel facades a diamond-shaped form. The aim was to create a design that was consistent with the six buildings, respecting both the language of the commercial buildings on Victoria Street to the south and the historic sandstone buildings of the Conservation Area to the north. The result is a unique design expressed in three design variations.

The design coherence of the large architectural block

Located at the ends of the site, buildings 1 and 6 are paired with the same language of dark gray prefabricated concrete and dark bronze window frames. Facing Victoria Street, buildings 3 and 5 feature white prefabricated concrete with medium-toned bronze window frames and a honeycomb metal mesh installed within the glazed units. To the north, buildings 2 and 4 interact with the adjacent historic area through sand-colored concrete and light bronze windows. The three bronze tones are used in the same way in the interior design of the apartments

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Squire & Partners

248 Ferndale Rd, Brixton, London, SW9 8BB, United Kingdom