International, award-winning architecture, masterplanning, interior and graphic design firm, Benoy, has officially completed its retail strategy for Elephant Park, located within the Elephant and Castle Masterplan in Central London.

This pivotal London regeneration project will revitalize a major thoroughfare within the UK capital’s city center. Benoy was appointed to provide the overall site’s Retail Strategy Concept, which creates a cohesive design dialogue for the wider development.

Working with Lend Lease on this intricate, mixed-use scheme, Benoy’s retail strategy— including the Shopfront Design Guide—blends a genuine London culture with the cosmopolitan nature of the 21st century global capital.

The primary goal of Elephant Park is to engender an environment for the residents to appreciate and call home. Incorporating the best of British Retail and amenities to attract local shoppers, this approach aims to be an example for the future of the High Street.

With a strategy focused on creating a place for the residents to enjoy their shopping in a relaxed, community-centered neighborhood, Benoy is projecting life and vibrancy into the redevelopment. The scheme balances High Street tenants with innovative new businesses generating a fresh atmosphere.

Benoy Associate Director Nikhil Pase described the project as a leading example of the positive improvement London is undergoing. “Our strategy incorporates all the complex facets of the overall plan into a scheme which attracts the residents of Central London as well as the travelers from around the world who come to London to see where British heritage meets international design,” said Pase.

Elephant and Castle is one of the many areas of London undergoing a major renovation. Benoy’s Retail Strategy received sign off in December 2014 and is now under construction. The firm is also working on several phases for the Battersea redevelopment as well as acting as a strategist and architect for Silvertown in East London.