The Movement reflects U+I and HLM’s shared a vision to create a diverse mixed-use community at the Greenwich DLR & main line station, creating a new gateway to Greenwich Town Centre. Our masterplan delivers a vibrant, inclusive and sustainable mixed-use community based upon cultural, social and economic diversity; while recognising the need to generate economic stimulation, activity and value. HLM and U+I brought a well-established strong track record of delivering ambitious and complex objectives through the appropriate balance of design flair, a collaborative team ethos, and strong leadership.

Design Approach

HLM’s consistently thoughtful process combines careful and extensive analysis of every aspect of this site context.

A thorough understanding of the site has contributed to a carefully crafted masterplan where all constraints and risks are minimised while optimising the many opportunities presented by the urban context; catalysing local economic development through high quality design to create value and growth in the local economy; providing quality buildings for living, working and leisure. The new urban environment meaningfully enhances the local sense of place, in harmony with the local community it serves.

The project consists of approximately 500,000ft2 of high density mixed-use urban development set around a new street connecting Greenwich High Road and Norman Road via the station entrance; including residential, incubator, office space, hotel, student accommodation, commercial, leisure and community functions. Following an extensive process of design development and consultation with the Local Planning Authority, neighbours and the public at large, the scheme brief and the resulting design have been developed into a carefully zoned mix of uses to produce a series of creative and innovative building designs, all contributing to provide high quality living and working environments fully integrated within the site and the wider public team.

The architectural treatment creates a range of complementary styles as you would expect in any street scene. The language of each element gives it individual identity and a rich visual quality when seen as a whole. Even the public realm embodies the narrative of the new place, carefully linked back to the heritage of Greenwich and its role in the industrial revolution.

"I would like to thank you for your contribution to the success of The Movement and to making it the inspiring and beautiful place it is. As a team we have transformed a derelict industrial warehouse site into a new living, breathing community bringing jobs, homes and economic sustainability to an important part of Greenwich Town Centre."

Richard Upton, Chief Development Officer