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Westminster council and The Crown Estate will launch a competition to design a 鈥渙nce in a generation鈥� transformation of the heart of London鈥檚 West End this month.

The pair are looking for a multi-disciplinary practice to create a 鈥渓andmark city-shaping scheme鈥� spanning Piccadilly Circus, Regent Street and Haymarket.

A prior information notice has been posted for the 拢1.7m job with invitations to tender expected to be published on 18 June.

The council and the Crown Estate said the ambition of the scheme is to revitalise the areas as 鈥渧ibrant, inclusive, resilient and sustainable places that reflect the dynamism of one of London鈥檚 leading cultural and commercial districts鈥�.

鈥淭he selected design team will have the opportunity to leave a lasting mark on one of the world鈥檚 most celebrated urban landscapes,鈥� the pair added.

The competition will look for 鈥渁mbitious, innovative and solutions-focused鈥� urban designers with a track record in developing 鈥渨orld class鈥� public realm design in high profile urban environments.

The brief will include a focus on incorporating nature, creativity and the design of 鈥渢imeless spaces鈥� which ensure the new public realm is adaptable to future needs.

The call for proposals will be an open tender process with a deadline of midday on 2 August and a full contract notice expected to be published on 9 September.

It comes four years after Westminster council launched a similar process to transform nearby Oxford Street, appointing urban design consultancy Publica as 鈥榙esign guardian鈥� for the 拢235m revamp in 2020.

That project included the creation of MVRDV鈥檚 disastrous Marble Arch Mound, which became a laughing stock when it opened because of its unkempt appearance despite its budget

Rotterdam-based MVRDV later distanced themselves from the project, criticising the council for overseeing a 鈥渓oveless execution鈥� of its design.