LCR - Axis Square

City centre engagement masterplanning

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Commercial challenge

When the UK Government's placemaking expert, London and Continental Railways Limited (LCR), were promoting a commercial scheme in the heart of Birmingham city centre, they needed a specialist agency who knew the city and could build strong relationships with stakeholders and neighbours during the planning process.

With demolition of an existing tower and the construction of four new buildings next to residential skyscrapers and large hotels, the challenge also included managing impact and disruption concerns of people living and working around the site.

Human approach

After being recommended by the planning consultant, we immediately mapped out all the local movers and shakers for the benefit of the client and project team, providing intelligence and insights to pave the way for productive and  positive stakeholder engagement.

We then crafted the key messages about the development proposals, framed in the context of Birmingham’s exciting evolution, the aspirations of its people and building for the next generation. Added to these were proactive messages around considerate demolition and construction to ease the fears of local  neighbours.

Gough ensured everything came together at two local public exhibitions, where we helped tell the story of the plans, generating the trust and support of local people and politicians.

Results

Both outline and detailed planning consents were obtained by LCR with little objection. These were aided by Gough forging positive relationships with key individuals, including with the Chair of the local Residents’ Association within the neighbouring building, who acted as a voice to the collective residents and shared positive information and updates.