UK practice Terry Farrell and Partners has won a competition to design a master plan for the regeneration of Holborn, Bloomsbury, and St Giles in central London, England.
The practice beat other shortlisted firms comprising HOK, Dixon Jones and Gillespies.
Terry Farrell said London must build on the existing assets, qualities and characters of the commercial hub to ensure it becomes a world class urban quarter, complete with world class public realm.
Designs will include street improvements, the reduction of pavement clutter and expansion to support pedestrians and cyclists in the area.
The master plan will be released for consultation next year, according to bdonline.co.uk.