Trafford Council embarked on an ambitious journey to regenerate key areas of the borough, driving urban transformation that aligns with the government’s growth agenda. As part of this initiative, two crucial projects were undertaken: the development of a digital design code and a comprehensive masterplan for the Trafford Wharfside area.
Facing tight deadlines, complex challenges, and a vision for sustainable growth, Trafford Council turned to us for expertise and innovation. We delivered solutions that not only met their immediate needs but also set new standards for digital urban planning and long-term regeneration.
Challenges: balancing vision with practical constraints
Trafford Council needed to develop a cutting-edge digital design code as part of the UK government’s Design Code Pathfinder Programme. Like many local planning authorities, they lacked the in-house expertise to create an interactive and user-friendly digital document that met government standards. The project had to be completed within a tight timeframe, with funding from the Department for Levelling Up, Housing, and Communities (DLUHC), adding pressure to deliver an innovative solution quickly.
The regeneration of the 87-hectare Trafford Wharfside site presented additional challenges. A draft Development Framework had been produced which set out the high level vision and objectives for the area. However, this needed to go further but Wharfside’s fragmented industrial landscape, combined with its proximity to major landmarks such as the Imperial War Museum North and Old Trafford Stadium, and the site’s intricate land ownership structure, required a flexible master plan and design code that ensured design quality as the area developed over time. Trafford Council needed a masterplan that could integrate residential, commercial, and public spaces while promoting connectivity, sustainability, and addressing broader goals such as reducing health inequalities and tackling the climate crisis- all within a framework that supported long-term sustainable growth for this important strategic site.
Solutions: transforming vision into reality with technology
We addressed the challenges of both the design code and the masterplan through innovation, collaboration, and the use of technology. Our approach ensured that both projects achieved the highest standards of quality and usability.
We supported Trafford Council in creating one of the first truly digital design codes in the UK, offering a solution that went beyond simply digitising a document:
- Urban design expertise: We provided in-depth urban design expertise to shape the content of the design code, ensuring it met both community needs and government standards.
- Visuals and production: We produced graphics, 3D models, virtual reality simulations, and other visual media, to ensure the design code was visually engaging and easy to use.
- User experience strategy: We developed a strategy to make the design code interactive, easy to navigate and accessible to a wide audience. This approach encouraged broader public participation in the planning process.
Simultaneously, we developed a masterplan for Trafford Wharfside, building on the Development Framework, that set out a clear vision for the area’s transformation in the future. The plan included detailed strategies for land use, block typology, building heights, massing, and skyline assessments to guide a phased and strategic development.
- Integration of landmarks and connectivity: The plan connected key landmarks such as Old Trafford Stadium and the Imperial War Museum North, improving public access and creating a cohesive waterfront area.
- Immersive digital tools: We used advanced technology, including an online 3D model and virtual reality walkthroughs, to allow council members and the public to interactively explore the masterplan. This enhanced engagement, transparency, and trust.
- Sustainability focus: Sustainability was central to the plan, incorporating green infrastructure such as walking and cycling routes and a substantial linear urban park to promote healthier, environmentally-friendly communities.
Both the design code and the masterplan were designed with flexibility, allowing for future adjustments and ensuring they could be adapted with evolving needs. Together, these solutions enable better decision-making, reduce delays, and ensure consistency across projects.
Results: setting new standards in design, planning and regeneration
The combined impact of the design code and masterplan has been transformative for Trafford, resulting in:
- Efficiency and streamlined decision-making: Both projects provided clear, predefined standards that accelerated decision-making, reduced delays, and allowed developers to better understand design expectations. This led to faster project approvals, smoother collaboration between stakeholders, and fewer disputes.
- Certainty for developers: By defining building heights, massing, land use, and other planning standards, the design code and masterplan offered developers a transparent framework that ensures alignment with the council’s vision for sustainable growth. This ensures compliance, reduces risks and leads to a smoother development process across the borough.
- Improved quality of life and sustainable development: Both projects prioritised the creation of high-quality, sustainable communities. The design code ensures that new developments reflect Trafford’s unique character and include green infrastructure such as walking and cycling routes. The masterplan promoted sustainability by connecting key public spaces and amenities, creating a more cohesive and environmentally friendly community.
- Economic and social regeneration: The masterplan will deliver over 5,000 new homes, one million square feet of employment space, and new public parks and streets. This will attract new businesses, residents, and visitors, stimulating long-term economic growth.. The design code ensures that all new developments contribute to creating beautiful, liveable spaces, enhancing investment and housing standards. Together, these projects are driving regeneration and growth.
- Community engagement and empowerment: The design code’s interactive, digital-first approach gave residents an active role in the planning process, empowering them to shape their neighbourhoods and ensuring their voices were heard. Similarly, the public engagement tools developed for the masterplan - including virtual reality walkthroughs and an online 3D model - provided transparency and built trust. By reflecting local needs and preferences, both projects enhanced public confidence in Trafford’s future development.
The digital design code is one of the first of its kind to be adopted by a local planning authority in the UK, setting a precedent for how future planning documents could be digitised. Speaking about its success, Cllr Liz Patel from Trafford Council remarked: “The Trafford Design Code sets the standards of what we want to see in terms of the design of new places and buildings. It puts people at the heart of design decisions and will have a positive impact in our neighbourhoods for years to come.”
Unlocking potential for long-term success
Our partnership with Trafford Council highlights the impact of combining technical expertise with a forward-thinking approach to urban planning. By delivering a groundbreaking digital design code and a comprehensive masterplan, we have helped unlock the full potential of Trafford’s strategic development sites, regenerating the area with maximum efficiency from planning to long-term sustainability. By adding value at every stage, we have combined innovation and expertise to ensure that every piece of the project excels in creating thriving, sustainable communities.
Transform your community with our forward-thinking design and planning solutions. Contact us today.
