The current housing reality in the UK presents challenges that impact our nation’s competitiveness. To address issues of supply, demand, quality, and affordability, we firmly believe that both greenfield and brownfield developments must not only be allowed but actively encouraged. Rather than pitting urban and rural settings against each other, we advocate for embracing both. This could be the answer to driving economic growth for the UK.
A key factor in unlocking the potential of strategic development lies in reframing the ‘levelling up’ discussion. Investing in specific areas of strategic significance, as highlighted by the ‘Centre for Cities,’ holds more promise than striving for equal investments everywhere. By collaborating with diverse stakeholders and employing scenario planning, we can collectively make decisions that serve the interests of the end users effectively.
Our success in delivering customised, smart solutions is showcased through the following case studies. These examples vividly demonstrate our commitment to providing forward-planned solutions that cater to immediate, emerging, and future needs:
Greenfield and Going for Growth: Westley Green
Westley Green, located in the Cambridge Norwich Tech Corridor, is envisioned as a self-sufficient community. With plans for approximately 8,500 homes and an 84% reduction in local road usage, this project exemplifies our transport strategy-led approach. By considering demographics, increased remote work, and future transportation trends, we have achieved a harmonious balance between housing and employment opportunities to ensure a thriving community.
Bringing Brownfield Back to Life: Firepool
The transformation of Firepool in Taunton from a derelict cattle market to what will be a vibrant development showcases our dedication to creating sustainable additions to towns. Acting as a ‘gateway’ and extension to the town centre, the low-car use scheme complements Taunton’s ‘Garden Town Vision.’ Careful integration of open, low-rise residential spaces with public realm areas will add significant value to the community.
Collaboration remains the cornerstone of our sustainable success. As a strategic partner, we prioritise individuals over financials, recognizing that people lie at the heart of any community. Public realm and site infrastructure hold invaluable importance in land development, contributing to the creation of future-proofed communities.
At Jubb, we measure the viability of a site not solely by its revenue potential, but by the value it brings to its occupants. We firmly believe in finding the right balance between profits and prioritising the well-being of individuals.
Strategic land opportunities can deliver profound success when approached with the right strategy. Regeneration, building upon past achievements, is essential, and the mix of uses should cater to both current and future needs.
As an industry, learning from past successes, including those of our counterparts, is invaluable for moving forward positively. Embracing diversity and leveraging our differences will allow us to build a better future, whether supporting specialised industries, technological advancements, or nurturing future talents.
Our continued commitment to strategic development positions us at the forefront of shaping thriving communities. By embracing both greenfield and brownfield opportunities and focusing on individuals’ needs, we aim to create a future where sustainable, vibrant, and inclusive communities flourish.
If you need expert advice on strategic planning and engineering, get in touch with us today. Our experienced team of multi-disciplinary engineers and planning design consultants can collaborate with you to help shape thriving communities of the future.
