Residential developer HUB has been appointed as development manager for The Landing in Maidenhead by landowners Smedvig.
The 3.1-acre site has a 2015 permission for 225 flats, 368,000 sq ft of commercial and 50,200 sq ft of retail space, though HUB intends to reshape the permission with more residential.
The existing scheme has a gross development value of £250m which could increase considerably if there is more residential added.
“The scheme is exciting, and Studio Egret West were pretty bold with their existing scheme,” said HUB managing director Steve Sanham.
“However, there are some elements we think could be changed. We are a residential led developer, and we would like to see the residential increase.”
The development will also include substantial redevelopment of the public realm as it links the new Crossrail Station set to open in 2019 with the town centre.
“The centre of Maidenhead needs big ideas, and it is important to bring people back in,” said Sanham.
The development will be HUB’s first outside of London, and its first partnership with Smedvig.
The private office actively manages the assets of the Smedvig family and invests across a range of assets, including property developments in Norway and the UK.
Jostein Kalsheim, chief operating officer at Smedvig said: “We are confident they will strengthen the team, and lead the further development of the project to a successful completion in close co-operation with Smedvig and the Royal Borough of Windsor and Maidenhead.”
For the moment HUB will act solely as development manager, though there may be opportunity for further financial involvement as plans progress. It will work with existing developers London & Aberdeen Group to bring forward the development.
Robert Sloss, chief executive at HUB, said: “HUB has a proven track record of unlocking complex sites within the M25 to deliver high-quality homes and we are excited to bring that experience to this important regeneration project in the centre of Maidenhead.”
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