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Introduction

Located near London’s Old Street Junction, 99 City Road is set to undergo a landmark transformation into a cutting-edge innovation hub. Granted planning permission by Islington Council in September 2023, the redevelopment, designed by Kohn Pedersen Fox Associates, will retrofit and extend the existing 1990s office building.

The project includes 64,873m² of adaptable, high-quality workspace with 11% affordable provisions, a publicly accessible ground floor, and significant improvements to the surrounding public realm. By retaining much of the existing structure, this Net Zero development prioritises sustainability while delivering generous community benefits. Construction is set to commence later this year.

Challenges

The planning process for 99 City Road posed significant challenges due to the scale of the proposed tower and its impact on the surroundings. As a major 35-storey redevelopment in a sensitive location, securing planning permission required proving that the project would deliver substantial public benefits and align with Islington Council’s vision for sustainable urban growth.

One key challenge was demonstrating how the proposed ground floor amenities—including a publicly accessible, permeable space and community makerspace—would enhance the local area and provide long-term value for residents and businesses. The design team needed to address concerns about the building’s scale and ensure it responded sensitively to its Victorian architectural context.

To gain confidence from the Council, the team presented detailed sustainability strategies, including the retention of the existing structure and ambitious targets like BREEAM Outstanding and WELL Core Platinum. This collaborative and transparent approach ultimately secured the Council’s approval for the scheme.

Solutions

Cityscape supported the planning process for 99 City Road by leveraging our Catalyst platform to create a powerful, high-impact visual narrative. To address concerns about the scale of the development and its integration into the surrounding area, we produced a detailed four-minute video that directly compared pre-existing site conditions with the proposed transformation.

Using a combination of actual film footage and Catalyst-generated visuals, the video showcased the site’s current state alongside its future vision with exceptional clarity and detail. This side-by-side comparison highlighted the architectural improvements, enhanced public realm, and ground-floor amenities, providing stakeholders with a comprehensive understanding of the development’s benefits.
Catalyst’s immersive approach ensured the video effectively communicated how the scheme would deliver significant enhancements to the local area. This level of transparency and detail gave Islington Council the confidence needed to approve the landmark project, demonstrating the transformative potential of the redevelopment.

Results

Cityscape Digital’s innovative use of Catalyst played a key role in securing planning consent for 99 City Road, including approval for the landmark 35-storey tower. The immersive visuals and side-by-side video comparisons provided stakeholders with a clear and compelling understanding of the development’s benefits, building confidence and consensus throughout the process.

Following planning approval, Catalyst was instrumental in refining the design of the ground-floor amenities, ensuring they aligned with both community needs and the project’s overall vision. The platform’s ability to facilitate collaborative design development helped maximise the value and functionality of these public spaces.

Catalyst continues to deliver value as the project transitions into its marketing phase. The same digital assets developed during planning are now being utilised to pitch the scheme to potential tenants and investors, showcasing the project’s unique features with a high-quality, interactive marketing tool. This seamless evolution demonstrates the lasting impact of Cityscape’s approach.

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