JA Projects part of a high-profile team delivering the Future of London's West End

JA Projects has been working as part of a high-profile design team to deliver a once-in-a-generation transformation across Piccadilly Circus, Haymarket, and Regent Street.

Led by Allies & Morrison, the consortium has been commissioned by Westminster City Council and The Crown Estate to reimagine some of London’s most iconic streets as a culturally rich, sustainable, inclusive, and pedestrian-first environment.

Whilst contributing to the wider scheme, which builds on the historic Regent Street to St James’s Park thoroughfare laid out by John Nash over 200 years ago, JA Projects will lead the design of Piccadilly Circus. This world-famous illuminated civic stage is one of London’s most symbolic sites of public life.

As part of the design team, JA Projects brings deep expertise in the public realm, informed by its work on high-impact urban interventions.

Today, Piccadilly Circus is shaped by movement rather than meaning. By reclaiming space for people, the proposals imagine a different future, one in which the Circus becomes a shared civic stage for gathering, performance, and expression, a generous and welcoming place that gives form to London’s creativity and public life at the heart of the city.

Recognising Piccadilly Circus as one of the West End’s major night-time destinations, often attracting more visitors after dark than during the day, the proposals give particular attention to how the space operates and feels at night, drawing on its storied history as  London’s epicentre of digital innovation and iconic illumination.

‘We’re honoured to play a leading role in rethinking the heart of London’s West End. Our ambition is simple but profound: to create public spaces that are not only beautiful, but also resonant, resilient, accessible and alive. This is about creating a public realm for people now and for generations to come.' said Jayden Ali, Director of JA Projects.

The scheme has been developed in response to multiple rounds of engagement and will be developed further over the next seven months, culminating in a statutory consultation in summer 2026.

Allies and Morrison partner Daniel Elsea, and its director of landscape architecture, Eric Hallquist, said: ‘We have assembled a creative coalition of designers, makers and doers from the worlds of sustainability to contemporary art, to work with us, Westminster and the Crown Estate. Together, we’ll help craft the future of the landmark destinations of Regent Street, Piccadilly Circus and Haymarket to be enjoyed by everyone for decades to come.’

Speaking on the announcement of the partnership earlier in the year, Crown Estate managing director for development Kristy Lansdown said: ‘This announcement marks another exciting moment for our partnership, to deliver a greener, more inclusive and accessible West End for all and to ensure London remains a leading global city.’

By honouring its history, celebrating its energy, and putting people at the centre, the transformation will make Piccadilly Circus a truly vibrant civic stage for London, day and night.