Swaffham High Street Heritage Action Zone and Masterplan

We were appointed to prepare a Masterplan for Swaffham as part of a High Street Heritage Action Zone (HSHAZ) project a government-funded programme, delivered by Historic England to unlock the potential of high streets across England. We led a great team that included fabriklandscape Quota Heritage, and Momentum Transport Consultancy. The result was an award winning co-designed masterplan that was unanimously acclaimed at committee and by Historic England.

Swafham is a ‘pass through’ town, dominated by parking and traffic, with large supermarkets on its periphery and wayfinding issues, our co-created designs comprised of an exciting and innovative masterplan and innovative project plan to safeguard and celebrate the heritage of the town and utilise it to revitalize the town centre.

Through engagement we found that some of the key questions that led to a unique place specific design were:

– What did Swaffham’s historic environment mean to young people who are often not included in decisions about heritage assets
– How could public spaces be designed to be intergenerational allowing for young people to use the space without being seen as anti-social whilst also accommodating accessibility for all abilities and a welcoming environment for all residents

The masterplan fully utilises the insights gained from extensive engagement and realises the aspirations of its community, businesses, visitors and youth by enhancing the positive attributes of its town, encompassing its heritage (from its buildings to its auction and market), developing a spatial platform for its community spirit to flourish, whilst increasing its perception as one of Breckland’s most attractive historic market towns. The designs re-shape the mobility dynamic by designing for a Swaffham that can generate creativity and commercial opportunity focussed on communal interests and its heritage of performance and nurturing talent whilst bringing ample greening to its public spaces.

We used the historic structure of the town to create a natural stage to showcase, amplify and promote Swaffham – setting the stage for a sustainable, event filled, flourishing 21st century market town.

ClientBe FirstLocationBarking, London, UKServicesCo-design, Co-buildYear2021 AccoladesNLA 2021 - Shortlisted in the MEANWHILE categoryCollaboratorsFabrik, Waites, Be First