By continuing to use the site you agree to our Privacy & Cookies policy

Your browser seems to have cookies disabled. For the best experience of this website, please enable cookies in your browser.


Your browser is no longer supported

For the best possible experience using our website we recommend you upgrade to a newer version or another browser.


Wimpey hires Red or Dead to fashion Gateshead housing

Wimpey has signed up Red or Dead fashion designers Wayne and Gerardine Hemingway to design 688 homes for a development on the banks of the River Tyne in Gateshead.

The firm approached Wayne Hemingway after he publicly bewailed the state of the UK mass housing market in April, offering him the chance to 'put up or shut up'.

The fashion gurus were advised by Newcastle architect Ian Darby Partnerships on the design of the £70 million Staiths South Bank development.

The 16ha site was last used for the 1990 Garden Festival, but has remained unused since the event.

Planning permission for the site will be submitted this week.

Jane Massey, partner with Ian Darby Partnerships, told the AJ: 'We were a little anxious at the beginning. But it was very refreshing. The high profile of the Hemingways allowed them to be very bullish and come at the project from a different angle.' She said the practice found the project to be a 'very positive experience' and would welcome similar projects in the future.

Gerardine Hemingway said: 'We weren't interested in designing £500,000 penthouses on the Thames or wallpaper for the interior of a show home.' Wayne Hemingway said he wanted to design homes to meet the needs of the community and 'to make affordable homes exciting to live in'.

Ronnie Baird, managing director of Wimpey City Living, added: 'People have said: 'Why use fashion designers to build houses?' But Wayne and Gerardine have brought a new way of working to the table. They questioned practices that [housebuilders] have taken for granted for decades.'

Council leader George Gill said: 'Involving two leading figures from the fashion industry can only stimulate innovative architecture.'

The site will include family homes and flats, which will cost between £55,000 and £175,000.

Have your say

You must sign in to make a comment.

The searchable digital buildings archive with drawings from more than 1,500 projects

AJ newsletters