In what can only be described as an unholy alliance, the Home Builders Federation (HBF) has agreed to join forces with the Prince's Foundation, placing traditional design at its heart.
The announcement follows the HBF's recognition of 11 housing developments designed by the Prince's Foundation, which focuses on issues such as 'local character'.
The move will horrify the Modernist architecture establishment.
Executive chair of the HBF Stewart Baseley said: 'The Home Builders Federation is delighted to be partnering the Prince's Foundation in this important initiative to put quality of life at the centre of the design process.
'It demonstrates the clear commitment of the home building industry to attain the highest design standards and deliver the best quality homes for their customers.'
The two institutions claim they will concentrate on 'time-tested' values, and have already been commissioned to design 20 housing developments in the UK and overseas.
Prince's Foundation chief executive Hank Dittmar said: 'This programme highlights the fact that neighbourhoods matter and our commitment with the HBF is to design and build them better. By benchmarking the best from today, we give ourselves a base-line from which to improve.
'Furthermore, we can expect these new developments to increase, rather than decrease, in value over time.'by Richard Vaughan