4

Design Concepts &

Principles

“It will affect my future because there would be more jobs and houses
to live in. The plan is good because its making Rushenden and
Queenborough a better place / there is all glass on the roads and
teenagers are wrecking all our stuff”
Rosemary Penfold age 9
 Design Concepts & Principles
Design concepts and principles
taken account of the design principles set
The previous chapter has set out the main RXW LQ WKLV PDVWHUSODQ ZLWK VSHFLÀF UHIHUHQFH
components of the masterplan. This section to its contents, and how the development will
deals with fundamental underlying principles FRQWULEXWHWRWKHDFKLHYHPHQWRIWKHREMHFWLYHV
that will guide the development of the of the masterplan.
detailed design of residential, employment,
2. Creating legibility: views, landmarks, 4. Spatial street hierarchy: streetscape design
WUDIÀF UHODWHG DQG RWKHU HOHPHQWV RI WKH
permeability and key frontages principles
masterplan. Key issues such as project delivery
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others are set out. The masterplan contains a
set of simple guiding principles that will lead
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the Government and its advisors such as CABE
and The Kent Design Guide.

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guidance set out in this masterplan and the
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VXVWDLQDELOLW\ LQ (QJODQG  :KHQ SUHSDULQJ
Design and Access Statements to accompany
individual planning applications, applicants will
EHH[SHFWHGWRGHPRQVWUDWHKRZWKH\KDYH

1. Integrating and linking Queenborough 3. Grain: principles of height, massing and 5. Activity and movement: active frontages
and Rushenden density and safer places

70
 Design Concepts & Principles

6. Greenspace and landscape: landscape 8. Sustainability: the wider picture 9. Waterspace: the theme of water:
strategy and public space

7. Art and community: arts & , community and . . . Lighting Strategy 10. Creating place and distinctiveness:
Character Areas

71
 Design Concepts & Principles
History, local distinctiveness and creation of
sustainable communities
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characterised as those where people can enjoy
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good housing, transportation, employment,
health and leisure opportunities within the
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Queenborough and Rushenden
Once an important seafaring town, the area
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with the wider economy of the Isle of Sheppey.
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of social exclusion.
According to the 2004 Index of Multiple
Deprivation Swale Local authority is the 13th most
deprived ward out of the 67 in the South East
Although this is a relatively low statistical starting
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and Rushenden have VLJQLÀFDQW SRWHQWLDO IRU
regeneration. The construction of the new
Swale crossing presents a major opportunity
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for environmental and social enhancements.
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Regeneration project translates this opportunity
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community.
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a very clear remit for government at all levels
to consider the holistic needs of new and
existing communities in the English growth
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in overarching planning policy guidance and
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prepare Statements of Community Involvement
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the Regeneration Frameworks of the local
regeneration delivery vehicles each recognise
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the 20% most deprived nationally. 10 of these
are on Sheppey of which four are in the worst
10% nationally. These areas score particularly
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ranked 82 out of the 5319 SOAs in the SE and
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Kent. The education attainment and progression
levels of Swale are amongst the worst in the SE
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degree level compared to Swale average of
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compared to Swale average of 34.4% and
‡ A high proportion of the new dwellings will
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integrated throughout the regeneration
area, taking into account the commercial
issues driving the development.
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provided as part of the overall Masterplan,
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meet the future needs.
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programme related to construction, and
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life and social opportunity.
Effective information exchange and partnership
working amongst stakeholders and the
community are powerful tools in developing
inclusive communities. In particular a focus on
empowering local people to access new skills
training, employment, housing and community
facilities arising from growth can help accrue
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lifelong learning and relevant employment
skills in the community.
‡ An appropriate long term management
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community to ensure ongoing governance
and operation of facilities is in ownership of
the community.

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‡ strong communities that are safer and more
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‡ a healthier population.

72

Urban Design and a Sense of Place
Background
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intrinsically linked. It is vitally important that
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development of a real sense of place. This is
important in that it will not only help maintain
the historical and cultural dimension of the
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driver of economic and social development.
In line with the guidance set down in the
Masterplan as a whole concerning the form of
development and the local characteristics of
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designed such that they address these factors
and encompass the strong environmental
design principles outlined throughout this
Masterplan.
Queenborough and Rushenden
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Creating distinctiveness
One of the key desires of the local population
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and its integration into the existing community
helps to deliver a safe and secure environment
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coupled with the provision of facilities for
existing and future residents, so that vandalism,
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avoided.
The Masterplan outlines some key factors
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Rushenden:
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‡ A range of housing styles and different price
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owned homes.
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development should respect existing
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as the Swale, the marshes and the creek. A
great deal of community consultation and
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WKH GHYHORSPHQW DQG LW VKRXOG EH FRQVXOWHG
regularly for guidance.
All elements of new development will have to
comply with the principles of the Kent Design
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provided in accordance with the Masterplan,
other sections of this Volume, and with particular
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Technical Appendix on Biodiversity.
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residential developments emulate historic
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thriving community.
‡ Designing out crime to deliver a safer
environment in which to live.
A Sense of Place:
‡ Development must protect and enhance
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and distinctiveness of the area.
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the development of new architecture must
respect the local context.
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enhanced.
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and local indigenous plants.
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with landform, local landscape character,
heritage and cultural assets.
73
 Design Concepts & Principles
Principle 1: Linking Queenborough &
Rushenden

The proposed regeneration and development Queenborough A249 to

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wide. These include a wider range of housing,
employment, environmental improvements The Creek Castle and
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to Rushenden, which, to a degree, is physically
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Physical Swale
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the island. This isolation seems to exaggerate
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hindrance of the local community. Physical
changes to the surrounding area and to the
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Social
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Cullet Drive
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Rushenden is too small in its own right to support

community and make commercial facilities Rushenden
such as local shops truly successfully. Rushenden
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community and commercial facilities adjacent
to its core. Increasing the population and thus
critical mass needed to support these through
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these facilities.

74

Infrastructure
Located at the end of the Rushenden Road
visitors to and residents of Rushenden have to
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Road will greatly improve access to and from
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a much improved footpath and cycle route
Linking Queenborough & Rushenden
Facilities
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community facilities proposed across the whole
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Housing opportunity
The development proposals for the land
adjacent to Rushenden will provide a wide
range of housing types including a range
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potential development opportunities within
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Manual for Streets to give the pedestrian greater
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residential development, improved lighting
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facilities and a new school are proposed.
Amenity
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are relatively isolated not part of a wider
network of interconnected spaces, walks and
activity opportunities. In addition the existing
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the wider area seek to provide a seamless
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‡ Footpaths and calmed streets will connect
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to access a greater variety of amenity within
a short walk. In fact the proposed marina and
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walk from the centre of Rushenden.
‡ Rushenden Road, the vehicular access to
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measures to create a consistent streetscape
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development areas and into Rushenden
thus ensuring that there is no perception of
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‡ The proposed Swale side park running from
4XHHQERURXJKLQWKHQRUWKWR5XVKHQGHQ+LOO
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open space with footpath connections
along the waterfront and penetrating into
the existing and proposed developments.
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itself with four options for crossing the creek.
Employment
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greatly improved via the link road and footpath
links.
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Rushenden has an attractive and green
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KCC and AmicusHorizon Group. There may
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development into the heart of Rushenden and
perhaps to revitalise this area in tandem with
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or similar facility at the southern end of the
Rushenden Road thus completing the journey
and helping to put Rushenden on the map.
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residents as it will not only create a mix of
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heart of Rushenden.
Integration
A key aspiration is to integrate the new
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areas. Footpaths, greenspace, roads and
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WKLVDVZLOODFRQWULEXWLRQVVWUDWHJ\WKDWSURYLGHV
funds for environmental improvements. One
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ensure that at key locations such as along First
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EXLOGLQJVDQGTXDOLW\RIWKHSXEOLFUHDOPEULGJHV
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with the existing opposite and set within a well
landscaped setting.
Sense of place
To some Rushenden may have a poor
sense of place or identity feeling isolated
and homogenous. The introduction of new
development, a central place and an
effective termination to Rushenden Road will
help to create variety. The physical connection
and integration into the wider regeneration
SURSRVDOZLOOPDNH5XVKHQGHQSDUWRIDELJJHU
and exciting place.
See Character Areas for Rushenden on pages
110 and 111.
75
 Design Concepts & Principles : Landmarks & Views

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.1 Landmarks and Views

Key:

Landmarks

Views

76
 Orientation, Landmarks & Views
Principle 2: Creating Legibility - Views &
Landmarks

A series of key views and potential landmarks will

RULHQWDWHDQGRUJDQLVHWKH4XHHQERURXJKDQG
Rushenden masterplan. These are shown on Plan
4.1 and are intended to capitalise on existing key
ODQGPDUNVVXFKDV4XHHQERURXJK&KXUFK

Views
Many of these are towards the west and the
Landmarks
Swale. These key views are intended to open
Landmarks are critical to aid orientation and
up views towards the water and the open skies
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development and key physical links across the
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WKH SODQ  /DQGPDUNV PLJKW EH LQ  WKH IRUP RI
the new Swale Crossing where wide expanses
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RI WKH LVODQG DUH YLVLEOH IURP WKH GRZQZDUG
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approach. In the vision it is important to
on key routes and visual corridors.
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treatment and management of the land that
these principles and the incorporation of Old
these encompass. The viewpoint of Rushenden
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Hill currently is one of the few vantage points
to the meshing of old and new.
locally and easier access will open it up to the
wider population.

77
 Design Concepts & Principles: Permeability & Key Facades

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.2 Permeability & Key Facades

Key:

Permeability

Key Facades

Minimum Impact

78
 Permeability & Key Facades
Principle 2: Creating Legibility - Permeability

$ SHUPHDEOH SODFH LV RQH ZKHUH EXLOW

development and open space work together to
control and guide movement and access. Plan
4.2 shows the masterplan intentions regarding
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RSHQ VSDFH WR FUHDWH D KLJKO\ OHJLEOH DQG
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designed edges.

Figure Ground
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development. The residential areas are shown
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clear relationship to adjacent existing residential
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more important

Key facades
,Q DQ\ GHYHORSPHQW VRPH EXLOW IDFDGHV DUH
PRUH LPSRUWDQW WKDQ RWKHUV HLWKHU EHFDXVH
they have a civic or architectural importance or
EHFDXVHWKH\QHHGWREHUHFHVVLYHDQGEHFRPH
less prominent. The plan opposite sets out these
NH\IDFDGHV6RPHRIWKH1HDWVFRXUWIDFDGHV
overlook the adjacent open landscape and
HQYLURQPHQWDOO\VHQVLWLYHDUHDV+HUHEXLOWIRUP
VKRXOGEHUHFHVVLYHDQGHPSOR\FODGGLQJJUHHQ
URRIDQGEXQGLQJWRFRQFHDOPDVV,QRWKHUDUHDV
VXFKDVWKHSURSRVHG5XVKHQGHQ6TXDUHDWWKH
termination of the link road facades mark a point
of entry and need to respond appropriately to this
ZLWK KLJK TXDOLW\ DQG LPDJLQDWLYH DUFKLWHFWXUDO
treatment.
Figure Ground

79
 Design Concepts & Principles: Building Heights

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.3 Building Heights

Key:
1 - 2 Storey 4 - 5 Storey

2 - 3 Storey 5 + Storey

3 - 4 Storey

80

Principle 3: Grain - Height & Massing
*UDLQ LV D ZD\ RI GHVFULELQJ WKH ¶WH[WXUH· RI D
SODFH  $ WLJKW JUDLQ PLJKW GHVFULEH D SODFH
OLNH:KLWVWDEOHDQGDQRSHQJUDLQDSODFHOLNH
5XVKHQGHQ  0DVVLQJ DQG EXLOGLQJ KHLJKW LV D
factor here.
Indicative Building heights
7KH SURSRVHG PDVVLQJ DQG EXLOGLQJ KHLJKWV
set out on Plan 4.3 show a range of potential
heights across the masterplan area. These are
JXLGHV DQG GHWDLOHG GHVLJQ ZLOO EH H[SHFWHG
WR UHÀQH WUDQVLWLRQV EHWZHHQ PDVVHV  7KHVH
DUH VHW RXW WR UHVSHFW DGMDFHQW H[LVWLQJ EXLOW
GHYHORSPHQWVXFKDV4XHHQERURXJKROGWRZQ
and to make the most of views and proposed
features such as the marina. There is a direct
UHODWLRQVKLS ZLWK OHJLELOLW\ DQG SHUPHDELOLW\
LQ WKDW JUHDWHU PDVVLQJ ZLOO KHOS GHÀQH WKH
development and orientate the user. In the
1HDWVFRXUWDUHDGHYHORSPHQWLVJHQHUDOO\ORZHU
in height apart from key locations where it will
EH DQ DGYDQWDJH WR EXLOG KLJKHU IRU LQVWDQFH
at gateway locations where the link road joins
WKH$+HUHKLJKTXDOLW\DUFKLWHFWXUHZLOOEH
needed
Building Heights
During consultation exercises and events many
people are interested in how high the proposed
EXLOGLQJV ZLOO EH DQG FRQFHUQHG DERXW WKHLU
potential impact. Any development should
respect existing heightsand avoid overwhelming
H[LVWLQJEXLOGLQJVEXWWKHEXLOGLQJVDURXQGWKH
central part of the scheme, nearer the marina
ZLOOEHWDOOHUWRJDLQWKHEHQHÀWRIYLHZVDFURVV
WKHZDWHUVSDFHDQGPDNHDEROG¶VWDWHPHQW·
$V D JXLGH WKH ¶ROG VFKRRO· EXLOGLQJ
LQ 4XHHQERURXJK LV WKH HTXLYDOHQW RI
approximately 4 modern stories and many
RWKHUEXLOGLQJVDUHVWRULHVWDOO7KHGLDJUDP
EHORZLOOXVWUDWHVWKHSULQFLSOHRIPDVVLQJLQWKH
western part of the masterplan.
48((1%2528*+
586+(1'(1
7DOOHU EXLOGLQJV GR QRW KDYH WR EH PRQROLWKLF
EXW FDQ EH KLJKO\ DUWLFXODWHG DQG DWWUDFWLYH
$ UDQJH RI VW\OHV ZLOO EH HPSOR\HG DFURVV
the development area and the adjacent
photographs show some ways of articulating
PDVVLQEXLOGLQJV
81
 Design Concepts & Principles: Density

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.4 Density

Existing
Proposed Average Densities:
/RZHU'HQVLW\'3+
+LJKHUGZHOOLQJVSHUKHFWDUHGSK

0HGLXPGSK

/RZHUGSK
+LJKHU'HQVLW\XSWR'3+

82
 Density
Principle 3: Grain - Density

Another key generator of grain is density of

48((1%2528*+
development. Density is not directly related
WR PDVV IRU LQVWDQFH WRZHU EORFNV QHHG ODUJH
amounts of open space around them to
accommodate access, recreation and parking
and are often not particularly high density.

Density of Development
'HQVLW\FDQEHH[SUHVVHGLQDQXPEHURIZD\V
EXWKHUHLWLVVKRZQDVGZHOOLQJVSHUKHFWDUHRU s
se
rea
DPH. y inc
nsit
De

As a guide the existing density of residential

DUHDV LQ 4XHHQERURXJK DQG 5XVKHQGHQ
range from approx. 22 dwellings per hectare
5XVKHQGHQ WR  GZHOOLQJV SHU KHFWDUH ROG
4XHHQERURXJK  0DQ\ EHWWHU UHVLGHQWLDO
GHYHORSPHQWVDLPWRHPXODWH¶KLVWRULF·TXDOLWLHV
VHHQLQWRZQVOLNH4XHHQERURXJKRU:KLWVWDEOH
ZKLFKKDYHTXLWHKLJKGHQVLWLHV3ODQVKRZV
the proposed density across the site.

In general terms the highest density development

ZLOO EH FRQFHQWUDWHG LQ WKH FHQWUH RI WKH 586+(1'(1
residential proposals around the marina area
while lower densities are to the north and south.
This is shown on the diagram to the right.

7KH 1HDWVFRXUW DUHD GRHV QRW KDYH D GHQVLW\

IDFWRUDSSOLHGWRLWHPSOR\PHQWGHYHORSPHQW
traditionally does not.

83
 Design Concepts & Principles: Street Hierarchy

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.5 Spatial Street Hierarchy

Key:
Relief Road Mews

Traditional street Square

Boulevard 68'VVWUHHW

84
 Spatial Street Hierarchy
Principle 4: Spatial Street Strategy

Street hierarchy
The way people experience the place they
live and work in as they move through it has a
crucial impact upon how it is perceived and
KRZSHRSOHEHKDYH$UHWKHVWUHHWVRYHUORRNHG
DQG VDIH DUH WKH\ VKDUHG DQG WKXV WUDIÀF
calmed and are they articulated in a particular
ZD\ VXFK DV VWUDLJKW RU NLQNHG"  3XEOLF VSDFH
DQG VWUHHWV IRU WUDIÀF LQ UHVLGHQWLDO DUHDV LV
EHFRPLQJLQFUHDVLQJO\EOXUUHG7KH0DQXDOIRU
6WUHHWVHQFRXUDJHVVKDUHGVWUHHWVDQGDEHWWHU
EDODQFH EHWZHHQ SHGHVWULDQV DQG YHKLFOHV
ZKLOHHQVXULQJDFFHVVLELOLW\IRUDOO
‡ Street
$W4XHHQERURXJWKDQG5XVKHQGHQDKLHUDUFK\
RI VWUHHWV DQG SXEOLF UHDOP LV SURSRVHG DFURVV $¶WUDGLWLRQDO·VWUHHWZLWKSDUNLQJRQRQHRUERWK
the masterplan area. These will provide a VLGHV  5XVKHQGHQ 5RDG ZLOO EHFRPH D VWUHHW
‡ Mews
variety of experiences and spaces. The nature with active lived in frontages, pavements and
RIDVWUHHWLVLQÁXHQFHGE\LWVZLGWKWKHKHLJKWRI WUDIÀFFDOPLQJ Smaller scale shared use surfaces and intended
DGMDFHQWEXLOGLQJVDQGIDFWRUVVXFKDVVXUIDFLQJ WREHDFRPPRQW\SHZLWKLQUHVLGHQWLDODUHDV
and parking arrangements. In particular the often without pavements and with parking in
KHLJKWWRZLGWKUDWLRLQÁXHQFHVWKH¶IHHO·RIWKH courts.
SODFH$QXPEHURIVFHQDULRVDUHVHWRXWRYHU
the following pages, and in Plan 4.5, of how
VWUHHWVDQGXUEDQVSDFHVDUHDQWLFLSDWHGLQWKH
masterplan.

‡ Boulevard
$EURDGHUVWUHHWWUHHOLQHGDQGRIWHQIUDPLQJ
YLHZV RU OHDGLQJ WR PDMRU SODFHV DQG SXEOLF
VSDFHV)UDPHGZLWKWDOOHUEXLOGLQJV
‡ 6TXDUH
A variety of spaces at key junctions and
associated with particular uses such as the
proposed school, the marina or the creekside.
1RW QHFHVVDULO\ SHGHVWULDQ RQO\ DUHDV RIWHQ
VKDUHG VXUIDFHV EXW ZLWK FDU IUHH DUHDV
adjacent to retail outlets or restaurants and
against water
The proposed street hierarchies are:
‡ SUDs Street
‡ Path
:KHUH SRVVLEOH DOO VWUHHWV ZLOO EH 68'V VWUHHWV
3ULPDULO\ D SHGHVWULDQ URXWH EXW DFFHVVLEOH IRU LQWKDWVXUIDFHZDWHUZLOOEHPRYHGLQVXUIDFH
emergency vehicles and refuse collection. ZDWHU FKDQQHOV LQWR WKH DTXLIHU YLD DQ\
3RWHQWLDOO\ ZLWK WDOO EXLOGLQJV RQ HDFK VLGH necessary cleansing mechanisms such as
overlooked, allows access to residential units UHHGEHGVRUSHWUROLQWHUFHSWRUV

85
 Design Concepts & Principles
Shared Streets
7UDIÀFFDOPHGDQGGHVLJQHGWRPL[SHGHVWULDQV
and vehicles. Maximum 20mph road speed.
Design encourages drivers of vehicles to slow
GRZQ DQG EH DZDUH RI VXUURXQGLQJV RWKHU
XVHUV:LWKLQWKHPDVWHUSODQDUHDWKHPDQ\RI
WKH UHVLGHQWLDO VWUHHWV ZLOO EH VKDUHG VXUIDFHV
DQGNH\DUHDVVXFKDV5XVKHQGHQ6TXDUHDQG
DGMDFHQWWRWKH0DULQDZLOOEHWUHDWHGWKLVZD\
to emphasise arrival at an important location.

2QVWUHHWSDUNLQJZLOOEHFRQVLGHUHGKHUHZLWK
design of spaces carefully considered to avoid
pavement/pedestrian zone parking.

1% $OO GLPHQVLRQV LQGLFDWLYH RQO\ WR EH

FRQÀUPHG DW WKH WLPH RI DQ\ 3ODQQLQJ
Application, to conform with current guidance.
Typical plan of shared street

2.4 m parking 4.1 m shared space 3.5 m footpath

Typical section through shared street

86
 Street Hierarchy
Boulevard
Broader tree lined street. Separate pavements
DQGEURDGSODQWHGYHUJHV:HOOOLWDQGVWURQJO\
GLUHFWLRQDO WKH ERXOHYDUG ZLOO RIWHQ OHDG WR D
destination such as the marina or the western
HQG RQ WKH OLQN URDG  ,W ZLOO EH GHVLJQHG ZLWK
coordinated service corridors to take CHP ring
mains etc.

3DUNLQJPD\EHGHDOWZLWKLQDQXPEHURIZD\V
LQFOXGLQJ RQ VWUHHW FHQWUDO DLVOH DQG WR VHPL
EDVHPHQWDUHDVYLDDFFHVVUDPSV

dedicated services
corridor
1.2 m
planting
4.5 m private 3m 6 m parking
4.8 m footpath 5.5 m carriageway
zone footpath
Typical section through boulevard

87
 Design Concepts & Principles
SUDS Streets
The suds street will collect street and roof
ZDWHU IURP DGMDFHQW EXLOGLQJV DQG FKDQQHO
LW LQWR QHDUE\ ZDWHUFRXUVH VZDOHV RU SRQGV
WR VXVWDLQDEO\ GUDLQ LW DZD\ WR H[LVWLQJ QDWXUDO
water features. It may take the form of open
gulleys within the road surface or, in wider areas
EHWZHHQ EXLOGLQJV FROOHFW LQWR ZLGHU VZDOHV
ZKHUH WKHUH DUH RSSRUWXQLWLHV IRU ELRGLYHUVLW\
and landscape treatment.

7\SLFDOVHFWLRQWKURXJK68'6VWUHHW Swale / drainage

system

Plan 4.6 Suds

68'6

88
 Street Hierarchy
Traditional Street
A traditional street is one with a pavement or
SDYHPHQWVNHUEDQGPDLQO\RQVWUHHWSDUNLQJ
+RXVHVDQGEXLOGLQJVPD\VLWFORVHWRWKHEDFN
RI SDYHPHQW RU VRPH GLVWDQFH EDFN  7KH
street may have tree planting and will have a
dedicated service corridor. The historic streets
DW 4XHHQERURXJK DUH JRRG H[DPSOHV RI WKH
type and the adjacent images show some other
LQWHUSUHWDWLRQV5XVKHQGHQ5RDGZLOOEHWUHDWHG
DVD¶VWUHHW·ZLWKWKHLQWHQWLRQEHLQJWRPDNH
LWDPRUHDWWUDFWLYHDQGOLYHDEOHHQYLURQPHQW
)LUVW$YHQXHZLOOEHFRQVLGHUHGLQDVLPLODUZD\
DOEHLWZLGHQHGWRPDNHDFFHVVZRUN

dedicated services
corridor

2m 2m
6 m parking footpath 5.5 m carriageway footpath
6 m parking

Typical section through boulevard

89
 Design Concepts & Principles
Square
Throughout the masterplan area there are a
QXPEHU RI NH\ SRLQWV  7KHVH PD\ EH DUULYDO
points, places of orientation or areas where
shops, cafes or other activities are grouped.
7KH\ZLOOEHODQGVFDSHGZLWKKLJKTXDOLW\DQG
materials and will have impact lighting. They
PD\ KDYH SDUNLQJ EXW ZLOO EH GHVLJQHG WR EH
VKDUHGVXUIDFHVDQGKLJKO\WUDIÀFFDOPHG7KH\
ZLOOEHDFFHVVLEOHWRDOODQGGHVLJQHGWRFXUUHQW
VWDQGDUGV7KHLPDJHVEHORZVKRZDQXPEHU
RIH[DPSOHVRIVTXDUHVDQGXUEDQVSDFH

3DUNLQJ FDQ EH DFFRPPRGDWHG LQ VTXDUHV

either for visitors or residents. Parking in these
DUHDV ZLOO QHHG WR EH FDUHIXOO\ GHVLJQHG WR
HQVXUHWKHTXDOLW\RIWKHVSDFHLVPDLQWDLQHGDW Typical plan of square
all times and that pedestrian use is not limited.

3 m planting 4.8 m parking 6 m shared space 3 m footpath

Typical section through square

90
Street Hierarchy

91
 Design Concepts & Principles: Active Frontages

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.7 Active Frontages

2YHUORRNLQJ$FWLYH)URQWDJHV

92

Principle 5: Activity and Movement
Active frontages are important in order to create
OLIHYLEUDQF\DQGHQVXUHDFWLYLW\RYHUWLPH7KLV
is particularly important when creating high
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and is used well.
Plan 4.7 sets out key active frontages. These
are along main pedestrian routes and around
PDMRUVTXDUHVDQGWKHPDULQD
Existing active frontages, such as those provided
E\ UHWDLO DQG FRPPHUFLDO EXLOGLQJV DQG E\
community facilities, are concentrated along
the two primary axes of Main Road/High Street
Activity & Movement
Safer places
6DIHW\  6HFXULW\ DUH LPSRUWDQW LQ WHUPV RI
creating an attractive environment which
people are happy to use at all times and assist
in terms of reducing crime or the opportunities
for crime. The layout and underlying principles
RI D VDIH VHFXUH HQYLURQPHQW KDYH EHHQ
FRQVLGHUHGLQSDUWLFXODUWKHOD\RXWDGGUHVVHV
the following:
Access & Movement
$SSURSULDWHOLJKWLQJWRDOOSXEOLFDUHDVWRFUHDWH
an inviting and well lit environment. Good
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through a clear series of spaces with good visual (QVXUHDOOVSDFHLV¶RZQHG·LHQRW¶VSDFHOHIW
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WRKDYHVXLWDEOHOHYHOVRIDFWLYLW\DWPDULQDDQG
&UHHNVLGHORFDWLRQV
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residential units are located along major routes
DQGDGMDFHQWWRDUHDVRISXEOLFUHDOP6KDUHG
surfaces will encourage pedestrian activity and
¶VHOISROLFLQJ·
LQWHUFRQQHFWLYLW\1DWXUDOVXUYHLOODQFHWKURXJK
active frontages such as shops and restaurants
DWJURXQGOHYHO3HUPHDELOLW\WKURXJKURXWHVDQG
VSDFHV ZLWK QR ¶KLGLQJ· SODFHV  5RXWHV ZKLFK
ZLOOEHZHOOXVHGZLWK¶DWWUDFWRUV·WKDWJHQHUDWH
good footfall at all times.
Structure
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Parking
:HOOOLWDQGWRDSSURSULDWHVWDQGDUGVHJ$&32
“Safer Parking” and English Partnerships “Car
3DUNLQJ:KDW:RUNV:KHUHµ
Surveillance
*RRG RYHUORRNLQJ RI VSDFHV DQG URXWHV E\
RWKHU XVHV VR WKDW ¶QDWXUDO VXUYHLOODQFH· GHWHUV
crime and disorder.
RYHUDIWHUSODQQLQJ·6/2$3&OHDUO\VHSDUDWH
SXEOLFDQGSULYDWHVSDFH
Physical protection
Ensure all doors, windows and gates are to
appropriate standard i.e. ACPO and “Secure
E\'HVLJQµ
Activity
*RRG PL[ RI XVHV RYHU WLPH $WWUDFW SHRSOH 
the more use the less opportunity for crime.
Management & maintenance
Easily cleaned and maintained structures and
ODQGVFDSH:HOOPDLQWDLQHGVSDFHV'HVLJQRXW
¶FXHV· IRU YDQGDOLVP RU JUDIÀWL HJ ¶KLGGHQ· RU
REVFXUHGSODFHVDQG¶EDFNV
93
 Design Concepts & Principles: Natural Environment

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.8 Greenspace & Natural Environment

Key:
Marshes Formal Landscape

Waterside A249 Corridor

:RRGODQG5LVLQJ*URXQG Informal Public Space

94

Principle 6: Greenspace & Landscape Strategy
7KH SURYLVLRQ RI JUHHQVSDFH SOD\ ELRGLYHUVLW\
and a landscape structure to the masterplan
is an important part of making the place and
providing recreational facilities.
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landscape strategy and the provision of open
space, play facilities and activity areas. Plan
4.8 shows a landscape strategy for the entire
masterplan area. It is necessarily over arching
DW WKLV VFDOH EXW VKRZV WKH NH\ SULQFLSOHV WKDW
underlay the design.
Marshes
The local low lying marshland is a strong
characteristic of the island and supports a
ULFKKDELWDW:KHUHSRVVLEOHLWLVLQWHQGHGWKDW
this type of landscape penetrates into the
QHZ GHYHORSPHQW DUHDV DQG WKXV EOXUV WKH
ERXQGDULHV EHWZHHQ ROG DQG QHZ  :KHUH
WKLV H[LVWLQJ ODQGVFDSH FKDUDFWHU DEXWV QHZ
development it is appropriate that a grassland
landscape with associated swales and ditches
continues into the proposed. In particular this
will happen along the southern and northern
ERXQGDULHV RQ 1HDWVFRXUW  2YHUO\ IRUPDO RU
WUHH EDVHG ODQGVFDSH LV LQDSSURSULDWH LQ WKLV
setting and should not occur.
Waterside
The waterside landscape is one where SUDs and
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6ZDOHV GLWFKHV DQG UHWHQWLRQ SRQGV ZLOO EH
SODQWHGZLWKUHHGVDQGRWKHUPDUJLQDODTXDWLFV
:DWHU ZLOO EH PDQDJHG WR UHWDLQ ZHWODQG
FKDUDFWHULVWLFV DQG WR HQFRXUDJH ELRGLYHUVLW\
:LOORZELUFKDQGDOGHUDUHDPRQJDSSURSULDWH
WUHH VSHFLHV ZLWKLQ WKLV VHWWLQJ  ¶6HPLQDWLYH·
ornamental plating of dogwood and grasses
ZLOOEHXVHGWRFUHDWHLQWHQVLW\RILQWHUHVWDWNH\
points.
:RRGODQGULVLQJJURXQG
At this point the landscape starts to change
IURPPDUVKWRKLJKHUJURXQGDQGÀHOGKHGJHV
DQG ZRRGODQG WUHHV  6XEVWDQWLDO WUHH DQG
QDWLYHVKUXESODQWLQJZLOOFUHDWHDVWURQJJUHHQ
edge and setting within which smaller scale
HPSOR\PHQW XVHV FDQ EH VHW  ,Q WLPH LW PD\
EHDSSURSULDWHWRH[WHQGWKLVXSKLOOWRUHFUHDWH
the wooded hillside that will have existed here
and potentially grow coppice for the potential
FRPELQHGKHDWDQGSRZHUIDFLOLW\SODQW
Formal Landscape
The formal landscape is one of regularly spaced
WUHHV DQG RUQDPHQWDO VKUXE SODQWLQJ  ,W LV
located away from the edges of the proposed
development as, within the wider setting, it is
DOLHQ6WUHHWWUHHSODQWLQJXVLQJUREXVWVSHFLHV
such as lime, plane and ash will leave a
lasting legacy over time. Smaller ornamental
species such as apple and cherry will give
VHDVRQDO LPSDFW ZLWKLQ VPDOOHU XUEDQ VSDFHV
It is recognised that the use of natural species
VKRXOGEHJLYHQSULRULW\LQDOODUHDV
Natural Environment
A249 Corridor
7KH YLVXDO TXDOLWLHV RI WKH $ FRUULGRU KDV D
FULWLFDOLQÁXHQFHRQKRZWKHLVODQGLVSHUFHLYHG
DQG WKH DSSURDFK WR 4XHHQERURXJK DQG
Rushenden. It is a simple landscape of grazed
marshland, ditches and agricultural fences. It is
important to maintain this condition and avoid
DQ\¶FOXWWHU·LQWKHIRUPRIVLJQVDGYHUWLVHPHQWV
RULQDSSURSULDWHEXLOGLQJV7KHZLGHRSHQYLVWDV
are an important characteristic and anything
WKDW GHWUDFWV IURP WKHVH VKRXOG EH DYRLGHG
7KHUHPD\EHDQRSSRUWXQLW\IRUDUWODQGDUWLQ
NH\ORFDWLRQVZKHUHWKHFRQWUDVWEHWZHHQWKH
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real effect.
Informal public space
Areas such as Rushenden Hill are important
DV WKH\ SURYLGH YDOXDEOH SXEOLF RSHQ VSDFH
7KHVH DUHDV DUH DQG FDQ EH IDLUO\ ORZ NH\
with mown grass paths, native planting on the
higher ground and appropriate seating and
interpretation. Opportunities for informal play
VKRXOG EH H[SORLWHG ZLWK QDWXUDOLVWLF IHDWXUHV
such as logs and undulating landforms.
%LRGLYHUVLW\ FDQ EH HQFRXUDJHG WKURXJK
grassland mowing regimes and native tree and
VKUXESODQWLQJ
95
 Design Concepts & Principles: Green Space

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.9 Green Space

Key:
Existing landscape context Play Enhancements to existing open
space
Structural landscape (trees, hedge) Public green open space (parks)
Potential 5-a-side football
Allotments Nature conservation areas

Formal open space (sport) Proposed open space

96
 Green Space
Principle 6: Greenspace

The masterplan proposes a comprehensive series

of new and existing linked green spaces, sports
and recreation opportunities and locations for
play. In the previous chapter the masterplan
VHWVRXWWKHTXDQWXPRIRSHQVSDFHDQGVKRZV
KRZ WKH H[LVWLQJ DQG QHZ FRPELQHG SURYLGHV
the necessary amount. The access diagrams
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connected.

7KHTXDOLW\RISURYLVLRQLVHTXDOO\LPSRUWDQWDQG
current thinking from the GLA, Play England and
others is starting to move away from formulaic
GHVLJQDQGWRVLWHVSHFLÀFDQGDPRUHFUHDWLYH
DSSURDFKSDUWLFXODUO\WRSOD\

The project delivery strategy sets out sums for

the provision and principles of maintenance
DQGKRZWKLVPD\EHDUUDQJHG
*UHHQVSDFH QHHGV WR EH FDUHIXOO\ GHVLJQHG
ÁH[LEOH DWWUDFWLYH DQG LQWHJUDWHG  :KHUH
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to design these greenspaces with community
involvement and through design competition.
Art will play a part in their articulation and
practical matters such as access, dog walking
DQGPDLQWHQDQFHZLOOQHHGWREHFRQVLGHUHG

2SSRUWXQLWLHVIRUHGXFDWLRQVKRXOGEHH[SORUHG
VXFK DV QDWXUH FRQVHUYDWLRQ DFWLYLWLHV ELUG
watching and interpretation of the rich historic
local area. For instance there are plans to
reinterpret the castle site to make it a more
practical greenspace and to interpret its past
function and layout in landscape features.

97
 Design Concepts & Principles

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.10 Art, Culture & Community

Key:
Public Realm

Landmarks

Hot spots of activity

98

Principle 7: Art, Culture & Community
$W 4XHHQERURXJK DQG 5XVKHQGHQ WKHUH KDV
EHHQ D VXEVWDQWLDO LQYHVWPHQW LQ DUWV WKURXJK
WKH$UWV&RXQFLO·V$UWDWWKH&HQWUHLQLWLDWLYH$UW
is a strong element of the regeneration process
and here the community is actively engaged in
DUWV EDVHG LQLWLDWLYHV  $UW RI YDULRXV IRUPV FDQ
EH D SRZHUIXO FUHDWRU RI SODFH DQG PHDQV RI
interpreting history of place.
A strong art focus within regeneration should
VHHNWRIXOÀOWKHVHRYHUDUFKLQJREMHFWLYHV competition, community involvement or artists
‡ Create identity growing from a pervasive
sense of place.
‡ Encourage investment and economic
growth.
‡ 6WULYHIRUKLJKVWDQGDUGVRIGHVLJQLQWKHEXLOW
HQYLURQPHQWDQGSXEOLFVSDFH
‡ Create and / or strengthen partnerships
with funders, statutory organisations, the
FRPPXQLW\DUWLVWVDQGEXLOGLQJSURIHVVLRQDOV
among others.
Art, Culture & Community
Arts at the Centre Arts Strategy
7KH 4XHHQERURXJK DQG 5XVKHQGHQ 7KH PDVWHUSODQ KDV D QXPEHU RI JUHDW
5HJHQHUDWLRQKDVWKHXQLTXHRSSRUWXQLW\ZLWK opportunities for art to play a key part in the
the Art at the Centre initiative, to coordinate an regeneration process. The plan opposite shows
arts strategy for the town and the community D QXPEHU RI ORFDWLRQV ZKHUH DUW FRXOG EH
that is proactive, far reaching, and experimental. employed in an integrated way to emphasis
Through the monitoring inherent to the Art at the arrival, sign movement routes or interpret the
Centre programme, lessons learned from the DUHD$UWPD\WDNHPDQ\IRUPV'VFXOSWXUH
SURFHVVVKRXOGEHZHOOGRFXPHQWHGDQGVHUYH lighting, sound, poetry, event and installation
WR H[SDQG WKH ERG\ RI NQRZOHGJH UHODWLQJ WR DPRQJVW PDQ\  $UW VKRXOG QRW EH ¶GRQH·
WKHSODFHRIWKHDUWVLQXUEDQGHVLJQ WR D SODFH EXW FDQ EH JHQHUDWHG WKURXJK
$WWKHFRUHRIWKH¶$UWDWWKH&HQWUH·DSSURDFK in residence for instance. Located in key areas
LVWKHEHOLHIWKDW´,IDUWLVWVRIDOOW\SHVDUHLQYROYHG LW FDQ HQOLYHQ LQWHUHVW DQG HGXFDWH EXW PRVW
at an early stage of development they can LPSRUWDQWO\ FRQWULEXWH WR WKH PDNLQJ RI D
EH LQVWUXPHQWDO LQ EULQJLQJ WRJHWKHU GLIIHUHQW place.
agendas, identifying areas of mutual interest,
producing creative solutions and enhancing
WKHTXDOLW\RIXUEDQGHVLJQµ
,WLVWKHUHIRUHKLJKO\GHVLUDEOHHYHQLPSHUDWLYH
WKDWWKH$UWDWWKH&HQWUHSURJUDPPHEHIXOO\
HPEHGGHGZLWKLQDFRPSUHKHQVLYHDSSURDFK
WR WKH DUWV LQ UHJHQHUDWLRQ WKDW ZLOO EHFRPH D
VWUDWHJ\DGRSWHGE\6(('$DQGLWVSDUWQHUVDQG
DSSURYHG E\ NH\ VWDNHKROGHUV  )RU H[DPSOH
the Scottish Executive, in its recent note The Role
of the Arts in Regeneration, has emphatically
stated, “It is important that arts projects and
programmes are an integral part of an overall
regeneration programme. If not they will remain
on the periphery of the development process
DQGWKHLUIXOOSRWHQWLDOZLOOQRWEHUHDOLVHGµ
The Art at the Centre programme has worked
hard to realise this ethic, and has already
made great strides and a real impact in
4XHHQERURXJK  7KLV VWUDWHJ\ VHHNV WR EXLOG
XSRQ WKDW VXFFHVV E\ DGRSWLQJ DQ DSSURDFK
WRWKHDUWVUDWKHUWKDQDVSHFLÀFVHWRISURMHFWV
DWVSHFLÀFVLWHV
99
 Design Concepts & Principles: Lighting Strategy

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.11 Lighting Strategy

Key:
Primary Lighting

Pedestrian Way-Marking

,PSDFW(IIHFW/LJKWLQJ

100
 Lighting
Principle 7: Art, Culture & Community - Lighting
Strategy

/LJKWLQJDW4XHHQERURXJKDQG5XVKHQGHQZLOO
RSHUDWH DW WKUHH RU IRXU GLIIHUHQW OHYHOV  IURP
simple street lighting to strategically located
EHDFRQV RU ODQGPDUN OLJKWLQJ SURMHFWV  $ IHZ
key sites should receive special attention.
Building lighting projects would have great
LPSDFW DW 4XHHQERURXJK·V FKXUFK *XLOGKDOO
4XHHQERURXJKVWDWLRQDQGDWWKHROGVFKRRO
Certain key landscape lighting projects, such
DV DW 5XVKHQGHQ +LOO DQG WKH 4XHHQERURXJK
&DVWOHVLWHVKRXOGEHFRQVLGHUHG6HQVLWLYHDQG
attractive lighting along the Swale, Creek, and
PDULQDZLOOFRQWULEXWHJUHDWO\WRWKHDWPRVSKHUH
of the waterfront areas.

Street lighting should aim to minimise glare,

avoid harsh sodium lights, and provide warm
OLJKW IURP À[WXUHV DW D SHGHVWULDQ VFDOH
Lighting in employment areas should also seek
alternatives to harsh security lighting which is
YLVLEOHIRUJUHDWGLVWDQFHVGXHWRWKHÁDWQHVVRI
the landscape. Given the sensitive landscape
VHWWLQJOLJKWVRXUFHVFORVHWRKDELWDWVVKRXOGEH
avoided or the design, timing, type and position
should have regard to minimise any impact on
QRFWXUQDO ELRGLYHUVLW\ DQG OLJKW VSLOODJH DQG
pollution.

101
 Design Concepts & Principles
eco
corridor

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

green
grid CHP for
UHVLGHQWLDO 
employment

new environmental corridors ea

ar

green link to the

al

SRLQWZDONLQJ
ic
og

F\FOLQJERDWLQJ
ol
ec

Cullet Drive
ed
nd
pa
ex

Rushenden Neatscourt

UHXVHGUHGJLQJODQGÀOO
IRUELRGLYHUVLW\ A249 to Swale
marshland
Bridge

eco
sewage tourism
works

constructed wetlands
for sewage treatment
KDELWDW

Plan 4.12 Environmental Component - Design Concept

102
 Sustainability
Principle 8: Sustainable Development at
Queenborough and Rushenden

6XVWDLQDELOLW\DQGWKH6XVWDLQDEOH&RPPXQLWLHV
DJHQGDKDYHEHHQDWWKHIRUHIURQWRISODQQLQJ
IRU 4XHHQERURXJK DQG 5XVKHQGHQ IURP WKH
YHU\EHJLQQLQJRIWKHSURFHVV7KHSXUSRVHLVWR
SURYLGHDIUDPHZRUNZKHUHVXVWDLQDELOLW\LQIRUPV
and impels every stage of the design process
IURPLQFHSWLRQWRLPSOHPHQWDWLRQDQGÀQDOO\
WR DVVHVVPHQW  7KH SUDFWLFH RI VXVWDLQDELOLW\
should extend to education, training and
the motivation of clients, contractors, and
communities to foster the creation and nurture
the development of a political and cultural
milieu that holds these principles dear. These principles are explored in the supporting
GRFXPHQW ´7KH 6XVWDLQDELOLW\ &KDUWHU IRU
Ten Principles 4XHHQERURXJKDQG5XVKHQGHQµ

7HQSULQFLSOHVIRUVXVWDLQDEOHGHYHORSPHQWDUH
REVHUYHGLQWKHPDVWHUSODQ7KHVHDUH
‡ PD[LPLVHXVHRIEURZQÀHOGODQGDQGHPSOR\
DGDSWLYHUHXVH
‡ FRQFHQWUDWHGHYHORSPHQW
‡ EHIDLU
‡ UHVWRUHDQGHQKDQFHWKHHQYLURQPHQW
‡ FRQVHUYHQDWXUDOUHVRXUFHV
‡ H[SDQGKRXVLQJRSSRUWXQLWLHV
‡ SURYLGHWUDQVSRUWDWLRQFKRLFH
‡ LQFUHDVHMRERSSRUWXQLWLHV
‡ IRVWHUVXVWDLQDEOHEXVLQHVVDQG
‡ plan regionally.

The Plan 4.12 shows the design concept for the

HQYLURQPHQWDOFRPSRQHQWRIWKHVXVWDLQDELOLW\
programme.

103
 Design Concepts & Principles: Waterspace

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Community
waterspace

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.13 Waterspace

Key:
Creek $WWHQXDWLRQSRQGV

Marina 68'V

Community waterspace Water-related activity

104
 Waterspace
Principle 9: Waterspace 68'6 ZLOO EULQJ ZDWHU LQWR WKH KHDUW RI WKH
VFKHPH DQG EULQJ WKH UHTXLUHPHQWV RI
:DWHUVSDFHDW4XHHQERURXJKDQG5XVKHQGHQ GUDLQDJH DQG VXVWDLQDEOH SUDFWLFHV LQWR WKH
FDQEHLQWHUSUHWHGLQWRDQXPEHURIIRUPVEXW SXEOLF UHDOP  ,W ZLOO FUHDWH RSSRUWXQLWLHV IRU
ZLWK DOO LW SOD\V D NH\ SDUW LQ SODFHPDNLQJ E\ ELRGLYHUVLW\ DQG FRPPXQLW\ LQYROYHPHQW LQ
playing on the natural water features, managed water management.
ZHWODQGVFUHHNDQGERDWUHODWHGDFWLYLWLHVWKDW
predominate.

7KHPDULQDZLOOEHFRPHDIRFXVIRUWKHZKROH
area, add value and amenity and complement
the activities of the creek. It will give waterside
DFWLYLWLHVDIRFXVDQGEHFRPHDQDWWUDFWLRQLQ
its own right. Opportunities for play, eating and
VKRSSLQJZLOOEHDYDLODEOH

7KHFUHHNLVDUJXDEO\WKHKHDUWRI4XHHQERURXJK
and one of its most attractive assets. There
are opportunities to open up access in the
masterplan however its current functions and
FKDUDFWHUVKRXOGEHPDLQWDLQHG

(GXFDWLRQRSSRUWXQLWLHVFDQEHFRQVLGHUHGZLWK
GHFNVDQGSRQGGLSSLQJDUHDVELUGZDWFKLQJ
DQGSULQFLSOHVRIPDQDJHPHQWIRUELRGLYHUVLW\
7KHUH PD\ EH SRWHQWLDO IRU LQWHUSUHWDWLRQ
centres, hides and nature trails.
&RPPXQLW\ ZDWHUVSDFH  KLVWRULFDOO\ SDUWV RI
WKH FUHHN ZHUH GDPPHG DQG XVHG E\ ORFDO
people for play and recreation. The marina
ZLOO FRQVLVW RI WZR EDVLQV ZLWK WKH VPDOOHU LQQHU
one designed for community use. This means
opportunities to get close to water, take part
in water related education such as sail training
and launching craft
The Swale is a great asset for wildlife and
ERDWLQJ7KHVHVRPHWLPHVRSSRVLQJHOHPHQWV
ZLOO QHHG WR EH PDQDJHG LQ WKH ORQJ WHUP
:DONVDORQJLWDQGRSSRUWXQLWLHVWRXVHLWVKRXOG
EH HQFRXUDJHG  7KH PDVWHUSODQ SURSRVHV D
waterside walk with potential interpretation /
LQVWDOODWLRQDQGELUGZDWFKLQJIHDWXUHVDORQJLWV
length. Features such as the all tide landing will
EHFRPHPRUHLPSRUWDQWDQGPLJKWEHEURXJKW
into a wider water management strategy that
might help with funding maintenance.

105
 Design Concepts & Principles: Character Areas

Queenborough A249 to
Sheerness

The Creek Castle and

Station
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14 Character areas

Key:
Creekside

Marina Marshside &XOOHW'ULYH

First Avenue Neatscourt Rushenden

Rushenden Street A249 corridor Swale waterfront

106
 Character Areas
Principle 10: Creating place and distinctiveness

Character Areas

The masterplan is designed to produce a

coherent place of character and identity.
:LWKLQWKLVZKROHWKHUHDUHDQXPEHURILGHQWLÀHG
character areas which respond to certain
situations. For instance the sensitive character
of the grazing marshes demands an approach
that differs from the area around the marina.

$ QXPEHU RI FKDUDFWHU DUHDV KDYH EHHQ

LGHQWLÀHG DQG WKHVH DUH VKRZQ RQ 3ODQ 
The following pages set out some imagery
DQGGUDZLQJVWRVXJJHVWWKHW\SHRIEXLOWIRUP
and open space character envisaged. They
are intended as a guide to later detail design
proposals and, taken with the masterplan
document, should guide this design.

107
 Design Concepts & Principles
Marina
‡ Community waterspace area
Queenborough A249 to
‡ Commercial marina Sheerness

‡ :DWHUVLGHUHVLGHQWLDOGHYHORSPHQW The Creek Castle and

Station
‡ :DWHUVLGHSXEOLFUHDOP
‡ 2SSRUWXQLWLHVIRUFRPPHUFLDOFDIp
UHVWDXUDQWDQGERDWVUHODWHGDFWLYLWLHV

Swale
‡ Active frontages
‡ Taller, denser development
‡ Contemporary design
‡ Links to waterside park

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.1 Character Areas - Marina

Commercial marina with

serviced moorings
Residential

Cafe / restaurant

Residential
:DWHUVLGHUHWDLOEXVLQHVV
ZLWKDSDUWPHQWVDERYH walkway Vehicular
access

3XEOLFVTXDUH

¶%OHDFKHU·VHDWLQJ

Marina
Marina edge with seating
DQGSXEOLFZDONZD\WR
4XHHQERURXJKDQG
Rushenden

Residential

Lifting Bridge

Cafe Curve

Community
Residential ZDWHUVSDFHZLWKERDW 3XEOLFZDON
launch facilities

Image of potential waterside cafe Indicative plan of marina public realm areas

108
 Character Areas - Marina

Impression of marina area

109
 Design Concepts & Principles
Rushenden Street
‡ Human scale
‡ Active frontages Queenborough A249 to
Sheerness
‡ 7UDIÀFFDOPHGPSK
The Creek Castle and
‡ Pedestrian friendly Station

‡ Manual for Streets compliant

‡ Greened

Swale
‡ Lived on
‡ &RQWLQXRXVIURP4XHHQERURXJKWR
Rushenden
‡ ,QWHUVSHUVHGZLWKSXEOLFVTXDUHV

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Health Centre - Iwade Plan 4.14.2 Character Areas - Rushenden Street

Rushenden Road

Health
centre
Tree planting
3XEOLFZDONZD\WR
marina

ISTIL

Housing

7UDIÀFFDOPHG
SUDS system SXEOLFVTXDUH

/LQNURDGVSHHG
:DWHU reduces to 20 mph
feature

1HZSULPDU\
3XEOLFJUHHQVSDFH
school
links to new Swale
Park

Playground
Retail

Spo
rts H
all

Residential
Rushenden Road

Sketch model of re-interpreted Castle site Indicative plan of Rushenden Square

110
 Character Areas - Rushenden Street

Artists impression of pedestrian street at Rushenden Square

111
 Design Concepts & Principles
Character Areas: Rushenden
‡ 6WUHHWVFDSHDQGSXEOLFUHDOP
Queenborough A249 to
improvements Sheerness

‡ 6LJQLÀFDQWLPSURYHPHQWVWRFRQQHFWLYLW\ The Creek Castle and

with wider area Station

‡ Redevelopment opportunities in some

areas
‡ 1HZFRPPXQLW\DQGUHWDLOIDFLOLWLHVLQFORVH

Swale
proximity
‡ 5XVKHQGHQ5RDGWUDIÀFFDOPHGDQG
integrated into wider proposals
‡
Rushenden Public Realm
A major concern of strategic partners and
the local community is to ensure that the
UHJHQHUDWLRQSURJUDPPHEULQJVWRJHWKHU Cullet Drive
WKHYDULRXVSDUWVRI4XHHQERURXJKDQG
Rushenden into a cohesive whole, and to
Rushenden Neatscourt
HQVXUHWKDWORFDOSHRSOHFOHDUO\EHQHÀWIURP
WKHRSSRUWXQLWLHVWKDWUHJHQHUDWLRQZLOOEULQJ
A249 to Swale
Among the interventions proposed to address Bridge
this is a programme of environmental and
SXEOLFUHDOPLPSURYHPHQWVLQ5XVKHQGHQ
DQG…LQ&RPPXQLWLHV /RFDO Plan 4.14.3 Character Areas - Rushenden
Government Thames Gateway funding has
EHHQLQGLFDWLYHO\DOORFDWHGWRVXSSRUWWKLVLQ Study area Private sector Many areas of
7KLVLVOLNHO\WRLQFOXGHLPSURYHPHQWV regeneration abandoned ,
to street scene, green and other open space vandalised garages
DQGSXEOLFDUWDQGZLOOEHVXSSRUWHGE\ 'HUHOLFWVKRSVDQG
EXLOGLQJDQGIDoDGHLPSURYHPHQWVIXQGHG community centre
WKURXJKRWKHUVRXUFHV,WZLOOEHLPSRUWDQWWKDW
all improvements made in the Rushenden
DUHDUHJDUGOHVVRIIXQGLQJVRXUFHDUHFR
ordinated, in line with the overall master
plan strategy and involve effective local Low density
consultation.

Rushenden Hill

Alleys are havens for

drugs and anti-social Traffic management
behaviour and road safety issues
require review

Sheltered housing
,GHQWLÀHGSUREOHPDUHDV

Traffic calming, tree planting and

112 lighting
 Character Areas - Rushenden

A beacon for Rushenden Hill 'HÀQLQJ5XVKHQGHQOLQNLQJDORQJ5XVKHQGHQ5RDGDQGFUHDWLQJDKHDUW

Improve links to Queenborough

Private sector
regeneration and public transport

Improvements to street scene and fixtures Rationalise parking and traffic

calming

7UDIÀF
calming,
treecalming,
Traffic plantingtree planting and
lighting
and lighting

Create a social “heart”

Improve lighting

Increase access to marshland

'HILQHURDGWKUHVKROGVDQG
improve landscape and use of
play areas

Secure alley ways behind houses, Improve lighting

enhance landscape for better use
3RWHQWLDOLGHQWLÀHG
enhancements

113
 Design Concepts & Principles
Creekside
‡ Housing
‡ Creekside open space Queenborough A249 to
Sheerness
‡ 9LHZVWR4XHHQERURXJK
The Creek Castle and
‡ Strong references to the vernacular Station

‡ Contemporary design
‡ Connections across Creek

Swale
‡ 3RWHQWLDOIRUKRWHOFRPPHUFLDOFDIp
restaurant
‡ Close grained
‡ &HQWUDORSHQVSDFHVTXDUH

1RWH
:H JUDWHIXOO\ DFNQRZOHGJH WKH DVVLVWDQFH RI
$UW/DE $UFKLWHFWV RQ WKHLU LQSXW WR WKLV SDUW RI Cullet Drive
the masterplan.
Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.4 Character Areas - Creekside

Sketch images of potential development at Creekside (Art lab Architects)

114
Character Areas - Creekside

115
 Design Concepts & Principles
First Avenue
‡ Family housing
‡ Relates and integrates with Rushenden Queenborough A249 to
Sheerness
‡ 6LJQLÀFDQWSXEOLFVSDFH²5XVKHQGHQ
The Creek Castle and
6TXDUH Station

‡ Community, commercial and education

facilities
‡ :HOOFRQQHFWHGWRUHFUHDWLRQDQG

Swale
greenspace
‡ 7UDIÀFFDOPHGDQGVKDUHGVWUHHWV
‡ 1HZSULPDU\VFKRROZLWKFRPPXQLW\XVHRI
VSRUWVÀHOGVDQGEXLOGLQJV
‡ 1HZÁH[LEOHVSDFHVSRUWVKDOOIRU
community use

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.5 Character Areas - First Avenue

116
Character Areas - First Avenue

117
 Design Concepts & Principles
Swale Waterfront
‡ Key connecting route for pedestrians and
cyclists Queenborough A249 to
Sheerness
‡ :DWHUVLGHJUHHQVSDFH
The Creek Castle and
‡ Links Rushenden and Rushenden Hill with Station
4XHHQERURXJKDQGEH\RQG
‡ Features opportunities for play, recreation,
sport

Swale
‡ /DQGVFDSHWRHQFRXUDJHELRGLYHUVLW\
‡ 3DUWRI6XVWDLQDEOH8UEDQ'UDLQDJHV\VWHP

Cullet Drive

,QIRUPDOSXEOLF
greenspace
Rushenden Neatscourt

Residential A249 to Swale

Swale
Bridge

Lookout

Seating
Footpath Link areas Plan 4.14.6 Character Areas - Swale Waterfront
Residential

3RWHQWLDOD
Play area
side area

:DWHUIHDWXUH
attenuation
Coalwash Line

Viewpoint
feature
Footpath links

Swales/
SUDS system
Residential

Firs
tA Residential
ven
ue

Indicative plan of Swale Waterfront Park

118
 Character Areas - Swale Waterfront

Indicative sketch of Swale Waterfront Park

119
 Design Concepts & Principles
Cullet Drive
‡ Existing employment uses continue
Queenborough A249 to
‡ Access improved via link road Sheerness

The Creek Castle and

‡ /RFDWLRQIRU&RPELQHG+HDWDQG3RZHU Station
plant
‡ Employment uses enhanced

Swale
‡ Potential redevelopment opportunities in
WKHORQJWHUP²HPSOR\PHQWPL[HGUHWDLO
and residential

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.7 Character Areas - Cullet Drive

Marshside
‡ Sensitive integration with marshland
landscape
‡ /DQGVFDSHEXIIHUQROLJKWLQJ Queenborough A249 to
Sheerness
‡ Biodiversity corridors within scheme
The Creek Castle and
‡ 6XVWDLQDEOH8UEDQ'UDLQDJHYLDVZDOHV Station

UHWXUQVUDLQZDWHUWRPDUVKDQGDTXLIHU
‡ %XLOWIRUPUHFHVVLYH²GHVLJQHGIRUORZHVW
Swale

visual impact
‡ Landscape treatment to encourage
ELRGLYHUVLW\DQGUHVSHFWYLVXDOTXDOLWLHV
of setting i.e. few trees at perimeter,
PDQDJHGJUDVVODQGVZDOHVEXQGLQJWR
UHVHPEOHG\NHVHOVHZKHUHRQ,VODQG

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.8 Character Areas - Marshside

120
 Character Areas
Neatscourt
‡ Link road corridor and employment uses
Queenborough A249 to
Sheerness ‡ SUDs drainage systems
Castle and
The Creek
Station ‡ +LJK TXDOLW\ ODQGVFDSH WUHDWPHQW ² VLPSOH
DQGEROG
‡ 5RDGFRUULGRUGHÀQHG
‡ Employment uses visual impact controlled
Swale

‡ ´*DWHZD\ WR 4XHHQERURXJKµ WKHUHIRUH

views contained and controlled
‡ “Marker” features on link road

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.9 Character Areas - Neatscourt

A249 Corridor
‡ Employment uses
Queenborough A249 to
Sheerness
‡ Smaller units accessed from old A249
The Creek Castle and
Station ‡ 1DWLYHWUHHDQGVKUXEODQGVFDSH
‡ Dense planting
Swale

Cullet Drive

Rushenden Neatscourt

A249 to Swale
Bridge

Plan 4.14.10 Character Areas - A249 Corridor

121