The scheme draws upon Stoke-on-Trent's cultural and industrial heritage in its massing, material selection and ideology. A mixture of robust brick elements, reinterpreting the industrial warehouses, underpins and supports, dancing ceramic clad towers reminiscent of the kiln structures which once animated the horizon. This blend of old and new is intended to create a unique identity for the site and its wider context. 

A new route links the town centre to the Trent Mill nature Park, via a meandering landscaped boulevard running north south through the site. This route connects the existing town centre to a new cultural quarter envisaged along the canal side. A marina is created in an inlet from the canal, which acts as a destination and linking element between north and south.

The programme for the site is broken down into three core elements; ‘the spine' along the west boundary accommodating residential use with commercial activity at ground; ‘the necklace' which is a cluster of ‘packages' in which a variety of houses are located; and ‘the boulevard' - the main public linking space.