Park House (Oxford Street) is an outdated and alien building form which goes against the townscape grain and rises above the tree-line from Hyde Park. Hamilton Architects’ design director Robin Partington, recognised the opportunity to make a contribution to Oxford Street which would respond to retail stores such as Selfridges, thus commercially strengthening the rather tired west end of the street. The proposal, shown here, uses a curved form to reduce its apparent mass from Oxford Street and the Mayfair Conservation Area, and is also no longer visible from Hyde Park. The design provides an iconic and attractive building in the long tradition of Oxford Street buildings, strengthening its reputation as the principal shopping street in central London. This is a fine example of maximising the use of a site without the increased mass damaging the townscape. Its radical form required careful consultation with planning officers at Westminster City Council, which the consultancy led.