Since its closure in 1949, the vacant Segas Office Building in Croydon has been the subject of numerous speculative fantasies, but all have failed to materialise. Despite being caught in the middle of the ‘Mid-Croydon Masterplan’, its Grade II listed status has made the reuse of the building commercially unviable, resulting in its exclusion from the current vision for the town.
In the next 20 years, Croydon - an ‘Opportunity Area’ - will be the focus of rigorous redevelopment, with the total reconstruction
of much of its existing building stock. In 2018, the retail giant Westfield will subsume Croydon’s town centre into a new mega- complex, creating the ‘largest mall in Europe’.
While its listed status will temporarily ensure the survival of the building, its ability to compete with forthcoming developments has been severely compromised. This project will speculate on the future of Croydon’s town centre to identify opportunities for a radical reprogramming of the Segas Building – soon to be one of the town’s last vestiges of 20th Century heritage.