Belfast Magnets – Reimagining Royal Avenue

In 2018, we won the RSUA #MyBelfastIdea Design Competition for our proposal to reimagine Royal Avenue, Belfast, following the devastating Primark fire. Working in collaboration with Robert McCluskey, we developed the #BelfastMagnets concept – a bold vision to bring new life and energy back into the heart of the city.

What are Belfast Magnets?

Belfast Magnets are three unique urban attractions that blend art, infrastructure, and social programmes. Like true magnets, they draw people, activities, and experiences together – creating memorable places with lasting cultural and civic value.

The Three Magnets

1. Art + Culture Infrastructure
Street art is already a powerful draw for Belfast. Our proposal builds on this by connecting the vibrant murals of Bedford and Gresham Street to form a dedicated Art & Culture Quarter.

• A bold, zigzagging art wall along Royal Avenue creates distinctive spaces filled with atmosphere and identity.

• Integrated stages support live performances, music, and cultural events.

• The structure is lightweight, cost-effective, and easily assembled using standard materials.

• At the end of its life, artworks can be dismantled and sold, with profits reinvested into supporting independent traders.

2. Super-Graphic
A striking visual layer that unifies the streetscape, making Royal Avenue more pedestrian-friendly, legible, and inviting.

3. Social Condenser
A true “Palace for the People” – a civic hub designed to encourage gathering, exchange, and social connection.

A Vision for the City

Our design uses illustrated precedents and sketches to capture the moments and experiences that could unfold within these City Magnets. Together, they represent a dynamic reimagining of Royal Avenue – one that celebrates culture, strengthens community, and redefines the heart of Belfast