the client for this project owned a substantial amount of the southend seafront and was looking for a masterplan delivering commercial regeneration and leisure facilities. the first phase was planned as a mixed use development consisting of a super casino, shopping centre, 4* hotel and residential tower. as part of the overall masterplan new pedestrian routes and redirection of traffic would create a more accessible seafront. this was to be a key landmark building as part of the thames gateway iniciative. the scheme gained outline planning in august 2006.