Generation Approach

We believe that great development enhances the lives of those that use it and are impacted by it; that it responds both to its local context and the market; and that it is about more than just buildings, also delivering wider environmental, social and economic benefits. At the core of our approach to delivering this are the following values:

Design: Good design is not just about how a place looks and feels, it is about how it works. “We love good design. It’s at the heart of what Generation do. We want to create buildings, spaces and places that others love (for how they look and for how they function) and that improve our neighbourhoods, towns and cities. Generation believes that great development enhances the lives of those that use it and those that are impacted by it. We design environments for the people who occupy them as well as for the people in the neighbourhoods that surround them. We don’t work to a template. Just as every opportunity is unique, we tailor each development scheme to fit, giving a bespoke solution. Good design is fundamental to this.”  

Patrick Ross Development Director  


Learning and Innovation: We study the changing nature of cities and markets, combining our insight with the latest innovative ideas. “Buildings and the urban areas that they sit within fascinate us. Cities are constantly changing and evolving.  Much of that change is driven by their market and policy/political context. The requirements of those that occupy the buildings also change and evolve. We like to study and analyse those changes, context and requirements so that we understand them as best we can and are able to respond effectively to them with new ideas, as well as identify the new opportunities they create. This understanding informs the decisions Generation make about acquisition, investment, design and use. We study and monitor previous, current and emerging trends. We also keep up to date with new innovations in areas like technology and construction to enable us to develop new solutions and approaches to producing buildings that better meet people’s requirements. We don’t know it all or have all the answers, but that drives us to keep on learning and trying.“  

Zahid Anwar Director  

Collaboration: Our approach is based on partnership and collaboration, preferring to work with rather than against others. Not only does this deliver more, but it is also just a nicer way to work. “Our experience in property development has demonstrated that by collaborating effectively with others and working in partnership it delivers quicker, delivers more and does it more efficiently. Also, work is just easier and more fun when you get on with the people you are working with. We like to collaborate with others that share our values and are always keen to engage with those who have an interest in what we do or may be impacted upon by our projects. Generation has a range of partners that we work with such as local authorities, our consultant team, landowners and other property developers – and we are keen to develop relationships with more. If you have a potential project or collaboration you would like to discuss with us, please get in touch.”  

Shehzad Chaudhri Director


Categories: Insights