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International designer, Wayne Hemingway, calls on Lowestoft’s community and businesses to join together in a regeneration project for the town’s seafront

Designer Wayne Hemingway talks to business leaders and community groups about ways to improve Lowestoft seafront.
PHOTO: Nick Butcher

Designer Wayne Hemingway talks to business leaders and community groups about ways to improve Lowestoft seafront. PHOTO: Nick Butcher

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An international designer has called on a coastal town’s businesses and community to unite to usher in the dawning of a new era.

Designer Wayne Hemingway talks to Kerry Blair (head of operations for Waveney district council)  about ways to improve Lowestoft seafront. PHOTO: Nick Butcher Designer Wayne Hemingway talks to Kerry Blair (head of operations for Waveney district council) about ways to improve Lowestoft seafront. PHOTO: Nick Butcher

In what has been described by community leaders as an opportunity which “cannot be allowed to slip through our fingers”.

During a meeting of Lowestoft’s business and community leaders, designer Wayne Hemingway, from multi-disciplinary design agency Hemingway Design, spoke about his hopes for regenerating the town’s seafront.

Mr Hemingway said: “Lowestoft has great potential and there are things we can improve without spending a lot of money.

“As always there are barriers, people who don’t want to believe or feel disillusioned, but this is about opening minds to try new things.”

Designer Wayne Hemingway talks to business leaders and community groups about ways to improve Lowestoft seafront.
PHOTO: Nick Butcher Designer Wayne Hemingway talks to business leaders and community groups about ways to improve Lowestoft seafront. PHOTO: Nick Butcher

At the meeting, held at The Hotel Victoria, Lowestoft, on Monday evening, Mr Hemingway outlined the necessity for people to be “brave”, “creative” and receptive of new ideas from outside the town - while ensuring the past and future meld to establish a “brand” for Lowestoft.

He explained previous experiences as working with the Dreamland amusement park in Margate, which regenerated the seaside resort, demonstrate the adoption of such philosophies would create new businesses, new jobs and attract more visitors.

He added: “The power of imagery is amazing. People take pictures now more than ever so architecture and design are important.

“You can see the town has intrinsic beauty and the scenery is special.

“We need to make sure there are different things along the promenade that make people keep walking along to find out what the next thing is.”

Although concentrating on the seafront, from the harbour to Pakefield, it is planned for the potential project to provide regeneration to areas as London Road South.

Mr Hemingway’s involvement resulted from Waveney District Council head of operations, Kerry Blair, contacting him after seeing the success of his other coastal regeneration projects.

Mr Blair said: “Wayne has had an impact in driving new visitors into seaside towns and we have an opportunity here that cannot be allowed to slip through our fingers.

“One of the largest barriers is the belief that this change can’t happen here.”

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