Art deco icon is symbol of success

THE history of the iconic Littlewoods building is one of trail-blazing ambition to hopeful salvation.

The art deco headquarters opened in 1938, as John Moores’ pools business reached the zenith it would maintain well into the 1960s and 70s.

The ocean liner design is a classic example of the period, and the clean lines and fresh architecture served as a symbol of the company’s intentions.

Brought to life by architect, Gerald de Coursy Fraser, it soon became iconic throughout the city.

This, coupled with its position on one of the highest plateaux in Liverpool, with views across Wirral to the Welsh mountains, should have made a it a prime development project as the National Lottery drove down the profitability of the Littlewoods’ scheme and the building became vacant.

Urban Splash won the tender when the Liverpool Land Development Company (LLDC) invited a “bold vision” in 2005, as part of ongoing regeneration efforts around Edge Lane.

The innovative firm tabled plans to transform the shell into a £60m digital village, complete with 275 high-spec apartments and hotel element.

But that was shelved in 2008, as Urban Splash reacted to the unsettled property market.