Futurecity is a multidisciplinary culture agency, set up to reflect the burgeoning worldwide interest in culture-driven placemaking and regeneration. Futurecity has encouraged the property sector in the UK to use art and culture as part of a toolkit for providing a contemporary narrative for our towns, cities and urban centres. Futurecity have written nearly 100 placemaking and cultural strategies for the largest brownfield developments and regeneration projects across the UK and mainland Europe including the Nine Elms Opportunity area, White City, Greenwich Peninsula, Earls Court, Canary Wharf and the City of London. Futurecity promote the idea of a cultural-masterplan or strategy, which sets out a vision or big idea for cities, districts and neighbourhoods as they compete for inward investment, tourism, knowledge workers and businesses. The growing importance of the creative and knowledge economy has led to a new approach to culture-led placemaking with architecture, infrastructure and public realm all worthy of a cultural brand or makeover. Futurecity have converted the once derelict Old Spitalfields Market into London’s coolest venue, Heathrow airport and Crossrail into major culture brands and are involved in London Bridge Station, Addenbrookes Bio-Medical Campus and the new Cancer Centre at Guy’s.