It is one of London’s best known streets and is home to the headquarters of the tax office turned-entertainment venue and a London Fashion Week hotspot.
Now designers will be fleshing out their plans to transform the Strand – the street which includes Somerset House, and King’s College.
It follows a consultation Westminster Council held earlier this year to find out what businesses and residents thought of its ideas to bring the street into the 21st century.
Out will go the gyratory and in will come two way traffic in Aldwych in the theatre and hotel district.
There will also be a plaza near St Mary Le Strand Church which is currently stranded on a traffic island.
Designers will also draw up better links to tourist hotspots at the South Bank, Covent Garden and the West End.
The aim is also to improve air quality – a key target for the council.
The council is set to stage more public events to look at the plans next year once these detailed proposals for the area – known by some as the Northbank – are ready.