The website for this coyly refers to ‘a high growth regeneration opportunity in SE8’ but declines to decode this (SE8=Deptford). In fact Deptford is nowhere named on the site, and anyone reading it might think it was somewhere else entirely. We are told that it is ‘Situated just 12 minutes from Canary Wharf, where employee numbers are set to rise from 78,000 up to 160,000 by 2012, these luxurious city styled apartments are a major new residential and investment opportunity’. There are two pictures of Canary Wharf, across the river, on the homepage, and several pictures of Greenwich on the site – none of Deptford.
Elsewhere on the site we are again told that ‘with prime access into the Capital’s major financial hub, it is destined to become the new benchmark for luxury living in South East London’. In other words what is being created is a dormitory for well-off City professionals (can we still call them yuppies? – I think we can) in denial of living in an area with some of the worst deprivation in London.