A DEVELOPMENT which began with a designer's scathing attack on "Wimpeyfication" is proving a huge hit with house buyers.

Fashion guru Wayne Hemingway, founder of the Red or Dead label, first came to the attention of developer George Wimpey City when he condemned the firm's homes as lack-lustre.

In response to the criticism, its managing director, Ronnie Baird, challenged Mr Hemingway to come up with his own suggestions.

As a result, the celebrity spent two years designing the Staiths South Bank development with help from his wife Gerardine, George Wimpey City and the Ian Darby Partnership firm of architects.

Yesterday, the first 84 homes at the "people friendly" development, on the banks of the River Tyne in Dunston, Gateshead, went on sale.

When the doors opened to buyers, at the MetroCentre's Marriott Hotel, some had already been queuing for almost 48 hours.

First in line was London director and cameraman Steven Green, 27, who snapped up a two-bedroom riverside apartment for his mother, Margaret Duncan, of South Shields.

He started queuing at 11am on Wednesday, sharing the task with friends and family.

"My friend, Phil Preston, who was second in the queue, got the apartment next door, so at least we know who the neighbours are," he said.

"These are riverside apartments in a prime location where there's a lot of development. Newcastle and Gates-head are going for Capital of Culture in 2008, so I think they are a good investment."

Student nurse Sarah Wilson, 21, and her partner, building surveyor Andrew Leggett, 26, both of Durham, were third in the queue.

Ms Wilson said: "We were lucky enough to get the third property. We are just really happy because we've got the one we wanted."

When completed towards the end of the year, the development will comprise almost 700 homes ranging from £69,995 for a one-bedroom courtyard apartment to £225,000 for a penthouse. There will be 26 different house styles, with park and car-free areas.

Edward Seymour, head of Chesterton residential in the North-East, which is handling sales, said there was only a handful of first phase properties left.

He said: "The local and national interest has been unprecedented."

Anyone interested in buying one of the properties can contact Chesterton Residential on 0191-460 9898.