DESIGN guru Wayne Hemingway was in the region for the start of work on an unusual housing development this week.

The creator of the Red or Dead fashion label and his wife, Gerardine, were joined by Ronnie Baird, managing director of the George Wimpey City construction firm, for a sod-cutting ceremony at Staiths South Bank, in Gateshead.

The development, named after the Grade II listed pier structure that dominates the nearby section of the River Tyne, will be built on the former Garden Festival site and comprise 688 homes.

Mr and Mrs Hemingway have been working on the plans with George Wimpey City and architects from the Ian Darby Partnership for more than 18 months, and aim to provide well thought out, community driven and affordable housing.

Mr Hemingway said: "We've tried to design a housing development where everyone can recognise their own home from the way it looks; where children can play safely free from cars; and where private gardens open out into communal gardens where residents can get to know each other if they want to.

"We've started with the people first - the design follows."

The land, previously designated for industrial occupation, was recently approved by the Government for a change of use.

Mr Baird said: "George Wimpey City are delighted with the work achieved so far by the Hemingways and all involved.

"This week finally witnesses the hard work and effort put into action."

The development's apartments and houses are expected to be on sale from next January, with prices starting from £70,000.

Chestertons, the selling agent, is handling inquiries on 0191-232 8127.