ACSEF is today unveiling a project name and identity for its scheme to radically transform Aberdeen’s city centre.

The proposal, to create a new civic space by raising Union Terrace Gardens and covering over the Denburn dual carriageway and railway line, is taking a step nearer realisation with the launch of an extensive public consultation exercise.

The City Square Project will be the working name for the development that aims to transform this location by reclaiming over five acres of city centre space and creating a further two acres of all-weather, covered space. The aim is to give Aberdeen a more attractive, more accessible, greener, better connected, safer city centre that becomes a cultural focal point for the whole community.

The new name is supported by the themes: This Time. This Place. This Generation. The name and design will be used on all communication material, including that relating to the public consultation which will now begin on 11 January 2010.

ACSEF, the public private sector partnership which drives economic development in the region, is spearheading the project to regenerate the city centre. Chairman Tom Smith said: “The region’s city centre needs a vibrant, cultural civic space and gardens in the heart of the city. ACSEF is committed to ensuring the jobs, wealth, opportunities and quality of life necessary to secure our long-term future. A significantly improved city centre is absolutely key to this.

“It is therefore about so much more than Union Terrace Gardens and the Denburn Valley. It is the start of a journey to restore and reclaim the city centre and create a safe place for relaxation and recreation for all those who live and work here. This transformational project is a bold and aspirational vision for our city that will stake our claim to be a global energy hub and the energy capital of the Eastern Hemisphere.

“The theme “This Time” will resonate with those, like me, who have seen various aspirations for our city centre fail over the years. This time, with Sir Ian Wood’s funding, we can make it a reality. This time, we have a window of opportunity to finally create a city centre of which we can all be proud.

“With our main industry in decline, we have only a short time to protect people’s jobs in the short and long-term. We must anchor and attract energy businesses here and be able to compete with other international energy cities to secure our economic future. We need to be ambitious and send out a clear signal that we are investing in our own future.

“Research shows that attractive, vibrant city centres are key to competitive regions. Creating a new vibrant heart for Aberdeen presents a unique opportunity to put us on the “must visit” list, attracting and retaining people and businesses and future investment.

 “This place – Union Terrace Gardens and the Denburn Valley – sits at the heart of our city yet it is a dark hole that acts as a barrier to the movement of people around the city. A street level civic space has the potential to create a safe, inviting location and become a real destination. It would be a central pedestrian hub radiating outwards to various attractions and locations with the potential for transport connections to the bus and train stations from the lower levels of the square.

“This city square would become the main meeting place for people to gather, the hub for cultural activities and for hosting a year-round events programme, indoor and outdoor concerts and plays or even opera. At this time of year, it could boast a magnificent Christmas tree and fantastic decorations, an ice rink, market stalls and fairs. It is the link between all the shopping centres and would act as the catalyst for the badly needed regeneration of Union Street.

“The elevation of the current gardens and covering of the Denburn would allow the back of Belmont Street to be opened up, creating a vibrant and cosmopolitan café culture as enjoyed by many cities in the UK and Europe.

“This generation has the necessary leadership, drive, determination and ambition to make it happen; to create a lasting legacy for our children. ACSEF wants to deliver a new space of 21^st-century design with inspiring landscape architecture and greenery that truly reflects Aberdeen City and Shire’s success, prosperity and international status. We are determined to deliver this for the generation that will come after us. In fact we have a duty to do this for our children and their children.”

The project identity has been developed by leading Scottish creative company, The Big Picture. Director, Mick McKie said: “We are delighted to be involved in this transformational project which has significant socio-economic benefits for the whole region in which we, as individuals and a business, can share.