An exploration of the urban potential of an old industrial site in West London, using a series of digital tools. Three catalyst points are positioned, locating green space, a community centre, and a signature tower. These then catalyse the generation of the street pattern, while further subdivision rules create individual parcels. Building heights are driven by their proximity to the signature tower, to ensure that it forms the centre of the skyline. Towards the end of the video, some experiments in genetic optimisation are conducted adjusting the placement of the catalyst points such that triangular sites are minimised, while FAR is maximised.