Designer Wayne Hemingway urged housebuilders to &amp;“take the concept of individuality down&amp;” to homes below expensive price brackets. The designer, who is presently involved in the masterplanning of Wimpey&amp;’s Staiths South Bank development of 700 homes in Gateshead, recommended improvements to housing which &amp;“need not cost a lot&amp;”. These include attention to detail, less-is-more style simplicity, well-considered streetscape and affordable, simple landscaping. <p></p><p>Crest Nicholson chief executive John Callcutt, who was showcasing the company&amp;’s development of 950 homes at Ingress Park, Greenhithe, backed Hemingway&amp;’s views urging housebuilders to &amp;“turn housing development into a &amp;‘place&amp;’&amp;” in the low to mid market sector. &amp;“It&amp;’s easy to do a theme park for the well-heeled, but we need to drive this down the chain,&amp;” he said. He hoped that &amp;“one day a reasonable proportion of our population can open their windows and see something worth living in&amp;”.</p><p>Wimpey invited Hemingway to get involved in the Gateshead project after the designer condemned the &amp;“Wimpeyfication of Britain&amp;”. The development will feature varied materials on frontages and a choice of interior layouts and styles, including downstairs bedrooms and upstairs living areas and the option of purchasing an empty house shell. It will also incorporate the first &amp;“corner shop&amp;” by …