Gerry Cahill Architects are lead architects and urban planners for the project, while Newenham Mulligan Associates will act as retail and commercial consultant architects.

The new application differs greatly from the one which was withdrawn from appeal by the developers last year.

The new plans are based on a framework plan for the area which was drawn up on behalf of Dublin City Council last year and involved a lot of consultation with the local community.

The new plans for the Players Square scheme is designed to bring the site, which was previously used only for industrial purposes, back into a neighbourhood setting. The proposed urban design will create new streets, squares and open space connecting and opening up the northsouth and east-west axis. The developers describe the scheme as the first step in the 'area renewal jigsaw' as envisaged in the framework plan for the area, which aims to create a sustainable neighbourhood where people can live, work, socialise and educate their children.

Fronting onto the South Circular Road, the dis-used industrial buildings are to be removed, with a new, modern frontage created, which will incorporate retail units on the ground floor, and offices and residential units on upper floors. The idea of creating a new frontage on the South Circular Road together with the new streets through the site, is to reconnect the neighbourhood via the Players site which up to now was inaccessible.

The developers also own the Bailey Gibson site which adjoins the John Player buildings. However no application has been made yet for this site.