Business improvement district Inmidtown has asked Farrell to draw up a framework for how the area can be revitalised, including a detailed plan for delivery. It aims to work with the mayor, the London Borough of Camden and Transport for London.
"I look forward to working with Inmidtown to set out a real and achievable framework for change in this fascinating area between Holborn Circus and St Giles Circus centred on the historic crossroads at Holborn," said Farrell.
"London must build on the assets, qualities and characters that make this a successful commercial hub to ensure that it becomes a world-class urban quarter, complete with world-class public realm," he added. Initial thoughts will be released for consultation in the spring.