Graciela Moreno

urban design Director

architect + Urban Designer


Fascinated by what makes places special, Graciela’s focus is on helping to create well-served and well-connected communities with a strong sense of place. She has worked on a wide range of successful masterplanning and urban design projects at all scales.

She is a natural leader and manages, directs and monitors small and large scale projects to ensure they achieve the highest standards.

Graciela is an architect and urban designer holding a Dip Arch (ETSA, Seville, Spain), an MArch in Urban Design and an MPhil in Urban Morphology (Bartlett School of Architecture, UCL). She has taught Architecture and Urbanism at Portsmouth University and at the Bartlett School of Architecture, UCL, where she was also the MArch Urban Design Coordinator.

Graciela was also a research associate at UCL, collaborating in the project ‘High-Rise Buildings: Energy and Density’. Her principal research interests are in urban form and density.


recent projects include

Church Street Masterplan, London

Graciela, as a project director, led the masterplanning process for 1,750 new homes. The masterplan provided a robust framework for the delivery of regeneration projects in Church Street and was prepared in parallel with the council’s City Plan review. The masterplan secured unanimous approval from Westminster City Council’s cabinet as a delivery framework in December 2017.

UCL East Masterplan (LLDC and UCL), London

University College London’s plans to create a second campus within the Queen Elizabeth Olympic Park in Stratford, East London, gained outline planning permission with unanimous approval from the Planning Decisions Committee in December 2017. Graciela, as a project leader, coordinated a multidisciplinary design team to deliver its outline planning application.

NSIP London Paramount Masterplan, Kent

Farrells was appointed to work with Dartford Borough Council and Gravesham Borough Council to bring forward a comprehensive masterplan for London Paramount. The entertainment resort was accepted by the UK Government as the first ‘Business or Commercial Project’ to be considered a Nationally Significant Infrastructure Project (NSIP). Graciela, as design team leader at Farrells, worked on the planning application and operated in an extensive multidisciplinary team.  

Earls Court Masterplan, London

The Earls Court Masterplan was created by Terry Farrell and Partners and proposes the transformation of the Earls Court Project Area into four new urban villages and a high street, blending the spirit of the past with the best of tomorrow. The London Borough of Hammersmith & Fulham and The Royal Borough of Kensington & Chelsea formally granted outline planning permission for the masterplan for the Earls Court project in 2013. The villages will include around 7,500 new homes for people on a range of incomes and new workspaces and offices will generate up to 10,000 new jobs. Graciela, as a Senior Urban Designer at Farrells, was a key member on the project.