Will Alsop said that the practice had an open brief and was looking to change the whole character of the area.
The initial contract is for a few months, but the practice looks set to be retained for longer once negotiations are completed.
Work on the 10-year project will begin in October and will include the construction of two IT communication centres and the refurbishment of a local park.
Last month, a consortium made up of registered social landlord Hyde Housing Association and HTA Architects won a competition to provide new 434 homes for the regeneration.
Building will start on the first phase of 70 dwellings, including a keynote tall building, early next year.
Hyde Housing Association has begun to consult with the local community on its plans and is liaising with the New Cross New Deal for Communities, which is running the scheme alongside Lewisham council.
Alsop Architects was selected from a shortlist of seven.