A Wimpey Homes development in Gateshead is, on the face of it, an unlikely place to find the cutting edge of cool design. However, this is just what may come to pass if TV fashion commentator Wayne Hemingway (right) has his way.

Hemingway, founder of fashion label Red or Dead and regular on The Big Breakfast, will be offering his particular brand of stylish design to Wimpey's Tyne Park housing scheme, which is due to be launched officially later this month.

The designer will be working with a project team that includes local architect Ian Darby Partnership.

Hemingway announced last year that he would be offering design consultancy to housebuilders through Hemingway Design, the firm he launched with his wife Geraldine. The practice has already worked on a new wing of the Institute of Directors.

The former shoe designer said he planned to stop the "Wimpeyfying and Barrattification of this country". He added that he was keen to bring an open-plan feel to new houses.

The move will counter criticism of the design of estates. Most notably, then construction minister Nick Raynsford labelled new houses as "tawdry little boxes" last year.