When the host of the Develop Croydon conference, BBC home affairs editor Mark Easton, told his producer he was going to Croydon he was asked whether he wanted to take a flak jacket.

With that as their starting point a panel at yesterday's event discussed how to make Croydon cool, under the heading Creating a Place to Live.

The five speakers, including Peter Cole from Hammerson and Colm Lacey from Croydon Council, all admitted they did not live in the borough.

Mr Lacey said: “A lot of this is around what people think of it and changing perceptions around Croydon is absolutely key.

“The time for talking in Croydon is done.

“We need to get a wriggle on and get this done while the market is right for Croydon otherwise we will miss a cycle, Croydon has missed two or three cycles already.”

Craig Marks, from developers Menta Redrow, said: “What I think is that it will evolve itself.

“Who would have thought Shoreditch was going to be cool with a name like that?”

Kath Scanlon, from the London School of Economics, said: “Croydon is well placed at the moment to become cool. When things look not very appealing, that’s when the seeds are sewn for coolness.”