The thesis is dealing with the area of White City East as an emerging creative quarter, exploring the relationships between creativity, knowledge and residential environments. It aims to challenge the perceptions about clustering of big buildings, and the kind of lifestyle that they can establish. Through the exploration of deep-floorplate typologies, and their relevance both to the establishment of nowadays knowledge, creative and even residential environments, side by side to their potential to transform even the most challenging urban conditions, the thesis discusses the potential changes in decision-making processes in our cities, encouraging a higher degree of involvement of private, public and governmental actors in urban transformation. As such, it stresses out the need to re-think our familiar processes of establishing fixed frameworks for urban regeneration into vision-led ones. These visions will be based upon new kinds of developments, deeply rooted in design-reasoning and understanding of architectural intelligence, so as to establish quality living, working and civic environments that will be able to generate a much greater value over time.