Focuses on Prudential's large-scale, mixed-use development, Kennet Valley Park in Reading, in the context of major, long-term plans being put together across southeast England by developers. The Prudential has been involved in Reading's expansion since land was first acquired in 1987 followed by the development of the GreenPark site from 1997. Prudential plans to start work on Kennet Valley Park in 2011 with completion of the second phase by 2031. The scheme masterplanned by the celebrated Danish architect Henning Larsens Tegnestue and to be entirely funded by the Prudential, will eventually accommodate more than 16 000 people with the end value of the land alone estimated at £700m. Looks at the reasons why the largest commercial developers are moving into large-scale residential schemes. Just four current projects will provide a fifth of the homes required to meet the government's southeast England home building target.