As design and build contractors, the pair will support Westminster City Council’s vision to improve the area for shoppers through almost 100 distinct projects.

Each has been designed to enhance locations the full length of Oxford Street.

The council is kick-starting the plan with £150m of funding over three years.

Projects included creating two new public piazzas at Oxford Circus. An original proposal to fully pedestrianise Oxford Street was ditched by the council after objections from residents.

Cllr Richard Beddoe, Cabinet Member for Planning and Place Shaping, said: “We are hugely ambitious for the Oxford Street District and have already set aside £150m of Council capital funds to massively kick start delivery of our exciting vision.

“Our appointment of J Murphy & Sons Ltd and the Carey Group is a clear statement that we mean business and we remain fully focused on delivering the much-needed improvements that will future proof this much-loved area for generations to come.”