Gloucester Services is a game changer in the motorway service industry. Situated in the Cotswold countryside the project embodies ideals of sustainability, putting its landscape and community at the heart of its offer and in so doing, creating a circular benefit. The £45m project consists of four buildings, two main retail facilities and two petrol stations, all located between junctions 11a and 12 on the north and southbound sides of the M5. The project is the brainchild of the Dunning family, founders of Westmorland Ltd, who opened their first Motorway Service Area (MSA) at Tebay, Cumbria, in 1972, when the M6 was built through their hill farm. Gloucester Services has no franchised brands but instead, homemade food produced in its kitchens and farmshops which celebrate local food producers, working with around 130 local (within 30 miles) and a further 70 from the South West. It also has a charity arm which sees 2% of its non-fuel turnover ploughed back into its local communities every year. Gloucester Services builds upon the same principles of place in its building design, with use of local material, innovation, construction and vernacular design. Glenn Howells Architects (GHA) were appointed to design these landmark buildings in January 2009 following an invited design competition, planning was achieved in December 2010 with the northbound site opening in June 2014 and southbound in May 2015. Gloucester Services welcomes over 4 million visitors a year. GHA has worked with the client to design buildings with a low impact on the immediate landscape, the long distance views and the environment. The buildings are designed to simply disappear into the surrounding landscape with a wildflower rather than a sedum roof. Both buildings are positioned so that the more open elevations are not exposed to the sensitive views from local high points. Crafting the landform across the site maximised the opportunities afforded by rising topography for screening and visual containment. Whilst minimising land take, excavated materials from the construction site were re-used in the landscaping, which along with the building itself, now act as a barrier to motorway sound. The building was constructed using locally sourced materials whilst also utilising traditional craft based skills. Internally the timber roof is exposed and the retaining walls are dressed in Cotswold dry stone. The building is set out simply with the kitchen at the heart, allowing travellers to easily orientate themselves on arrival. The spaces encourage the visitor to engage with the ethos of the business, and draw them into a rear garden space with opportunities to enjoy the surrounding landscape. The beauty of the project is that it dispels preconceptions of a traditional MSA and creates something truly uplifting. Gloucester Services rejected the generic approach of typical motorway service areas that have little relationship to their regional or environmental context. Unlike any other MSA, Gloucester Services has become a local amenity with visitors enjoying access on foot and bike. Gloucester Services succeeds in creating restful and enjoyable breaks for all motorway users.