Effort and courage are not enough without purpose and direction.

These words of JF Kennedy now adorn Richmond's former House of Fraser alongside artistic impressions of the building's future.

Large vinyl boards have been placed in the windows of the ex-department store at 80 George Street.

They talk about owner Canadian and Arcadia's plans to "redefine a landmark" with a multi-million pound revamp of the building.

"Unique breakout space, co-working space, separate cycle entrance and drying room," is promised.

As Richmond Nub News reported in July, C&A plan to convert it into a huge office block, with retail and potentially leisure space.

Read more: Work set to begin as House of Fraser leaves town

House of Fraser closed last month.

It was a historic moment in Richmond's retail history as a department store had traded there since 1795.

The company told us earlier this month that they want to "realise the long-term future of the building" as soon as possible.

They recently won planning permission from Richmond Council for the vinyl window coverings.

Full planning consent is still being awaited for the main proposal, which includes building an entire new fourth floor.

C&A was given planners' approval in principle in March - subject to S106 agreements, which relate to the contribution an applicant will make to the local area to mitigate the impact of their development, which are still being agreed.

More coverage:

What next for Richmond's House of Fraser building?

Extra floor and 450 jobs: the plan to replace House of Fraser in Richmond