For years, the south wall of the High Street retail chain has stood sentinel over Bourges Boulevard, presenting a gloomy face to passers- by.

Now there are hopes that the wall be rejuvenated as part of an over-arching strategy to improve the look of the city centre.

Yesterday, a Woolworths spokeswoman said that the store would be happy to talk to groups interested in giving the wall a new look, prompting The Evening Telegraph to canvas opinion about what could be done to beautify a brick creation that even Hadrian would be proud of.

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A raft of innovative ideas include erecting sculptures on the wall, creating murals or enscribing the city's motto "upon this rock" on to the structure.

There has also been a suggestion that the Mitchell's Engineering stonemasonry on the side of Bridge House, beside Town Bridge, which is earmarked for demolition as part of the South Bank redevelopment, should be re-located to the Woolworth's wall.

Architect David Turnock, who has been plying his trade in Peterborough for 24 years, said: "The wall is a stark and an unfriendly place, which is badly in need of being humanised."

Mr Turnock said that could be achieved by a series of wall sculptures, illuminated at night by solar-powered lights.

He added: "Perhaps Peterborough City Council and Opportunity Peterborough (OP) could run some sort of design competition inviting people to come up with the best idea."

Peterborough Civic Society president Rev Richard Paten said a world population counter could be erected on the wall, replicating a similar counter already on show at Railworld.

Rev Paten said: "We can't talk about Peterborough being the environment capital of the UK without having regard for what is happening across the globe."

Rev Paten also raised the possibility of celebrating the city's and Peterborough United's "upon this rock" motto by enscribing the words on the wall.

City council leader Councillor John Peach said plans were already "in train" to improve the lower Bridge Street area as part of the Public Realm Strategy.

The strategy, due to be published later this year, will include ways to improve Bridge Street, Cathedral Square, Long Causeway, Cowgate and Westgate.

Urban regeneration company OP commissioned LDA Design to draw up the strategy last year.