To build a bridge

In a bid to redevelop the Old Town, a fancy new footbridge is being built across the river. The fact that there is nothing on the other side of the river does not seem to deter these bold entrepreneurs. They are going to build a brave new world on the east bank where at present there is dereliction and decay. The project has been given  a name: the Boom (they've never heard of hubris in Hull!). It's that old "build it and they will come" spirit at work again. You can see what the bridge is going to look like here.