In 1996 Dan Cruickshank launched the Euston Arch Trust, an organisation dedicated to the rebuilding of the arch, which counted among its members the modernist architects Peter Smithson (who with his wife Alison had written a history of the arch) and Piers Gough. The trustees saw the opportunity to put right a historical wrong whilst at the same time addressing the fragmented townscape around Euston, including possibly the restoration of Euston Square which was laid out in the early nineteenth century but fell victim to the re-development of Euston Station in 1968. Railtrack were reported to be 'keen' on the idea of reconstructing the arch and the London Borough of Camden were said to have 'no case against revival'. The estimated cost of rebuilding in 1996 was said to be £5 million.