The City of London Corporation was responsible for promoting it and the location between the other two bridges was chosen because it was realised that the disused wharfage of the lower River Fleet from the Thames to what became Ludgate Circus would allow access into the north bank without unduly disrupting the neighbourhood; hence its name of New Bridge Street. The Fleet can be seen discharging into the Thames at its north side. By taking an access road from its southern landing to a junction with the routes created to simplify passage between those bridges to its east and west to the south it would also add to those improvements. This created the junction at St George's Circus between Westminster Bridge Road, Borough Road and the later named Blackfriars Road which crossed the largely open parish of Christchurch Surrey. The continuation to the south at the major junction at Elephant and Castle is therefore named London Road.