Lambeth Council has promised developers "a very flexible approach" when they present their proposals to invest in the borough.
The SE1 website has obtained a recording of the remarks by Sandra Roebuck, Lambeth Council's assistant director for neighbourhoods and investment, at a MIPIM panel discussion on Tuesday.
"We're looking for like-minded partners who have the same values," Ms Roebuck told developers.
"We understand the need to make return on investment. We understand that very much."
She added: "We want people who understand that growth is for new incomers to the borough but also for existing residents."
Ms Roebuck highlighted a number of developments in Waterloo and the South Bank, including Southbank Place, Elizabeth House, the proposed BFI film centre and the forthcoming Waterloo City Hub scheme to convert the roundabout surrounding the IMAX cinema into a pedestrian peninsula.
Controversially, Ms Roebuck invited her audience to come and discuss the council's six contentious estate regeneration schemes such as Central Hill, Cressingham Gardens and Knight's Walk.
To coincide with the officers' trip to MIPIM, the council has launched an inward investment website called Lambeth Now under the slogan Now's the Time.
Lambeth also now has a new magazine – sponsored by developers – to promote regeneration and investment.
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