Abstract. The relevance of the development of Simferopolskaya Street in the city of Yevpatoria, Republic of Crimea, is due to the increased need to improve the quality of the coastal urban environment. Recently, the western part of the Crimean coast has been gaining increasing interest among tourists. One of the most popular tourist cities is Evpatoria. The main architectural and urban planning problems of the coastal zone in the area of the street have been identified. Simferopolskaya: obsolescence of low-rise residential buildings, unattractive aesthetic appearance of the facades of buildings and structures, lack of an embankment and comfortable landscaping of the territory. Currently, in the improvement of the territory under consideration, there is no single architectural style - a harmonious appearance of the street. The work analyzes theoretical and practical materials related to the object of research, and analyzes world analogues. Scientific principles and practical recommendations for the reconstruction of Simferopolskaya Street with the adjacent seaside area - the embankment and the beach - are proposed. To test the research results, an experimental design model was developed.
 Subject: Reconstruction of the territory within the boundaries of Simferopolskaya Street in the city of Evpatoria, landscaping.
 Materials and methods: During the study, an analysis of projects of world analogues was used. To identify the historical pattern of development of the territory, a comparative analysis of coastal territories of the Soviet period and at present is used. In the process of selecting materials on the topic of publication and analysis of the urban planning situation, the following methods were used: deduction, theoretical analysis and synthesis, the method of analogy, field surveys, photographic recording, critical and urban planning analysis, experimental design.
 Results: To increase the duration of the holiday season and increase the attractiveness of the study area, the main indicators have been identified: the formation of an identifying architectural image of the coastal strip of Simferopolskaya Street in the city of Evpatoria, attracting investors to implement projects, expanding the scope of services provided to tourists.
 It is proposed to apply the developed scientific principles for the development of the street and adjacent coastal areas:
 - the principle of integrity of the structure of space;
 - ecological principle;
 - principle of investment attractiveness;
 - the principle of increasing positive factors in the use and development of existing building functions and territory;
 - the principle of preservation and renewal;
 - the principle of continuity;
 - the principle of architectural and artistic expressiveness and functional diversity.
 The formation and transformation of urban public recreational zones of coastal areas must have a well-thought-out strategy for the systematic, phased implementation of work on the construction of facilities and improvement of coastal areas. To comply with the above principles, it is necessary to develop a strategy or concept for the development of the territory and adhere to it when reconstructing the territory.
 Conclusions: Based on the results of the analysis of global and domestic design and reconstruction of embankments, current trends in the formation of urban recreational zones of coastal territories were identified, which should also be applied to the city of Evpatoria:
 1) development of pedestrian traffic infrastructure through the development of the coastal strip as a system of pedestrian spaces in contact with the shoreline of water bodies;
 2) the maximum possible distance of water bodies from intense traffic flows, giving preference to pedestrian spaces;
 3) improvement of the green zone as an infrastructure of coastal areas, by forming an integral, continuous strip or islands of greenery;
 4) the formation within the boundaries of coastal territories of a multifunctional system that unites recreational areas and public spaces, the interaction of pedestrian, green, and water infrastructures as a single whole;
 5) development of coastal areas as complex objects of urban culture.
 The practical application of the developed principles and recommendations embedded in the experimental design model - the concept of reconstruction of the seaside street of Simferopol in the city of Yevpatoria will contribute to the qualitative development of the urban environment.