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20Wembley Area Action Plan - Proposed Submission Version4 Urban Design & Place MakingStrategic Policy4.1 The London Plan section on London's LivingSpaces and Places provides the strategic contextfor urban design and place making in Wembley.Policies 7.1 to 7.8, dealing with matters such asbuilding communities, design, local character, publicrealm, architecture, the location and design of tallbuildings and heritage assets, are particularlypertinent. For example, policy 7.7 states that talland large buildings should be part of a plan-ledapproach to changing or developing an area by theidentification of appropriate, sensitive andinappropriate locations.4.2 Brent's Core Strategy also includes policieswhich deal with urban design, place making andthe public realm. Policy CP5 states that inconsidering major development proposals, regardshall be had to the contribution towards the creationof a distinctive place with a positive sense of identitywhich is well connected and accessible.Consideration should also be given to the heritageof the area and the means of introducing continuitythrough urban design measures should beinvestigated as well as the possibility of reusingand restoring buildings of merit.Picture 4.1 Wembley Arena is an example of ahistoric building that has been successfullyrevitalised4.3 Policy CP6 deals with density and tallbuildings and states that where design is of thehighest or exemplary standard, higher densities willbe considered. Higher densities may be acceptablewhere PTAL levels would be raised as a result ofdevelopment or through committed transportimprovements. Sites should contribute towardswider public realm improvements commensuratewith the scale of development and development ingrowth areas should take into account the suburbaninterface. Tall buildings are acceptable in theWembley Growth Area.Picture 4.2 Central Square Development4.4 Policy CP7 states that Wembley will drive theeconomic regeneration of Brent and that it willbecome a high quality, urban, connected andsustainable city quarter. Wembley town centre willbe extended eastwards.4.5 Given that Wembley is an area wheresuburban residential development interfaces witha much more urban character of development it is
Wembley Area Action Plan - Proposed Submission Version21Urban Design & Place Making 4important to consider Policy CP17 which states thatthe suburban character of Brent will be protectedfrom inappropriate development.Policy Context Local CharacterPicture 4.3 Plan of British Empire Exhibition4.6 Wembley has a tradition of masterplanningand design. The 1924 Empire Exhibition layoutintroduced a strong formal character to the area.A broad avenue was established on a north-southaxis from Wembley Park Railway Station to theEmpire Stadium. Cutting across this route was alarge rectangular lake and garden/park running inan east-west axis.4.7 The Empire Exhibition closed in 1925 andsubsequent development has slowly moved awayfrom the Exhibition layout. The historic east-westgrain is still in evidence, particularly alongEngineers Way and Fulton Road but the park hasbeen lost and the formal ceremonial route to theStadium – Olympic Way – has no sense ofenclosure.4.8 Although there have been many significantimprovements in the Wembley area over recentyears, the general pattern of development over thelast 80 years has removed any clear sense of urbanform across the area. The Stadium area is currentlyfunctionally disconnected from the High Road andsurrounding residential development by two railwaylines at the north and south that converge in theeast.4.9 The Wembley Industrial Estate, located tothe east of the Stadium, consists of a number ofsmaller industrial estates of differing ages andforms. The dominance of heavy industrial uses andthe presence of ‘bad neighbour’ activities meansthat the area has never been well integrated withthe residential, retail and leisure uses that surroundit. The area has a poor quality environment withmany underused sites and premises that turn theirback on the Stadium.Picture 4.4 Wembley Stadium & Industrial Estate
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