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30Wembley Area Action Plan - Proposed Submission Version4 Urban Design & Place MakingStadium Comprehensive DevelopmentAreascale of planned regeneration it is more appropriateto analyse this area based on the development thathas already been permitted.landmark Civic Centre and a new public square,creating a new town centre identity, whilst east ofOlympic Way will have a more residential characterfocused around a newly created park.4.32 Much of the area is designated as aStrategic Cultural Area where leisure, tourism andcultural uses are particularly encouraged.4.33 Proposals for new development frontingOlympic Way should reflect the scale andproportions of existing and proposed buildings inorder to establish a formal character for thisprocessional route. Any development north ofFulton Road should seek to maintain a regular setback from the principal pedestrian route which hasalready been established by the existing buildinglines (Stadium Retail Park & Crescent House).Picture 4.18 Artist's impression of new public space tobe created to the north of the Civic CentrePicture 4.17 Stadium Comprehensive DevelopmentArea Locality4.29 Currently the townscape character of theComprehensive Development Area offers little inthe way of consistency. There are a range ofbuilding typologies that have no real relationshipto one another and the area currently lacks theappropriate quality for the setting of an internationalicon such as Wembley Stadium. The grade II listedEmpire Pool (Wembley Arena) is one of the mostsignificant historic buildings in Wembley. Given the4.30 The Quintain Stage 1 and NW Lands outlineplanning permissions will dramatically alter theoverall character and urban form of this locality intoa much more rigorously planned, dense urbantownscape, and a new Civic Centre will create avibrant civic heart to the north west of this locality.4.31 Olympic Way will become the principalorganising structure of the locality as a grand newpublic space and processional route for Stadiumcrowds. It will also serve to delineate areas ofslightly differing urban forms. To the west ofOlympic Way will be a new shopping street, a
Wembley Area Action Plan - Proposed Submission Version31Urban Design & Place Making 4Picture 4.19 Artist's Impression of Olympic Way
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