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34Wembley Area Action Plan - Proposed Submission Version4 Urban Design & Place MakingWembley Industrial EstatePicture 4.26 Wembley Industrial Estates Locality4.41 The Wembley Industrial Estate has animportant regional and local function, offering aStrategic Employment Location for London andproviding valuable jobs for the existing and futureresidents of Brent. It is the eastern gateway to theAAP area and the primary vehicular access to theStadium.4.42 The buildings range in typology and scale,including large scale retail units near the NorthCircular Road, but are predominantly large footprintindustrial units. The public realm is traffic dominatedwith an extremely poor pedestrian experience.Brent River Park runs through the area but isdifficult to find and is thus under utilised as avaluable resource for the area.Picture 4.27 View of Stadium from the WembleyIndustrial Estate4.43 Due to its designation as a StrategicIndustrial Location much of the area will remain inemployment uses. The council will seekimprovements to the overall quality of developmentwith more efficient use of plots enabling higheremployment densities and buildings that addressthe streets more appropriately.4.44 As one of the key entrance points to thearea the council will seek significant enhancementsto the public realm, primarily through incorporationof soft landscaping and tree planting. Anyopportunity to enhance the visibility of the BrentRiver Park through creation of better connectionsand safe, legible access will be supported.Picture 4.28 Artist's Impression of Wembley IndustrialEstates
Wembley Area Action Plan - Proposed Submission Version35Urban Design & Place Making 4Character & Urban Form4.45 Across the AAP area there are a variety ofdifferent urban conditions that have evolved as anumber of distinctive localities. Although in closephysical proximity, currently the areas arefunctionally disconnected from one another and,other than the Stadium, there is nothing whichdefines Wembley as a whole. Policies elsewherein this Plan, such as Gateways, Public Realm andtransport will help address this.4.46 The vast amount of development alreadyundertaken or given permission in Wembley is ofa similar large scale and typology(larger blocks ofpredominantly 1 & 2 bed flats). The area near theStadium is being transformed into a high densityurban destination, with taller buildings and a mix ofuses. Other areas, such as the Strategic IndustrialLocation, will not experience such significantchange during the Plan period. Wembley towncentre will provide both continuity, by maintainingits role and function as a Major Centre, andcontribute to a new local character, for examplealong the new pedestrian and cycle priority route.If Wembley is to genuinely become an attractiveand sustainable mixed-use district of London it isvital that it can offer residents and visitors a rangeof facilities, attractions and accommodation in avariety of urban settings.WEM 1Character and Urban FormDevelopment within each Wembley characterarea should seek to reinforce andemphasisehave regard to the broaddevelopment principles set out above fordistinctive character of each locality throughwell considered building and public realmdesign.Development should seek and exploitopportunities to whilst strengthen ing theconnections between each of the areas.The council will require planning applicationsfor development affecting buildings of historicor architectural merit to demonstrate howproposals will conserve their significance andsetting.A Legible Wembley GatewaysPicture 4.29 An example of clear signage in the AAParea4.47 Gateways increase legibility in an area byproviding a recognisable point of entry. Wembleyattracts many first-time visitors and it is importantto create a comprehensible area for those arrivingby public transport, foot, bicycle and road. Theprinciple gateways into Wembley are shown onMap 4.3; these are Wembley Central Station,Wembley Stadium station, Wembley Park Stationand the entry to the industrial estate from the NorthCircular Road. The junction at Engineers Way andOlympic Way is also an important node in terms oflegibility. Architecture and public realm designshould reinforce the role of these gateways andnodes as important elements of the urbanexperience. New development should contributeto a sense of arrival and legibility of the area.
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