Time for residents and visitors, and especially young people, to be seen and heard over hotel plans for Wembley Park public space

 Proposed hotel development from the stadium steps side of Engineers Way

I had heard that Quintain had advertised their plans to build a new hotel in the Samovar Space/Market Square at the site so I popped down on a very chilly afternoon to see for myself.

I searched around Market Square and found nothing, then spied this,  in the distance on the edge of  the Samovar Space:

 

 

Close up it was a rather tatty notice with a QR code to Quintain's presentation:

 

 

 

And that was it - there were no other notices or indications of the plans that Quintain expect to submit to Brent Council planners in February or March. No wonder Wembley Park residents are protesting and launched a petition which so far has over 200 signatures. (SEE THE PETITION HERE).

 

I talked to the few people who had braved the cold (although more young people would be there after school) and despite sitting close to the notice while supervising their children had no idea about what was planned and were quite shocked to find out.

 

The Samovar Space is past its best as Quintain took down the Shell Performance Stage and other bits and pieces and the play area has not been repainted, but the potential for a space in the centre of Wembley Park can still be seen.  Only a much smaller area will be left if the hotel is built. All photographs were taken about 3pm this afternoon.

 

 

When the Samovar Space was installed great play was made of the involvement of young people inits design when their voices are often not heard in major developments.

 

Julian Tollast, Head of Masterplanning and Design, Quintain, welcoming an Award for the Samovar Project, said: 

It is a sad fact that young people are often overlooked when it comes to the built environment. With this in mind, we are extremely proud of the work we have done, and are continuing to do, via Seen & Heard to make Wembley Park and the wider area a more welcoming place for all. To succeed at these awards and represent not only the Borough of Brent but London as well was an honour for all involved.

In this case it  seems it is not just young people who are not being 'Seen and Heard' but Wembley Park residents and  visitors.

What a contrast to the optimism of just over 2 years ago as demonstrated by this video:

     

• Date of planning submission February/March 2026.

• Planning determination will take around 3 - 4 months and if approved construction will not commence until end of 2026 at the earliest.

• Construction likely to take 2 - 3 years.

• If you wish to make any comments or have any questions on these proposals, please  send them to :

Development@wembleypark.com

https://www.quintain.co.uk/site-services/nw04

 

 IF YOU AGREE WITH THE OBJECTORS SIGN THE PETITION HERE

 

Petition to Halt the Proposed Hotel Development at Samovar Space and Wembley Park Market Square (Plot NW04)

 

A Wembley Matters reader  in Wembley Park writes:

Quintain's 'pro-active' 'consultation' with the Wembley Park (and wider Wembley) community still seems limited to the couple of A5 posters they've put-up at random points around the development (they're really "blink and you'd miss them", it's almost like they're hoping no-one notices them!). No attempts what-so-ever at truly engaging directly with the community they profess to care so much about.

Now a petition has been launched against the hotel development on what is currently a lively open space - a break from the surrounding high rise where people can meet and childen play.

Yoga in the threatened Samovar Open Space  (Picture from wembleypark.com)

 

The Petition (SIGN HERE)

We grew up surrounded by the vibrant energy of Wembley Park Market Square, a place where families gather, children play, communities connect, and traditions flourish. This is not merely a physical space, it is the heartbeat of our local culture. People from all walks of life come together here, united by a rich tapestry of diverse stalls, warm interactions, and a deep sense of belonging. Sadly, this cherished community space is now under threat.

A proposal has been put forward and discussed with the council to construct a hotel on Olympic Way, directly opposite the Civic Centre, on the site of Wembley Park Market Square and Samovar Space without any meaningful consultation with local residents or their elected representatives. Residents should have been informed by email and a proper consultation should have been held for all neighbouring residents, rather than limiting consultation to only those living at Landsby East.

If approved, this development would have far reaching consequences for both residents and the environment, while permanently eliminating a valued open space that is central to our community life.

The construction of a hotel in this location would not only overshadow and diminish this much loved public space, but would also likely result in increased traffic congestion, noise pollution, environmental damage, and additional strain on already pressured local infrastructure. The character and charm of the neighbourhood could be irreversibly altered, depriving future generations of the cultural, social, and communal experiences that have long defined Wembley Park.

Beyond the environmental and infrastructural concerns, such a large scale development would significantly impact residents’ quality of life. Increased footfall from hotel guests could lead to overcrowding, parking difficulties, and the erosion of the peaceful atmosphere that the community currently enjoys.

We firmly believe that alternative locations exist which are far more suitable for a development of this nature, locations that do not require the sacrifice of an invaluable community space. We therefore urge Brent Council, Quintain, and all relevant stakeholders to reconsider this proposal and take meaningful action to ensure that Wembley Park retains its unique cultural identity and heritage.

Please stand with us in preserving the vibrancy and spirit of Wembley by opposing the proposed hotel development at Wembley Park Market Square and Samovar Space. Sign this petition to protect the heart of our community and help secure a future in which local culture and shared spaces are safeguarded for the benefit of all.

 

 

The Farmers' Market in Market Square - the hotel will overshadow the Civic Centre Library and replace much of the Square (picture from Wembley Park Com) 

 

Comments on the Petition site:

To Brent Council and Quintain, Wembley Park is being shaped by decisions that prioritise profit over people. Both Brent Council and Quintain should seriously consider the principles outlined in Thomas Heatherwick’s Humanise, which argues that buildings and neighbourhoods must be designed around human health and wellbeing — not maximum financial return. More buildings may generate revenue for developers, but the long-term impact on residents will be far greater. Increased strain on the NHS, social services, and housing support is inevitable when overcrowding and poor living conditions are normalised. These costs will be paid by the public, not by the developers who benefit today. What drives this approach is simple: greed. And it is telling that no one making these decisions would realistically choose to live at Wembley Park under the conditions being created for others. Development should serve the people who live there — not just the financial interests of a few. The right thing to do is to stop, reassess, and place human lives, health, and dignity ahead of profit. 

This square is one of the few genuinely shared community spaces we have - it’s where local markets run, kids play, and people actually spend time together. Building a hotel here would permanently take that away. On a practical level, the area already struggles with infrastructure: the local Sainsbury’s regularly has long queues and stock shortages, and transport and foot traffic are already stretched, especially when concerts or events finish. Adding a hotel would significantly increase congestion, confusion for visitors, delivery traffic, waste, noise, and pressure on services that clearly aren’t equipped to handle it. With limited open space, crowd flow would become a real safety concern during busy periods. This development doesn’t improve the area - it removes a vital community space and creates ongoing problems for residents, families, and local businesses. The construction period alone would last years, bringing constant noise, dust, visual blight, and disruption that would make events difficult or impossible to run and harm local traders. Environmentally, losing open space will worsen air quality, increase noise and light pollution, and contribute to urban overheating and drainage issues. The area already lacks the infrastructure to support additional pressure, and increased traffic, deliveries, and visitor congestion would create ongoing safety and accessibility problems. This proposal prioritises developer profit over long-term community wellbeing and the character of the area.

I previously challenged the relationship between the construction and hotel industries whilst working in the Far East. Now, back in my own country, I see the same murky processes taking place. The apparent lack of consultation in this case with the local community is truly disturbing and it is essential that we challenge this at an early stage in the proceedings by demanding the necessary and promised levels of transparency before any decision is made. Please sign the petition at your earliest convenience

Note: I understand that the well-used Children's Playground opposite the entrance to the London Designer Outlet from the Boulevard is also subject to development in the future.

 

 

Two years ago a video explained how young people created the meanwhile Samovar Space at Wembley Park - soon to be redeveloped

 

Quintain statement on the future of Samovar Space at the foot of the Stadium Steps - hotel or offices planned plus creation of two new public spaces

 

 The current layout - the removed Soundshell in the foreground

 

Quintain have replied this afternoon to my request for information regarding the future of the Samovar Space at the foot of the Wembley Stadium steps. Apparently my earier communication to them went astray.

 

Over the last couple of weeks we have been in contact with Brent Councillors, Planning team, Landsby Residents and our Resident's Team at Quintain Living relating to Plot NW04 and the existing meanwhile uses of Market Square and Samovar Space clarifying the following:

 

To the Landsby Resident's Team:

Together with Brent Council we have a vision for the transformation of Wembley Park that will be delivered in phases. The later plots to be developed have been enlivened in the interim as 'meanwhile uses' with Brent Council's full support. The Samovar Space is a brilliant example of this. Designed with input from local young people and enjoyed by many. 

 

The removal of the soundshell does not signify the closure of any part of Market Square or Samovar Space that will remain for at least the next 12 months. The Soundshell was moved to due to the need to undergo significant repairs and to allow space for upcoming Coldplay concert activations.

 

The 'NW04' site next to Landsby was granted outline planning approval in 2011 and was revised in 2018, and has formed one of our meanwhile plots for development later in the masterplan. 

 

To Brent Council:

 

Samovar Space and Market Square form part of plot NW04 in the Wembley Masterplan.  They are both meantime (temporary) uses of the plot until the building development is brought forward.  Market Square and “Wembley Splay” were primarily built to facilitate a more direct pedestrian connection between Olympic Way and Wembley Park Boulevard around the old Pedway.  Samovar Space was part of a project co-curated with young people in Brent.

 

NW04 has outline planning approval for either a Hotel or Office use and the form and position of the building on the site were approved in 2018*.

 

Designs are currently being prepared by Quintain for a Hotel on the site and it is intended that the Reserved Matters Application (RMA) will be submitted in early 2026.  Engagement with residents and other stakeholders will take place as part of the process before the application is submitted.

 

Recent “construction” activity on site has been related to the various site surveys – topographical, ground investigation etc – that are necessary to inform the design.

 

There have also been quite a few event activities on the site, sometimes related to the various concerts and other events happening in the stadium this summer.

 

It is important to note that The Soundshell, which formed an integral part of Samovar Space, was removed due to the need to undergo significant repairs and to allow space for the upcoming Coldplay concert activations. The removal of the soundshell does not signify the closure of any part of Market Square or Samovar Space which will remain for at least the next calendar year.

 

The approved parameter plans for the NW04 site allow for the creation of two new public spaces.  A combined space that fulfils the functions of Market Square and Samovar Space is created – effectively rotating the space through 90 degrees to sit along the Engineers Way frontage, linking Olympic Way to the Civic Centre and Wembley Park Boulevard.  A second space is created as a “pocket space” that will sit as a terraced area roughly where Wembley Splay is located at present.

 

The Cherry Trees in the southern part of Market Square will be retained and reconfigured as part of the design.  The various elements within Samovar Space were designed to be relocated and we will be reusing the structures where possible or donating them to local community groups, charities etc where this isn't feasible?

 

The overall construction process will be described in the construction method statement.  There will be further liaison over the construction arrangements as has been the case for all of the plots constructed at Wembley Park.

*Planning reference 2018/0968 LINK

Former Palace of Arts and Industry, Engineers Way, Wembley, HA9
Proposal	Minor Material Amendment to vary Condition 4 (Approved Drawings) of planning permission reference 14/3054 (dated 21 October 2014) for an outline application for the demolition of existing buildings and redevelopment of the site to provide up to 160,000sqm of mixed use floorspace. (See previous application record for full description of development). The minor material changes sought are to create a new south facing public square fronting Engineers Way, to increase the height of the previously approved main building from 88.5m to 100m AOD, the reduction of the length of the previously approved block plan, changes to the massing of the previously approved building form, the creation of a collonaded single storey pavillion building along Olympic Way, increased basement level, and the provision of pedestrian and public realm improvements, and a bridge link to Brent Civic Centre.
Status	Approved.

 Images from that application:

 

The alternatives from an early PowerPoint presentation:

 

 

Wembley Park residents encounter wall of silence over plans for the Samovar Space following sound shell removal and surveyor activity

 

Wembley Park visitors and residents of Wembley Park will be familiar with the Samovar Open Space with its concert shell and play area at the foor of the stadium steps. This is what Brent Council wrote about it:

Seen & Heard and the Apprenticeship gave young people aged 16-24 a voice in the design and management of their local public spaces at Wembley Park.The outcome includes Samovar Space, a purpose-built area at the foot of the Olympic Steps and Wembley Stadium, designed for and by young people as part of the Apprenticeship in City Design.

Samovar Space is an inclusive space designed for and by young. The aim was to design a place to ‘just be’. It features dining, shelter and collaborative areas, including a purpose-built platform that will play host to events for young people throughout the year.

The engagement with young people sustained over four years and sees young adults aged 16-24, who are often overlooked by conventional development and planning, working with architects and developers to co-create spaces and places that are welcoming for them. 

 This is the space now following removal of the concert shell;

 

Now Wembley Park residents are protesting that they have neither been seen nor heard over potential redevelopment of the site butare suspicious after seeing surveying work in progress:

It seems as though Quintain have decided that they are going to exercise their old planning permission for the NW04 site right next to Wembley Library, which will result in the destruction of the Market Square and Samovar Space community spaces.

The sound shell bandstand was removed from the Samovar Space, ironically during the night after Wembley Park’s recent Coldplay community event, held in the sound shell. Wembley Park and Quintain celebrated the event and the community space on social media that evening, though didn’t mention in those posts that right after the event they were dismantling the sound shell.

They aren’t being open with the local community or with existing or new renters in their Landsby East building (which is directly next to the construction) as to what their plans are, or that a major construction site will be appearing next door.

The planning permission was granted many years ago, before there was anything in the area, but now there is a significant local population with large residential buildings all-around, plus the space between Wembley Library and Olympic Way has become a vibrant and much used community space that is also useful for Wembley Stadium events (the old Silver Car Park space is often used for merch areas or fan zones).

It sounds as though they are planning to construct a mixed-use office or hotel in the space, with a small and uninspiring paved square as a concession to Brent Council. This in no way replaces the trees in Market Square or the multifunctional space that exists currently.

It’s hugely disappointing that local residents are a) not being given any sort of consultation opportunity and b) Quintain are not being transparent and pro-active about informing the community of what is going on.

 A resident spotted the sound shell dumped in the nearby Union Park:

 The public space was the result of Brent Council reaching an agreement with Quintain not to build on NW04 in order to provide a public space beside the Civic Centre. This was part  of the £17.8m CIL money that Brent Council paid Quintain for Olympic Way improvements, including the demolition of the pedway and installation of the stadium steps.

 

 The NW04 site in context

Extract from Cabinet Report 24th July 2017:

Cabinet approve a contribution of up to £17.8 million towards the delivery of the Olympic Way Zones B and C.

2.2 That such a contribution would be contingent on Quintain:

a) Not pursuing development of site NW04 adjacent to the Civic Centre to the extent currently permitted in the parameters plans associated with outline planning permission 10/3032

b) Working with the Council to deliver a development that better complements the role and setting of the Civic Centre, in particular creating a significant new square outside the Civic Centre Library

c) Agreeing a business plan and heads of terms, between Quintain and the council, for the future sharing and reinvestment of net income generated through assets on Olympic Way.

 Apart from the Samovar Open Space, trees and the orange seating area the space outside the Civic Centre has also been used for market stalls:

 Interestingly what appeared to be future plans for the space appeared on the website of Flanagan Lawrence, leading Wembley Park architects,   https://www.flanaganlawrence.com/nw04   but the page was taken down, perhaps as a result of residents asking questions.

I am still waiting for answers to my enquiries of a week ago about future use of the site from Quintain and Brent Planning and have tried again today. Residents also report a wall of silence:

Several residents have shared that they've since also reached-out to Brent Council (the two Wembley Park Councillors and also Cllr. Butt) and have equally had radio silence. One said they asked Wembley Park's event manager, who also evaded answering the question. 

 

Another said they had reached-out to Quintain Living's head of operations for clarity seeing as they had just signed a 12 month contract in the Landsby East building and no-one mentioned anything about future construction work, again, radio silence.

 

It seems as though they are trying to do 'something' with the site, but for whatever reason do not want the community to know any details...

 

 

 

 

Brent youngsters' design project wins major award

 Edited Press Release

Seen & Heard and its legacy project the Apprenticeship in City Design, a collaboration between the London School of Economic (LSE), Wembley Park developers, Quintain, and the London Borough of Brent, has won the ‘Young people co-creating public spaces’ award at the annual Eurocities Awards.

 

The annual Eurocities Awards recognise cities’ outstanding achievements in improving quality of life for local people, addressing Europe’s challenges at every level.

 

Seen & Heard and the Apprenticeship gave young people aged 16-24 a voice in the design and management of their local public spaces at Wembley Park.The outcome includes Samovar Space, a purpose-built area at the foot of the Olympic Steps and Wembley Stadium, designed for and by young people as part of the Apprenticeship in City Design.

 

The young people in Samovar Space

 

Samovar Space is an inclusive space designed for and by young. The aim was to design a place to ‘just be’. It features dining, shelter and collaborative areas, including a purpose-built platform that will play host to events for young people throughout the year.

 

The engagement with young people sustained over four years and sees young adults aged 16-24, who are often overlooked by conventional development and planning, working with architects and developers to co-create spaces and places that are welcoming for them. 

 

Ricky Burdett, Director, LSE Cities, said:  

It’s rare that the Mayor, a local authority, a developer, a university and a youth group get together to develop a long-term project to engage young people in shaping their environment and to raise the level of understanding of what it means to design and make a public space that really works. This initiative has set new standards for public realm in London. The LSE has been delighted to be involved.

 

Quintain funded the project as part of Brent’s year as the Mayor of London’s Borough of Culture 2020, including six paid opportunities to learn through practice at the LSE. Participants worked with experts on processes and policies for the management of public spaces and are also worked on real-life examples of truly inclusive spaces across Wembley Park. The first of these, Samovar Space, was completed last year, with another, White Horse Square, due to open in 2024.

 

Julian Tollast, Head of Masterplanning and Design, Quintain, added:

 

It is a sad fact that young people are often overlooked when it comes to the built environment. With this in mind, we are extremely proud of the work we have done, and are continuing to do, via Seen & Heard to make Wembley Park and the wider area a more welcoming place for all. To succeed at these awards and represent not only the Borough of Brent but London as well was an honour for all involved.

 

Seen & Heard competed against projects from across Europe for the prize category, including the Overlooked exhibition at Leeds City Museum and Hej! an open and inclusive youth space co-create in Lublin, Poland.

 

About Seen & Heard

Seen and Heard was a Brent 2020, London Borough of Culture project commissioned by Metroland Cultures, delivered by The Blueprint Collective