New homes snapshot – hundreds of new homes increasing Wembley’s profile

Posted 14 January 2016 by Keith Osborne

One of London's targeted Housing Zones is midway through a major transformation. thanks to high-quality new homes and modern infrastructure...

Wembley, in the London Borough of Brent, is synonymous with English football, but it is not just the modern Wembley Stadium which is transforming this long-neglected north-western corner of the capital – brand new homes and shops are also giving homeowners and investors fresh eyes on the area.

Ken Livingstone was Mayor of London when Wembley was earmarked for major regeneration in the London Plan of 2004, which targeted 11,500 new homes for the area between 2007 and 2026. A dozen years on, many hundreds of them have already been built, alongside the impressive London Designer Outlet, which has created a new shopping destination with appeal way beyond the local population.

The Wembley Area Action Plan, adopted by Brent Council in January 2015, identified 30 sites for possible development across the whole area by 2030, with design and density based on local characteristics. The provision of shops, schooling, leisure and other amenities form a large part of the overall plan.

In 2015, a grant from the Greater London Authority was provided to Wembley due to its designation as a Housing Zone, to help with the construction of several hundred new homes by 2021. Around 30% of these are to be ‘affordable homes’, provided in various tenures for people who can’t afford to buy on the open market.

Alto Apartments​Developer Quintain holds the majority of plots around the stadium, its masterplan involving the creation of some 5,000 new homes in all. Sales have been brisk at previous phases, not least because the retail and other infrastructure were already complete before offering people the chance to move there.

Paul Hogarth, head of residential sales and marketing for Quintain, says: “Construction is taking great shape at Wembley Park as we move into 2016.  Emerald Gardens is due to open its doors this spring so this is a fantastic time to secure a brand new apartment from just £398,000. 

“The next phase of development we launched was Alto Apartments. Incredibly, we are already 70% sold out despite having only launched the show apartments last autumn, which is very pleasing.  Construction is well underway and we are working to completions in 2017. 

“I believe the speed of sales at Wembley Park is helped by the fantastic transport links that we enjoy – the Jubilee, Metropolitan, Bakerloo and Overground lines are all on our doorstep.  We have London Designer Outlet, with an on-site cinema, along with over 70 high street shops, bars and restaurants on site too. The entertainment options of SSE Arena and iconic Wembley Stadium breathe further life into Wembley Park, making this a real London hotspot that should be on anyone’s shopping list if they are looking to buy in London.”

James Zamchick, of Savills Greater London development sales, says: “We are seeing people upgrading from other property in and around Wembley Park, perhaps wanting something slightly bigger, but definitely wanting to stay in the area. Buyers are realising there’s so much more to Wembley than the stadium – you can come home and everything you need is on your doorstep, there’s green space, entertainment and a real community.”

New homes for sale in Wembley now or coming soon:

Quintain’s latest phase for sale is the Pienna Apartments at Alto, set across a private residents’ water courtyard, with 24-hour concierge and gym. Priced from £450,000, the 133 one-, two- and three-bedroom properties will all be equipped with state-of-the-art appliances, with designer kitchens, bespoke bathrooms and generous living and storage space. The higher floors also have views over the iconic Wembley Stadium arch. (

National housebuilder Barratt (named WhatHouse? Sustainable Developer of the Year in November 2015) is also building very close to the stadium, just minutes from Wembley Park station. Wembley Park Gate will comprise 211 one-, two- and three-bedroom apartments, most of which will have a private balcony. Podium gardens, a concierge service and fitness suite will be available to residents. Prices start at £385,000.

Where Wembley neighbours Sudbury, near historic Barham Park, Countryside is soon launching a new phase at Parkside Place, with its collection of one-, two- and three-bedroom apartments and three-bedroom houses. Expect a high-quality specification when the marketing suite opens early this year.

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