Wembley Park has been home to three Olympics, the legendary world cup of 1966, Live Aid and seen a plethora of famous performances since its creation as a pleasure park in the 19th century.

It is a legend in its own lifetime. How should anyone go about regenerating and rebuilding this iconic site to cater for a very different 21st century world?

H:F were invited to join the team shortly after Quintain’s acquisition of what was then a run-down site with a stadium and Wembley arena at its heart. Everything else was up for grabs. Our first role was to identify global precedents for places such as this and to help the Quintain team to define their goal.

Ten years on, Wembley Park is a shining London neighbourhood with 10,000 private rented homes in construction, the LDO Outlet Centre, hotels, shops restaurants and cultural attractions. It has gone from neglected wasteland to being one of the most confident regeneration projects in Europe. Quintain’s team has had a creative ambition and an enquiring mind from the outset and this is manifest in the extraordinary place we are pleased to have been able to help to craft.

“H:F have provided strategic brand development advice including originating consumer research for our forthcoming London Designer Outlet centre and also to update the vision for the overall Wembley mixed-use development. The insight and advice, from David Fraser in particular, is highly valued and has been adopted as a framework for brand evolution. We are continuing to work with David to turn this vision into a reality.”

James Saunders, Chief Executive Officer, Quintain Estates & Development Plc