The Architecture Foundation has launched an open contest for a £17,000 makeover of Wembley Park Drive (WPD)
The competition – aimed at emerging practices and recent graduates – seeks ideas for a series of small-scale architectural interventions along the struggling northwest London high street (pictured).
Backed by Brent Council, Greater London Authority (GLA) and High Street Works – the project aims to draw new visitors to the shopping parade which has lost trade in recent years following the regeneration of the area surrounding Wembley Stadium.
Innovative proposals for new branding, signage and lighting are sought for six key sites along the thoroughfare.
According to the brief: ‘Wembley Park Drive is a fascinating location which has historically provided food and beverages to visitors to Wembley for events at the stadium, arena and Foundation Studios.
‘Since the London Designer Outlet opened in 2013, this trade has been directed straight down Olympic Way to a range of chain high street restaurants and bars drawing custom away from WPD’s independent shops and restaurants.’
The document continued: ‘The wider area is now undergoing a significant transformation with new residential developments.
‘To strengthen the position of the parade as a local shopping destination, the retailers from WPD will need to welcome new as well as existing residents in the area while attracting the new student community.’
Up to five shortlisted teams will each be invited to draw up an A2 board responding to the brief.
The winner – set to be announced in February – will receive £3,000 and see their scheme delivered by High Street Works and Jan Kattein Architects later this year. The remaining finalists will also receive a £250 honorarium.
Judges include Architecture Foundation director Ellis Woodman, Alison Mayer from the GLA’s regeneration team and Gabriel Warshafsky of Jan Kattein Architects.
The deadline for expressions of interest is 12noon on 25 January.
How to apply
Expressions of interest should be returned to email@example.com with the subject heading ‘Wembley Park Drive EOI’ followed by your practice name.