The Richard Rogers Partnership has submitted these plans for the £1 billion regeneration of the area surrounding Foster and Partners' new Wembley Stadium.
The proposals - which were drawn up for the developer behind the regeneration of the Greenwich Peninsula, Quintain Estates - aim to create up to 7,000 new jobs and house 8,500 new residents.
The scheme's brief, prepared by Brent council, demands both the creation of a 'suitable setting for the new national stadium' and an 'alteration of the perception of the area and its community'.
Rogers responded by putting a focus on the public realm, creating a pedestrian route through the site as wide as Regent Street and a new public square larger than London's Leicester Square. It has also focussed commercial and retail units on the ground floors, allowing residential developments to be situated away from football crowds.
Quintain director Nick Shattock added that the site's management also hopes to encourage 'arts, music, sports and community events and activities all-year-round on the site'.
'We want to transform Wembley, ' he said. 'Not only will there be a great setting for the new stadium, but we will also change perceptions of the area for local residents, with a new experience for visitors to the new stadium and Wembley Arena.
'With a mix of new uses and delivering new homes on brownfield land, we are matching Brent's vision and meeting the expectations of the London Plan, ' he added.
The scheme has won the support of Brent council, the Greater London Authority and the London Development Agency.