Property developers in London have unveiled proposals to construct a new hotel on a key plot of land directly at the base of the iconic Wembley Stadium steps.
From Temporary Market to Permanent Hotel
The site, currently operating as a 'meanwhile' space featuring Market Square and the Samovar Space children's soft play area since 2022, is set for a major transformation. The development firm, Quitain, has confirmed it will submit a formal planning application to Brent Council early next year.
The company had to wait for the completion of the new Olympic Steps leading to the national stadium before advancing with its proposals. The plot, situated at the bottom of these steps and next to the Brent Council Civic Centre, already had outline planning permission for either a hotel or office building under the 2011 Masterplan.
Design and Public Space Enhancements
New computer-generated images reveal a hotel with an entrance and lobby opening directly onto Samovar Square, with ground-floor units designated for retail or restaurants facing Olympic Way. According to the developers, Samovar Square will be "combined into a space" for public use and events, with modifications to the pedestrian link to Wembley Park Boulevard.
The public square is designed to be a versatile area, capable of hosting an array of activities including market stalls, an outdoor cinema, and a festival stage. In a move to preserve the current character, the cherry trees from the existing Market Square will be retained and reconfigured within the new public space layout.
Funding, Scale, and Next Steps
Brent Council’s Cabinet had previously approved a £12.1 million contribution towards area improvements. This funding was conditional on Quitain not pursuing a development that matched the full parameters of the original outline permission and on collaborating with the council to create a new square outside the Civic Centre Library.
In line with this, Quitain has stated the new hotel will not be built to the full height and scale allowed in the original plans. Furthermore, the company has decided against constructing a smaller pavilion building and canopy next to Engineers Way, a move that will enable the delivery of a larger public square for the community.
Quitain has committed to engaging with residents and stakeholders before the formal application is submitted, which is anticipated to happen in February or March 2025. Should the plans receive approval, developers expect to break ground at the earliest by the end of 2026, with the construction phase likely to take between two and three years to complete.
