Global sports and entertainment architecture firm Populous has been selected to investigate opportunities to transform London Stadium and its surrounding land into a year-round leisure and entertainment destination.
Located within Queen Elizabeth Olympic Park, the stadium was originally built for the London 2012 Olympic Games and is now home to EPL club, West Ham United.
As lead consultant, Populous will examine how the stadium and publicly owned land surrounding it could be developed into a mixed-use destination, incorporating hotels, hospitality, conference facilities and other leisure attractions. Plans could also include a secondary entertainment venue.
The appointment follows an initial feasibility study undertaken in 2024 and aims to identify opportunities that complement the stadium’s existing programme of sporting events, concerts and other major attractions.
Populous will develop a spatial strategy for the wider stadium campus, working with the London Borough of Newham to establish a coordinated planning vision. The commission also includes evaluating commercial viability, assessing potential development options and preparing proposals to attract investors and development partners.
Improvements to the surrounding public spaces will also be considered, including enhanced canal-side areas, better pedestrian connections to neighbouring communities and improved accessibility for visitors throughout the year.
Sustainability, climate resilience and inclusivity will underpin the proposals, alongside the need to maintain safe stadium operations across different event configurations.
The wider ambition is to increase visitor numbers beyond matchdays and concerts, generate additional commercial activity and create employment opportunities for local communities.
Any future development will also need to respect the Olympic Park’s heritage and existing transport infrastructure.
A London Stadium spokesperson says: “London Stadium is a successful, year-round, multi-use venue, enjoying a unique setting at the heart of the Queen Elizabeth Olympic Park. We have now appointed Populous to explore potential development and leisure opportunities that will further enhance this outstanding London destination.”
