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Introduction

In 2021, Hollybrook acquired Neasden Goods Yard, a 4.75-acre site strategically located next to Neasden Station. The proposed development includes 1,151 homes, 640 student rooms, 110,000 sq. ft of industrial space, significant retail areas, a central garden, a pocket park, and children's playgrounds. With five towers ranging from 30 to 51 stories, the scheme represents a transformative opportunity for the area.
The project aligns with strategic transport goals, working closely with TfL to facilitate future redevelopment of Neasden Tube Station and safeguarding land for the anticipated West London Orbital Station, ensuring long-term connectivity and growth.

Challenges

Neasden Goods Yard poses unique challenges as a major high-density development in an area not typically characterised by tall towers. The ambitious scale, with five towers of up to 51 stories, required careful navigation of local sensitivities, including alignment with Brent Council, the GLA, and community stakeholders.

Securing consensus on the scheme’s significant height and density while balancing industrial, residential, and public space demands was a complex process. Additionally, integrating the project with TfL’s redevelopment plans and safeguarding land for future transport infrastructure added layers of logistical and design complexity.

The public consultation process also required a clear vision and engagement strategy to address concerns, generate excitement, and build community trust. Through Cityscape’s innovative tools, including VR presentations and dynamic 3D modelling, these challenges were transformed into opportunities for collaboration and progress.

Solutions

Cityscape Digital partnered with Holybrook Homes to deliver an innovative, technology-driven solution for the Neasden Goods Yard project. Leveraging our Catalyst platform, we supported seven pre-application meetings with Brent Council and the GLA, where Virtual Reality (VR) enabled faster, more informed decision-making.

Catalyst was integral to design reviews with the architect’s team, allowing collaborative exploration and refinement of the scheme in a dynamic 3D environment. VR also became a powerful presentation tool, helping Brent’s Design Officers and the Leader of the Council visualise the project’s potential and reach consensus more effectively.

For public consultations, VR was used to communicate the development’s vision and create excitement among local residents. Catalyst’s immersive approach fostered understanding and built community trust.

By placing Catalyst at the heart of the process, Cityscape accelerated decision-making, ensured alignment across stakeholders, and inspired confidence in this transformative development.

Results

Cityscape Digital’s innovative approach at Neasden Goods Yard delivered exceptional results for Holybrook Homes. Through the use of Catalyst and Virtual Reality (VR), the project achieved permitting consent following seven pre-application meetings with Brent Council and the GLA. VR’s immersive capabilities helped secure alignment among stakeholders and generate strong support during public consultations.

One significant success was the approval of an additional five floors on one of the towers, signed off directly within Cityscape’s office. The use of VR in design reviews and presentations to Brent’s Design Officers and the Leader of the Council was instrumental in communicating the vision and securing critical buy-in.

Cityscape’s focus on technology-driven collaboration accelerated decision-making, reduced uncertainty, and ensured a seamless transition from planning to approval. The results showcase how Catalyst fosters consensus, enhances creativity, and drives impactful outcomes for complex developments.

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