Bruntwood and Trafford advance plans for Kellogg’s site

Trafford Council and Bruntwood will showcase proposals to bring a leisure centre, up to 750 homes, a hotel, and 200,000 sq ft of offices to the nine-acre site opposite Lancashire County Cricket Club’s Emirates Stadium.

The nine-acre site opposite the cricket ground includes the existing Kellogg’s Building, which is currently being converted into the home of UA92, a higher education institution supported by Bruntwood and ex-footballer Gary Neville.

Under the initial masterplan, being drawn up by Feilden Clegg Bradley Studios, Avison Young, and Planit-IE, the partnership will submit an application for up to 200,000 sq ft of offices and education space; 750 residential units; a primary school of up to 75,000 sq ft; a 48,000 sq ft local centre; an hotel with 100 bedrooms; and a 6,500 sq ft energy centre, along with public open space.

The developer and the council are set to develop the site via a company set up this summer, Trafford Bruntwood LLP, and are inviting public views on the masterplan ahead of submitting an outline planning application.

A public consultation is due to take place at Trafford Town Hall on 7 November, running between 3pm and 7pm.

The latest plans for the site were revealed in September after the partners submitted an EIA, as first reported by Place North West.

Leader of Trafford Council, Cllr Andrew Western, said: “The plan presents a fantastic opportunity to provide much-needed housing, further develop local amenities, improve community use of the area and completely transform our public spaces. The plans aims to create a fantastic place for those who live and work here, so please take the time to tell us what you want: your views are vital in shaping this project.”

Andrew Cooke, regional director for Bruntwood Works said: “We’re pleased to be bringing forward this exciting vision for a vibrant mixed-use development, which will sit at the heart of the Trafford Civic Quarter community.

“The next phase of development will provide the facilities and amenities to anchor and support the sustainable long-term growth of the area – providing high-quality housing and education, alongside an attractive retail and leisure proposition, which will bring people to the area and enable local businesses to attract and retain first-class talent. We look forward to engaging local community and working with them to shape the plans for this development.”

FCB Kelloggs 2

The latest plans represent a departure from a previous masterplan put forward for the same site; this came forward in September 2017 after the council announced it had bought the plot for £12m.

Bruntwood and Trafford’s fresh plans put much more emphasis on the residential element, adding nearly 600 homes to the original masterplan.

The original outline for the site included 160,000 sq ft of offices and education space across four blocks, one of which would link to the Kellogg’s Building, as well as sports pitches, an hotel with 184 bedrooms, and 154 apartments.

The area also falls under Trafford’s wider Civic Quarter masterplan, which was this year extended to take in additional sites including Greater Manchester Police’s data centre off Boyer Street, the Club 300 Bingo, and Audi workshop opposite Trafford Bar Metrolink stop. This masterplan also includes a civic square which will focus on the junction between Talbot Road, Brian Statham Way, and Warwick Road.

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