Bruntwood and Trafford add 750 homes to former Kellogg’s site

Working with Trafford Council, Bruntwood has revealed plans for a residential-led overhaul of the former Kellogg’s site in Old Trafford including up to 750 homes, a primary school, a 100-bedroom hotel and up to 200,000 sq ft of offices and education space.

The nine-acre site opposite Lancashire County Cricket Club’s Emirates Stadium 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.

Trafford Bruntwood LLP, a company formed this summer, is now looking to bring forward an outline application for the land surrounding the Kellogg’s Building.

Under the initial masterplan, being drawn up by Feilden Clegg Bradley Studios 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. Avison Young is advising on planning.

This represents 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.

This masterplan 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.

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

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.

Bruntwood and Trafford’s masterplan for the Kellogg’s site will include detailed proposals for access to the plot via Talbot Road.

A date has not yet been set for Trafford Bruntwood to submit a planning application; an Environmental Impact Assessment scoping document has already come forward.

The professional team on the EIA includes Avison Young, BWB, Brookdale Consulting, GIA, Curtins, RoC, GIA, Wilde Analysis, Enfusion, Purcell, and Randall Thorp.