Populous to explore vision for land around London Stadium

Article posted by Coliseum, October 8^th, 2026

Image: Coliseum GSVA

London Stadium has appointed Populous to explore development and leisure opportunities on land surrounding London Stadium at the heart of Queen Elizabeth Olympic Park.

Populous will act as Lead Consultant on a commission that will examine how the stadium and the wider campus could evolve into a leisure-led, mixed-use destination that complements London Stadium’s successful programme of sport, music and major events.

The work will focus on improving the visitor experience, attracting more people throughout the year and creating sustainable long-term value from the publicly owned site.

Populous will lead a multidisciplinary design team to develop a spatial strategy for London Stadium and help shape a shared planning vision with the London Borough of Newham.

The 68,013-capacity London Stadium is a multipurpose outdoor stadium at the Queen Elizabeth Olympic Park in the Stratford district of London (UK). It is located in the Lower Lea Valley six miles East of Central London. It is the home of the Premier League’s West Ham United.

Populous is an international architecture and design firm specializing in sports and entertainment venues. Its portfolio includes the Estádio da Luz for Benfica, Tottenham Hotspur Stadium, and Wembley Stadium in the United Kingdom, the Grand Stade de Casablanca in Morocco, set to become the largest football stadium in the world, and Kai Tak Sports Park in Hong Kong.

The Populous-led team will work closely with the venue and its separately appointed commercial advisers to test the emerging business case, assess deliverability and prepare material for engagement with potential development partners, investors and operators.

Building on feasibility work completed in 2024, the study will consider a range of complementary uses. These may include leisure and entertainment experiences, hospitality, hotels, conferencing, food and beverage, and a potential secondary venue, alongside other uses where they support a viable and coherent plan.

The proposals will also consider public realm and landscape improvements across the wider island, including its canal side setting, movement and connections with the surrounding Park and emerging neighbourhoods.

The work will be guided by clear principles for sustainability, climate resilience and inclusion, while protecting the Stadium’s ability to operate safely and efficiently in different event configurations.

A London Stadium spokesperson said, “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.”

Declan Sharkey, Global Director and Senior Principal at Populous, said, “London Stadium has a rare combination of a globally recognised venue, excellent transport connections and a distinctive setting within Queen Elizabeth Olympic Park.

“Our work will explore how new leisure, hospitality and public realm uses could make better use of the surrounding land, strengthen connections with the Park and create a destination that works on event days and throughout the year.

“As Lead Consultant, we will bring together the design, operational, commercial and planning requirements to shape a clear and deliverable vision for London Stadium and the communities it serves.”

Continue following Coliseum for the latest updates on sports venues, stadiums and arena business news worldwide.

Coliseum is dedicated to building a global community of sports and entertainment venue professionals helping create better and more profitable venues.

Become a member of the Global Sports Venue Alliance and connect with stadiums, arenas and industry experts from around the world. Apply for membership through the Global Sports Venue Alliance and access the 365Coliseum Business platform.