Located in the London Borough of Brent, the proposed site consists of two separate plots.

The site to the south of Fifth Way is currently occupied by a waste management company. A number of low-rise industrial buildings cover approximately half the area, with the rest being used for story scrap and waste materials. The site is accessed via an entrance onto Fifth Way and is not publicly accessible.

The site to the north of Fifth Way is undeveloped light industrial land with no existing permanent structures. The area is accessed via two gates onto Fifth Way and is currently used for storage of industrial and commercial waste materials.

The area to the east of the site is dominated by a range of student accommodation and academic buildings associated with the University Campus of Football Business (UCFB).

To the north of the site, plans for a new residential development on former industrial land have been recently approved. Five residential towers – ranging in height from 14 to 23 storeys – will deliver c.750 homes, with new retail and workspace at the groundfloor.

Industrial space dominates the area to the east of the site, characterised by low-rise industrial buildings and workspace.

The area surrounding the site has been transformed in recent years, creating vibrant new residential, mixed use and student-led developments that complement the changing identity of the district. The existing on-site waste operation has become increasingly out of keeping with the neighbouring developments.

The site is located in the Wembley Opportunity Area, within the Wembley Park Growth Area where the site forms part of a wider allocation for residential-led mixed use development, including education and industrial uses. The site also falls within a designated Tall Building Zone where tall buildings are considered suitable.