Old Oak Park
Context and Objectives
Cargiant is the world’s largest used car dealership and processing plant and the largest private landowner at Old Oak Common. Their 46-acre west London land holding was suddenly at the centre of London’s largest Opportunity Area, where a Mayoral Development Corporation (the OPDC) was set up to bring forward a wholesale regeneration. Rather than fight this vision, Cargiant sought to bring forward its own planning application, working with London & Regional properties on a scheme for around 6,500 homes and nine million sq ft in total, called Old Oak Park.
The LCA Role
LCA started work in December 2014 as the full service communications agency working right across public affairs, community relations, media relations and stakeholder engagement. We first developed a strong single identity for the scheme, prepared a robust core message narrative and introduced the client to a wide range of political decision makers. Our first challenge was to forcefully oppose the idea of a new football stadium on Cargiant land – which would have resulted in the loss of over a thousand new homes, taken up prime development land and led the public sector down the route of an expensive and ultimately futile CPO. We then conducted a thorough public engagement and consultation campaign across an area straddling three Boroughs. Four phases of public exhibitions were held, with school engagement activities, a political contact programme and close to 50 meetings with key community groups.
The Old Oak Park consultation was seen as exemplary by the local community themselves and a model for others to follow, with strong support for the emerging designs. Although the plans were put on hold in late 2017 and subsequently abandoned, the relationships forged in that time remain strong today and LCA is now supporting Cargiant in fighting attempts by the OPDC to CPO parts of their land.
"LCA is an invaluable partner for us, having shaped and led our entire communications, public affairs and consultation programme to great success. Every single community group that we have met has congratulated us on our engagement. I recommend LCA extremely highly."
London & Regional