The Zac Brown Band has arrived in West London, bringing a dusting of country‑western hats to the Kensington Olympia district on a warm summer evening.
People are dining at rooftop spots like Wolves and Bar Arriba on Emberton Walk, following Heatherwick Studio’s masterplan to expand the exhibition centre into an entire district for culture.
This shift from a closed exhibition centre to a bustling, multi‑use cultural hub represents a £1.3 billion investment in the capital. The redevelopment, led by developers Yoo Capital and Deutsche Finance International, seeks to transform the 14‑acre site into a permanent “experience‑led ecosystem” that functions long after the last concert ends.
While it once hosted everything from Jimi Hendrix to Vivienne Westwood catwalks, the venue had recently become a place for business conferences, lacking the theatrical “lustre” that defined its Victorian origins.
Unlike the South Bank or the Barbican, which rely heavily on public arts institutions and government funding, the new Olympia is entirely privately funded. This model uses a mix of commercial interests—including two hotels and over 550,000 square feet of workspace—to subsidize public space.
The design philosophy focuses on breaking down the barriers that previously made the site impenetrable to anyone without a ticket or a lanyard. By introducing Emberton Walk and other rooftop routes, the masterplan allows passersby to wander through the district, grab a coffee, or enjoy the views without needing an invitation.
“The true success of Olympia is the public experience at its heart, not the live music venue, or the theatre that’s opening next year, or the restored exhibition halls,” says Eliot Postma, a Partner and Group Leader at Heatherwick Studio.
“Success is that on a Thursday evening, that public realm, those rooftops bars and restaurants, are humming and someone thinks, ‘This is cool – I’ll come back here on Sunday with my grandma.'”
This “dusk until dawn” approach is designed to combat the social isolation that has persisted in a post‑pandemic world. By creating spaces where people can mingle in person—whether at a conference in the Great Hall or a lunch at Pilar Hall.
The scale of the ambition is reflected in the projected economic impact. The district is estimated to inject more than £600 million of value into the economy, attracting roughly 3.5 million visitors and creating more than 7,000 jobs.
According to recent government data, the creative industries’ total Gross Value Added reached £124.6 billion, growing twice as fast as the rest of the economy since 2010.
The project faced major obstacles during its development. The design process began in 2017, spanning a period of austerity, the global pandemic, and the rising cost of materials following the invasion of Ukraine. Despite these crises, the investment continued, serving as a signal of confidence in London’s long‑term viability.
| Metric | Projected Impact |
|---|---|
| Economic Value Injection | >£600 million |
| Annual Visitors | 3.5 million |
| Jobs Created | 7,000+ |
While some creative quarters are anchored by public arts institutions, Olympia is taking the opposite approach: baking an enduring mix of creativity and entertainment into its business plan.
For the local workforce, the “wow‑factor” terraces at the Olympia Central workspaces are intended to act as a magnet, drawing people back to the office through environmental appeal.
“London has needed a dose of positivity, and Olympia delivers it,” says Postma.
