Client: WWRD and David Wilson Homes

Local Authority Area: Stoke City Council and Stafford Borough Council (cross boundary application)

Project Type: Mixed use industrial, retail, leisure, museum and enabling residential.

Work Instructed: Site appraisal, planning strategy, pre-application enquiry, public consultation, local and neighbourhood plan representations, outline planning application.

• Cerda was engaged initially by WWRD to prepare a planning strategy to enable Wedgwood to invest £30m in to its world headquarters at Barlaston, to be funded by enabling residential development.
• At that time Wedgwood was considering relocating overseas due to significant structural issues in its operating facility,
• Extensive stakeholder engagement was undertaken to seek agreement on a highly contentious proposal in conflict with a raft of policies including Green Belt designation.
• An EIA application was prepared once pre application agreement was reached on both the principle and detail of the proposals, and the residential delivery partner David Wilson Homes, brought on board.
• The EIA planning application was the subject of one round of amendment and reported to Stoke City Planning Committee and unanimously supported.
• The application was referred but not called in.
• The project won a national planning award for excellence.
• Permission was secured for new manufacturing facility, retail and leisure provision, new Wedgwood museum, marina and 205 exemplar aspirational dwellings.