Earls Court boss looks to ‘bring the wonder back’ ahead of masterplan

Seven years after demolition contractors moved into Earls Court, the historic exhibition centre site remains derelict – and with no detailed plan for what comes next. But one year since taking the reins at the Earls Court Development Company, chief executive Rob Heasman is adamant that he has a vision – even if he doesn’t yet have the masterplan to illustrate it. Capital & Counties failed to bring forward its residential-dominated regeneration scheme for the 43-acre site, and subsequently sold its 63% stake in ECDC to Delancey and Dutch pension fund APG for £425m in 2019.  For a pocket of London that has hosted everything from packed David Bowie concerts in 1973 to sections of the London Olympic Games in 2012, the lack of progress has been a disappointment. Now, Heasman wants to “bring the wonder back to Earls Court”. But how? Healthy blend First, he tells EG, he wants to replace Capco’s proposals with a truly mixed-use regeneration scheme. “The previous masterplan was largely residential,” he says. “Of course, the expectation is that this site delivers housing. But in terms of the principles of a circular economy, we are keen for a more healthy blend of uses.” And while ECDC is still in the early stages of masterplanning, Heasman confirms that it will include everything from offices, retail and leisure to room for both “big industry” and innovation-led start-ups.  “We want to make this a showground of world-class ingenuity,” he says. “Ultimately, that is what the land was previously used for. It was a place where people would learn, discover and be inspired.” The site can accommodate up to 4,800 homes, Heasman adds. This is a downgrade on Capco’s plans for 7,500 homes, partly reflecting the fact that the ECDC gave two housing estates on the western side back to Hammersmith and Fulham Council, bringing the footprint down from 77 to 43 acres. And as with the workplace element, Heasman wants the resi portion to encompass the full spectrum of uses. “The previous plan was largely open-market sale, high-value homes that would take a long time to sell,” he says. “We want the residential blend to accommodate everyone, whether it’s for sale, for rent, for later living, for key worker living or affordable housing.” Heasman is celebrating his one-year anniversary as ECDC boss on the day we meet. Before that, his CV included project directing Lendlease’s massive – and controversial – Elephant Park scheme in south London from 2010 to 2018. What are the key lessons he took away from that project? “The biggest one is around the retention of the mature trees,” he says. “[The local community] encouraged us – to use one word, forced us to use another – to rethink our direction because the trees were not protected. That has led to a much better, healthier place.” By contrast, the Earls Court site is, by Heasman’s own admission, of little ecological value. But it nonetheless provides “an extraordinary opportunity to make nature the golden thread that goes through the whole project,” he adds.  There is not much detail available on this yet, aside from suggestions of playgrounds, sports facilities and community gardens. But it comes as ECDC pursues a broader environmental and social agenda, which simultaneously delivers new public realm for surrounding communities and develops the site in an eco-friendly way. “You could come to the exhibition centres if you had a ticket, but it was not a part of London you could access as a local or a visitor. We want to open up the site and really create part of the city for the first time in 150 years.” Giving back Throughout 2021, ECDC has already sought to do that via meanwhile uses. Those include the London Wonderground fairground, which welcomed 114,000 visitors throughout the summer, a £180,000-a-year community fund, key worker housing on site, a community hub, a pleasure garden and a number of other initiatives designed to give back to the local community. “We want to invest in communities for the long term, but we do not want to wait for things to be built,” says Heasman. “We want to do things from the get-go, and really start to derive benefits.” His impatience is understandable: ECDC’s offices look directly on to the empty expanse of dirt where the exhibition centres were demolished seven years ago. With a masterplan document not due for publication until 2023, the scheme still feels some way off. “Being here is a daily reminder that nothing has been delivered… I’m a firm believer that time is everyone’s enemy. And while our plan will be well-considered, we want to bring forward early phases where we can,” says Heasman.  “That’s ultimately for the good of everyone.” To send feedback, e-mail alex.daniel@eg.co.uk or tweet @alexmdaniel or @EGPropertyNews See also: Earls Court saga enters next chapter with Delancey Image courtesy of PR