Wedgwood-Street-Scene---Plots-14-to-10-(resize)THE landmark Wedgwood Estate is set to be transformed after consent was secured to redevelop the iconic brand’s factory and visitor centre and build 209 new executive homes.

David Wilson Homes Mercia was appointed as the developer for the scheme by Wedgwood back in October 2013 and construction work began in April. The new homes have been designed in an ‘Arts and Crafts’ style to complement the existing local vernacular and the historic surroundings.

The development will be separated into three distinct character areas; The Village, The Oaks and Lakeside. ‘The Village’ has been designed organically and resembles a typical Staffordshire village, with street scenes broken by incidental open space and focal buildings.

Executive homes on ‘The Oaks’ will look out onto a landscaped corridor, backed by the established ancient woodland and will contain the largest  houses in the scheme.

The ‘Lakeside’ parcel is bordered by trees along the fishing lake and by a formal avenue of trees to Wedgwood Drive. The character of this area is more structured and suburban than the two others, with the large family properties set back from the road, screened by formal hedging and picket fencing.

As part of the planning permission, which was approved by the City of Stoke-on-Trent Council, David Wilson Homes Mercia will additionally provide local amenity space within the development and contributions towards local education facilities.

Marianne Horton, Land Manager at David Wilson Homes Mercia said;

“Wedgwood Park will be a flagship development and a place that people near and far will aspire to live. The development will meet the Council’s aspirations of diversifying the housing stock in the County to attract people to not just work in the area but to also live here.
Having worked closely with Wedgwood for a long time, seeing these exciting plans come to life, I have no doubt that this new residential development and the improvements being made to the factory and visitor experience will be exciting landmarks in the history of both brands.”

Anthony Jones, Executive Vice President and Chief Financial Officer of Wedgwood said;

“We are delighted to be working with David Wilson Homes on this transformative project which heralds the start of another exciting chapter for the great Wedgwood brand.
Assisted by up to £5.1 million funding from the Government’s Regional Growth Fund, the developments encompass a new manufacturing facility, upgraded company offices and a truly world class visitor attraction. This new expanded visitor centre will offer a leading edge blend of experiential and retail, fully integrated with the Wedgwood Museum that will bring the world of Wedgwood to life in an inspirational and truly memorable way.”