A new arts programme is being established at Wembley Park, which aims to make the area a cultural hub for north London.
Josh McNorton, a former head of arts and culture at east London arts centre Rich Mix, has been appointed cultural director of the scheme, called Wembley Park Arts.
Wembley Park Arts will be core funded by Quintain, the developer behind the Wembley Park estate which also includes the SSE Arena and Boxpark Wembley. Additional funding will be raised through other partnerships and sponsorship.
As well as commissioning its own programme, Wembley Park Arts will also work with other venues in the area, including Troubadour Wembley Park Theatre, to co-produce work.
The scheme aims to “leverage the global reputation Wembley Park has for events, entertainment and performance to invite creative and cultural industries to the area”.
McNorton’s appointment has been timed to support the role of Wembley Park in Brent’s year as London Borough of Culture in 2020. He begins the role on October 14.
“It’s hugely exciting to be starting working in what now feels like the world’s most famous neighbourhood,” McNorton said.
“There’s something special in the air at Wembley Park, from the buzz of big gigs and major sporting events to more intimate experiences in our new cultural venues and community spaces. I’m keen to build on Wembley Park’s existing cultural legacy, while bringing new and engaging ideas to the area.”
James Saunders, chief operating officer at Quintain, said: “Whether a resident, a shopper or a day tripper, creating exceptional experiences every day is what Wembley Park is about.
“Wembley Park Arts is key to delivering that, from our brilliant free cultural programme to creating new partnership and opportunities.”