Strategic Land
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A Multi-Skilled Consultancy
Formed in 2005, Iceni is now the market leader and preferred consultancy for a fast-growing number of clients. We have always sought to provide the skills of an advisor with the instincts of a developer.
We achieve this by knowing our tradecraft –the technical skills that come through years of education and on-the-job experience that is recognised by professional accreditation. But it is also daring to be different; being proactive and thinking strategically. Our client relationships are built on trust, togetherness, enthusiasm, and a courage to challenge, where appropriate. The technical specialisms that the company hold have widened, but this fundamental objective remains the same. We are committed to putting our client’s interests first – and providing them with the tools to significantly improve their performance.
Strategic Land
Iceni is a multi-disciplinary consultancy spanning archaeology, built heritage and townscape, design, economics, engagement, sustainability, impact management, landscape, planning, transport and Development Consent Orders - a single team with the depth and range to deliver every stage of development.
To Iceni, strategic planning is simple. It’s what we fundamentally believe to be the right way of doing things; to assess needs, evaluate constraints and identify effective solutions. It’s about having a strategic vision for opportunities, looking beyond the throttling constraint of development management policies, and utilising a diverse range of skills to deliver large-scale infrastructure and development projects to a client’s commercial advantage.
Strategic planning projects are diverse, yet they have numerous common threads. It’s not their size, but the scale of ambition that drives them. It’s the importance of a depth of understanding of the planning system, its driving principles and its processes. It’s about community engagement. It’s about influence in the seats of power. It’s about the understanding of development viability constraints and opportunities. It’s about an understanding of technical disciplines. It’s about forging relationships between landowners, developers, delivery agencies, authorities and national and local stakeholders. It’s about harnessing the dynamics of a site - and its wider area.
Iceni’s team of accomplished strategic planners is complemented by a range of specialist fields, and we can provide you with a team that can successfully deliver ground-breaking strategic land projects for our clients. We are passionate about wanting to change the narrative so that strategic schemes are seen as key drivers of sustainable social and economic growth.
We also believe they provide the best opportunities to deliver transformative development that can correct inherent structural deficiencies, as well as achieving exemplar environmental
performance. Our strategic projects lie at the heart of our Futures initiative, which puts climate change at the heart of our thinking and planning strategies.
We pride ourselves on being highly adaptable, and willing to learn new skills and adapting the business to respond to the everchanging world within which we operate; and we believe we are well positioned to drive forward innovative solutions to the obstacles that policy and political directions can raise. This is more important now than ever.
Strategic Planning Expertise
Grey Belt
Land South of Hockenden Lane, Swanley, Consillium Land
Working across teams, Iceni obtained outline permission under the principle of “grey belt” on a draft allocation for up to 10,500 sqm of flexible commercial floorspace. Clearly demonstrating that the site met the criteria for grey belt and met the Golden Rules, Iceni worked closely with planning officers and ward members to achieve planning permission via delegated powers and ahead of the adoption of the emerging Local Plan, resulting in a swift and positive outcome.
Grey Belt marks a pivotal shift in national planning policy, opening up new opportunities to meet housing and commercial needs in sustainable locations. It recognises that not all Green Belt land performs equally and that some areas, already influenced by development or infrastructure, can accommodate growth without undermining the wider purpose of Green Belt protection.
The December 2024 NPPF formally defines Grey Belt as Green Belt land that does not strongly contribute to preventing sprawl, avoiding the merging of towns or preserving the setting of historic places. In practice, this includes previously developed sites, edge-ofsettlement land enclosed by roads or railways, or degraded parcels where the urban fringe has already eroded openness.
Grey Belt offers a new planning route where development on qualifying land is not regarded as inappropriate, provided it meets key appropriateness tests demonstrating unmet need, sustainability and compliance
with the Golden Rules on affordable housing, infrastructure and green space.
For London and other constrained areas, this policy change is significant. With the Mayor’s updated stance and national emphasis on accelerating delivery, Grey Belt sites can now play a strategic role in addressing unmet housing demand and unlocking regeneration while maintaining the integrity of the wider Green Belt.
Iceni is already assessing Grey Belt potential across multiple boroughs, applying technical, environmental and planning analysis to help clients identify, evidence and promote the next generation of sustainable growth sites.
Iceni has submitted an outline planning application for about 200 homes within a strong green infrastructure network under the grey belt policy. The scheme responds to the site’s topography, protected trees and nearby heritage assets to create a distinctive neighbourhood. Iceni has worked with the local authority to confirm grey belt status in principle and demonstrate compliance with the Golden Rules.
Broadbridge Farm, Smallfield
Iceni submitted an Outline Application at Broadbridge Farm for up to 272 homes, a 70 unit extra care scheme and open space on Grey Belt land. The plans follow the Golden Rules with 50% affordable housing. Iceni led the Planning Statement and submission, with Housing Needs and ES prepared by its Economics and Impact teams. Team is managing process with Tandridge Council now.
Camer Road, Meopham
Iceni is advancing an Outline Application at Camer Road for 730 homes, a primary school, a local centre and new sports and recreation space. The site qualifies as Grey Belt and meets the Golden Rules with 50% affordable housing. Iceni is leading the full technical, design, heritage, sustainability and engagement work alongside Local Plan promotion.
Former Moore Place Golf Course, Charterhouse Strategic Land
Site Identification
Site identification is the foundation of every successful development strategy. It begins with a clear understanding of objectives and a disciplined approach to data. Iceni combines digital mapping, market intelligence and planning insight to identify land with genuine potential across all sectors, from residential and commercial to energy and logistics.
Using advanced GIS and spatial analysis tools, we interrogate rich datasets to understand patterns of opportunity and constraint across a region. This includes policy designations, environmental sensitivities, infrastructure capacity and accessibility. The result is a long list of candidate sites that can be tested for technical deliverability and strategic fit.
Due diligence then follows. Ownership, planning history, access, ground conditions and regulatory factors are reviewed in detail. Engagement with landowners, agents and local authorities helps to refine options, confirm intent and align expectations.
For shortlisted sites, we develop high-level masterplans and land budgets to understand scale, phasing and value. This evidence-led process gives clients a robust platform for investment, promotion or delivery.
Iceni’s approach blends digital precision with professional judgement, ensuring every site we identify is realistic, defensible and primed for long-term success.
Site Identification: Projects We’ve Worked On
Thames Estuary Site Search, National Housebuilder
A strategic intelligence report was prepared for a national PLC housebuilder, assessing development opportunities across Thurrock, Basildon and Brentwood. Using GIS mapping, policy review and market insight, the team identified settlement-level opportunities aligned with Bellway’s land strategy. Local Plans, infrastructure capacity and ownership data were analysed to refine a shortlist of viable sites. The study combined data-led precision with professional judgement, providing a clear, evidencebased platform for future land promotion and investment decisions.
NHS portfolio
Advised NHS Property Services on the management of its national portfolio of Green Belt sites. We tracked local plan progress, liaised with councils and identified opportunities for release where land was surplus to NHS needs. Representations were prepared to promote reallocation, supported by in-house masterplanning to demonstrate deliverability. Our proactive monitoring and coordinated approach ensured NHS interests were protected and opportunities for repurposing were maximised across multiple local authorities.
Advised GLP on its £2 billion acquisition of Gazeley’s UK development pipeline, assessing sites nationwide for planning risk and opportunity. Our due diligence reviewed permissions, obligations, implementation and zoning, backed by targeted engagement with local authorities. The analysis informed GLP’s investment strategy and strengthened negotiations. The transaction won “Corporate Deal of the Year” at the 2018 Property Awards, highlighting the value of Iceni’s strategic, evidence-based insight.
Global Logistics Properties (GLP)
Plan Promotion
Land promotion turns potential into opportunity. It is about shaping a clear vision, aligning stakeholders and positioning land to meet future needs. Iceni applies strategic insight and practical experience to guide sites through every stage of the plan-making process, from early promotion to formal allocation.
We start by developing a robust vision grounded in evidence and policy. This includes preparing housing or commercial needs assessments, supported by audits of the surrounding area to understand market strength, infrastructure capacity and local priorities.
Stakeholder engagement sits at the heart of our approach. We build relationships with local authorities, statutory consultees, landowners and communities to ensure proposals are credible, transparent and responsive. Our team prepares compelling representations to emerging plans, backed by data and a clear narrative of why a site can deliver against local and national objectives.
Through ongoing monitoring of policy updates, political change and housing or employment trajectories, we keep each opportunity live and informed.
Iceni’s land promotion work combines analysis, advocacy and influence, ensuring that sites are positioned for allocation and ready to deliver long-term social and economic value.
Plan Promotion: Projects We’ve Worked On
Mac Mic Land, Scotland and England
A major mixed-use development near Ashby-de-la-Zouch, the Money Hill project delivers 605 homes, a school, community facilities and extensive green infrastructure. The scheme was promoted through successive stages of the Local Plan, including the Call for Sites, the River Mease Water Quality Management Plan, the Local Plan Examination and the Neighbourhood Plan process. A coordinated strategy, supported by planning, transport, design and sustainability teams, secured allocation and outline consent, successfully delivering a policy-backed, infrastructure-led development within the National Forest.
Iceni manages and promotes the Mac Mic strategic land portfolio across Scotland, covering 3,000 acres across 32 sites in 12 LPAs. Using Iceni Intelligence, we track Development Plan progress, identify engagement opportunities and respond to consultations. With 20 Call for Sites submissions made in the past year, the focus now shifts to Proposed Plan consultation, Examination and progressing Planning Permission in Principle applications to secure long-term development opportunities.
A major urban extension to the south west of Canterbury, this 2,000-home scheme has been promoted through the emerging Local Plan on behalf of Quinn Estates. Work has focused on shaping a clear vision for a sustainable, mixed-use community with new transport links, green infrastructure, a community hub and a joint sports facility for Canterbury Rugby and Football Clubs. Strategic engagement with the Council, statutory bodies and local stakeholders secured a draft allocation, positioning the site for outline application and future delivery.
South West Canterbury, Quinn Estates
Money Hill, Ashby-de-la-Zouch
Planning Application
Securing planning consent demands coordination, clarity and control. Iceni brings structure and leadership to every stage, guiding complex projects from concept to decision. Our approach combines strategic planning knowledge with disciplined project management to ensure quality, efficiency and delivery.
We begin with pre-application engagement, developing a strong concept and uniting the multidisciplinary team behind a shared vision. Early discussions with officers, elected Members and key stakeholders help shape proposals and establish confidence in the process.
As project managers, we coordinate all inputs required for a robust submission, from design and transport to heritage, sustainability and economics. Where relevant, we manage full Environmental Impact Assessments, ensuring technical accuracy and consistency across all disciplines.
Every application is managed to meet programme and budget, with clear communication at each milestone. We lead the collation, review and submission of all material, ensuring that documentation is comprehensive and defensible.
Iceni’s planning application service combines strategic advice with delivery expertise, managing risk, maintaining momentum and maximising the prospect of a positive outcome.
Planning Application: Projects We’ve Worked On
Langdon Hills Golf and Country Club (Sport and Retirement)
Langdon Hills Golf and Country Club is a landmark facility in Thurrock, set within the Green Belt and commanding views over Essex and London. Working with the Heronslea Group, the team prepared and managed a hybrid application for 162 Extra Care and Close Care apartments, a 64-bed care home, a health hub and redeveloped golf facilities. The case hinged on demonstrating Very Special Circumstances, underpinned by clear evidence of unmet need and substantial public benefits, securing consent in September 2022.
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Iceni led the successful outline planning application for a 25ha employment site in Preston, delivering B2 and B8 uses. Through early engagement with planning officers, National Highways, and Natural England, the team navigated technical challenges including highway impact and biodiversity considerations. The project included a comprehensive EIA and archaeological assessment. By securing approval for a spine road application, Iceni ensured swift delivery of critical infrastructure, exemplifying our integrated, strategic approach to complex planning applications.
Preston Employment Scheme
Burnt Mills, Basildon (Industrial and Logistics)
Planning Appeal
Not every project goes to plan. When challenges arise, a wellmanaged appeal can turn a setback into success. Iceni’s appeal experts bring clarity, authority and strong advocacy to this critical stage of the planning process.
We prepare detailed Statements of Case and Proofs of Evidence, drawing on our extensive knowledge of planning law, national policy and case precedent. Each argument is rooted in evidence and framed to withstand scrutiny from Inspectors and legal representatives alike.
Iceni’s strength lies in its multi-disciplinary capability. Our planning team works closely with in-house specialists in archaeology, built heritage and townscape, design, economics, engagement, sustainability, impact management, landscape, transport and DCO/NSIP. This integrated approach ensures that every issue is addressed, every opportunity reinforced and every argument tightly constructed.
We collaborate regularly with leading barristers and law firms, forming advocacy teams that combine professional expertise with strategic insight.
Iceni’s approach to appeals is disciplined and assured – drawing on deep sector experience to present clear, persuasive cases and achieve the best possible outcomes for our clients.
Planning Appeal: Projects We’ve Worked On
East Tilbury, Thurrock, Mulberry Strategic Land (Residential)
This appeal centred on a strategic housing proposal for up to 1,000 homes, a primary school, and a new railway bridge. Following Thurrock Council’s failure to determine the application, an appeal was lodged and subsequently allowed. Iceni coordinated a multidisciplinary case covering Green Belt, transport, planning and heritage issues, presenting robust evidence and clear advocacy at Inquiry. The Inspector concluded that very special circumstances existed, granting outline consent and securing one of Thurrock’s largest housing permissions.
Weylands Treatment Works, Northumberland Estates (Comercial-led)
Weylands Treatment Works is an 11-hectare waste and energy site in the Green Belt near Walton-on-Thames. Following years of promotion through the Surrey Waste Plan, the scheme was advanced through planning and ultimately allowed at appeal. The Inspector accepted that very special circumstances existed, recognising the site’s strategic role in meeting regional waste needs. The case showcased coordinated advocacy, clear technical evidence and sustained engagement, securing consent for vital infrastructure and long-term environmental benefit.
Loggerheads, Gladman Developments Ltd (Residential)
Iceni led the masterplanning and landscape planning for this scheme, refused partly on landscape and character grounds. While the Council chose not to contest the principle of development due to a recent appeal, the Inspector still needed assurance that the design and housing quantum would not cause unacceptable landscape or visual effects. Referring to the Design and Access Statement, the Inspector found impacts limited and the scheme in character. The Council agreed effects would be localised.
Post Determination
Planning permission is not the end of the journey. Once consent is secured, the focus shifts to delivery, ensuring permissions are implemented efficiently and aligned with evolving objectives. Iceni supports clients through every postdetermination stage, turning approval into action.
We manage the discharge of planning conditions, coordinating technical inputs and maintaining clear dialogue with local authorities to keep programmes on track. Where schemes need refinement, we prepare non-material and minor material amendments, ensuring changes are justified, proportionate and smoothly approved.
Our team also handles reserved matters applications, guiding the design and technical detail to reflect both planning parameters and commercial priorities. We advise on Section 106 obligations and other legal agreements, supporting variations, compliance and implementation as development progresses.
Equally, we recognise the value of ongoing engagement. Maintaining open communication with stakeholders and local communities postconsent helps sustain confidence and manage expectations through to delivery.
Iceni’s post-determination service ensures continuity, clarity and control, providing clients with the practical support and strategic oversight needed to move from consent to construction with confidence.
Post Determination: Projects We’ve Worked On
Iceni originally secured the allocation of this 30 hectare Green Belt site for 550 homes for Ptarmigan through the Local Plan process. We then obtained a hybrid planning permission for London Strategic Land, and following the grant of planning permission worked with Countryside/ Vistry to secure various amendments, discharge conditions and deal with the Reserved Matters for Phase 2, ensuring the timely delivery of the scheme. The next stage of work will involve the submission of Reserved Matters for the final phase of the development.
Is a strategic housing development on the edge of Ramsgate, delivering 785 homes, new infrastructure and community facilities. Following outline consent in 2016, the team has led post-determination work, including reserved matters, condition discharge and phased delivery. Close coordination between planning, transport, design and sustainability teams has ensured continuity from consent to construction. Ongoing engagement with Thanet District Council and local stakeholders keeps delivery aligned with programme, quality and long-term regeneration objectives.
Greenford, the former GSK headquarters, was originally allocated as a strategic employment site, requiring significant policy challenge to unlock its potential. Following an outline application and subsequent sale to Greystar, the team led a detailed mixed-use scheme delivering over 2,100 homes, a school and community facilities. Successive applications, amendments and condition discharge have maintained delivery momentum. Now under construction, the project demonstrates how strategic planning, persistence and coordinated management can transform complex brownfield sites into thriving new communities.
Greenford Quay, London Borough of Ealing, Greystar Europe
Manston Green, Kent (Barratt Redrow Homes and Places for People)
Garlick’s Arch, Guildford
Archaeology | Built Heritage & Townscape | Design | Economics | Engagement | Impact Management
Landscape | Place | Planning | Transport
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