In February, a group of BSc in Management Year 3 students from ESCP Business School London Campus met with Related Argent to come up with strategic business plan pitches for Brent Cross Town's ongoing development.
Over the course of a month, students were tasked with developing recommendations to position the Clitterhouse Playing Fields as London's go-to destination for leisure, sport, and play.
Located just a 13-minute bus ride from ESCP London Campus, Brent Cross Town is one of the largest regeneration projects in the UK. Based in northwest London and led by Related Argent and Barnet Council, the project is set to welcome 25,000 daily visitors by 2029. The development will feature new homes, retail and dining spaces, offices, and expansive green areas. Students were tasked with developing a business plan to attract a diverse audience to the Playing Fields while ensuring local community engagement, financial sustainability, and long-term growth.
We were impressed by the creativity and strategic thinking ESCP students brought to this project. Their international perspectives added real value, helping us explore fresh, innovative ways to position Clitterhouse Playing Fields at Brent Cross Town as London’s go-to destination for sport and play. Their proposals demonstrated in-depth analysis and thoughtful consideration of all age groups, and we are actively exploring how to integrate some of these ideas into our plans. This has been a highly positive collaboration, and we look forward to future engagements with the ESCP community.
Davinder ChaggarSocial Value Manager at Related Argent
This project was procured by the ESCP start-up incubator, Blue Factory, and run as part of the BSc Entrepreneurship Hop elective module, delivered by Alisa Sydow, Associate Professor in Entrepreneurship and Thinkers50 2025 nominee. ESCP is committed to providing impactful, practical academic experiences by engaging with local businesses and communities. Through project-based student assignments and its Blue Factory, the School enables students to apply their learning to real-life projects while also supporting the local community in achieving its ambitious goals.
Gaining first-hand experience with an entrepreneurial challenge is crucial, which is why it's essential to connect it with a real-life project—one that is serious and tangible. That’s why we chose to work with BXT: by providing solutions, students not only make a meaningful impact for BXT but also contribute to the broader ecosystem in London.
Alisa SydowAssociate Professor of Entrepreneurship at ESCP Business School London Campus
This initiative marks our first local corporate innovation project, jointly led by the Blue Factory and the Bachelor programme. It offers us a unique opportunity to shape a small part of one of the largest regeneration projects in Europe—the Brent Cross Cricklewood scheme. Spanning 151 hectares, this transformative project will create a sustainable new town centre for Barnet and North London.
Harry McDonoughSenior Manager of ESCP Blue Factory in London
The students’ proposals focused on increasing awareness of BXT’s green spaces, enhancing community participation, and securing revenue streams for ongoing operations. Students offered many creative, sustainable, and community-focused ideas, including smart park apps, artistic light installations, community pass schemes, wellness and sports events, creative childcare solutions, and even a pet community hub.
Their plans included recommendations on business and governance models, partnership opportunities, strategic events, and environmentally sustainable marketing plans aligned with BXT's net-zero goals. The Related Argent team is now considering some of these ideas for potential implementation.
Being involved in a project that transcends generations was a one-of-a-kind opportunity. I think that after three years, we [the bachelor students] are packed to the brim with theoretical knowledge, so forging sustainable business models, charting out marketing plans, and proposing socially ethical governance models for Brent Cross Town was the perfect way to channel this into a real business project.
Nicolas CheaBachelor in Management (BSc) student
This initiative demonstrates how ESCP Business School students can contribute innovative solutions to help transform local businesses. Their recommendations gave Brent Cross Town actionable ideas on how they can guide their development toward a more inclusive, active and exciting urban destination for all, balancing local needs with broader commercial and social opportunities.
More about the Bachelor in Management (BSc) programme
If you are a local business or community organisation with a similar project in mind, please do not hesitate to contact the Senior Manager of ESCP Blue Factory in London, Harry Mcdonough.
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