The scheme includes 128 suite-style guest apartments, a restaurant, a leisure centre, high quality services, and the hotel's own service bay to avoid traffic disruption during deliveries.
A 61-room hotel currently occupies the site on the corner of Elm Road and St John's Road. But the existing building at 1-11 Elm Road requires modernisation, does not fulfil its potential, and could better support the local economy and demand for accommodation in the area.
The borough has identified a need for more visitor accommodation and LHG's new hotel - which doubles the capacity of the current building, and has ten per cent of guestrooms universally accessible - will help meet that need plus contributing to the overall regeneration of Wembley Central.
Dexter Moren Associates previously worked with LHG on the newly-completed Best Western Plus Wembley and the Elm Road proposal reflects LHG's real engagement with the area, designing the Aparthotel to fit Wembley's ambitious town centre regeneration, and to be part of the neighbourhood.
"There's an incredible energy in Wembley, a creative surge to modernise, to connect and welcome the world," comments Christian Desira, London Hotel Group.
"We're proud to be part of that and our proposal was developed with help from Brent Council's planning team and from the community of residents and local businesses. Their feedback on the plans through our public consultation was invaluable and shaped the final application which has been approved."