The Greater London Authority and the Design Council have dismissed local residents’ fears over Essential Living’s plan for
a 24-storey tower in Swiss Cottage, NW3 (pictured).
The GRID Architect-designed proposal to redevelop the former Ham&High newspaper headquarters at 100 Avenue Road, is thought to be the first new-build private rented sector scheme to go before London planners.
Essential Living lodged proposals in March for a 24-storey tower and a part seven-, part five-storey building comprising 148 private rented homes, 36 homes for affordable rent, 11,200 sq ft of shops, restaurants and 14,500 sq ft for youth charity The Winch.
A report by the GLA reveals that it “strongly supported” the principle of the development. It backed proposals for a tall building, which the area is considered to be lacking.
The Design Council also said it “applauded” changes made to the design, and that it supported the current application.
But Essential Living is being urged to meet requirements around carbon offsetting, amenity space and disabled access.
The GLA also asked for information regarding affordable housing, viability and children’s playspace, but said that flexibility should be applied when considering PRS developments. The developer said it was working to address the points.
annabel.dixon@estatesgazette.com
