Moda Living has secured planning permission for a 42-storey skyscraper on Broad Street in Birmingham.
The 481-flat 2one2 Broad Street will offer homes ranging from studios to three bedrooms exclusively for rent.
Residents will have access to amenities including a 24-hour concierge service, a 200-metre outdoor running track, and a mobile app that allows them to report problems, control their thermostat and a virtual door buzzer.
The £183m development also includes 30,000 sq ft of communal space and 35,000 sq ft of retail and leisure space.
Once completed, 2one2 Broad Street will be Birmingham’s tallest residential building.
Moda said it was seeking to make renting a “genuine lifestyle choice” rather than a last resort for residents.
Tony Brooks, managing director at Moda, said: “We’re delighted Birmingham City Council has consented to such an ambitious scheme and we’re confident high-quality rental housing will further boost the city’s fight for talent and investment as companies realise the huge potential the Midlands has to offer.
“People are time-poor but value experience, which is why we want to take the hassle out of city living through plug-and-play wi-fi, an integrated mobile app and a concierge who’s on-hand to collect Amazon parcels to avoid those dreaded red cards from the postman.”
Moda, backed by Apache Capital, has a £1.5bn pipeline of 6,000 rent-only flats in cities across the UK, including Liverpool, Leeds, Manchester, Glasgow and Edinburgh.
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