Homebuilder Essential Living received planning permission to develop 534 build to rent homes at a former Elizabeth Arden factory site in North Acton.
The Ealing Council unanimously approved what will be one of the largest consented schemes in Britain designed for rent which will also feature 70,000 ft² of commercial space.
The design from Squire and Partners has maintained a modern art deco influence throughout the Perfume Factory reflecting the history of the site.
Martin Bellinger, chief operating officer at Essential Living, said:
“We’re delighted that Ealing Council has shared our exciting vision for the Perfume Factory creating more than 500 new homes for Londoners. This highlights the growing ability of the build to rent sector to make a very real contribution to Britain’s housing needs, while providing renters with a new service-led offer that treats them like customers for the first time.”
Tim Gledstone, partner at Squire and Partners, said:
“We are delighted to secure planning for The Perfume Factory and be part of an exciting new chapter in this western gateway to London. The Perfume Factory development is an exciting opportunity to create a truly mixed-use neighbourhood, which serves both its residents and the wider community.
“Essential Living’s provision of a fully managed estate creates exciting design possibilities for us in terms of creating a connected and facilitated community which is both self-supporting and engaged with the existing area.”
The development will also feature onsite concierge, extensive landscaping and a dedicated family block. The site is less than a mile away from the Old Oak Common regeneration area, which has been prioritised by the mayor of London amid plans for a new Crossrail station and HS2 rail hub.
Construction is scheduled to start in 2017.