Huge rental scheme wins approval

by James Renoux-Wood Fri 5 February 2016, 12:53 pm

A development project in Ealing will become one of the biggest housing schemes designed for private rent in the UK, after Ealing Council granted planning permission.

The local authority approved outline consent on Wednesday 3 February for developer Essential Living’s £200 million proposals, which will see 534 homes built on the site of the former Elizabeth Arden factory in North Acton.

The scheme, known as The Perfume Factory, will also contain around 6,500sq m of commercial space, as well as an onsite concierge, landscaping and a dedicated family block designed to make renting easier for those with children. It was designed by architect Squire and Partners. 

The development is close to 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. In December, Transport for London secured €4m in funding from the European Commission to develop rail stations.

Situated on a 1.16-ha site at 140 Wales Farm Road, the Perfume Factory will feature of mix of studio, one, two and three-bedroom apartments, as well as six four-bedroomed mews houses.

Martin Bellinger, chief operating officer at Essential Living, expressed his satisfaction that that Ealing Council “shared its vision for the Perfume Factory”.

“[It will create] 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,” he added.

The design from Squire and Partners was influenced by modern art-deco.

Tim Gledstone, partner at Squire and Partners, said: “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.”



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