It is vital that the design of the building is appropriate for its location, fitting in with the character of the low-rise buildings on Hammersmith Grove whilst being sensitive to the neighbouring residential surroundings.

The proposed design for the hotel facade is a light beige brickwork to integrate both with the surrounding residential houses on Hammersmith Grove and the light stone and metal facades of the office building within the development site.

The proposed design is of a high-quality and recognised as such by the planning officers.

The designs balance the opportunity the site represents and the local context, such as through delivering rooms for one or two people (not groups), a design which helps protect local residents’ privacy, a reduction in car parking and car traffic on site and no coach drop-offs.