Why now?

We aim to satisfy a market demand for an aparthotel in Hammersmith. Parts of this extensive site are currently dilapidated and need repair. Instead of a comprehensive redevelopment, and to minimise disruption, we are no longer proceeding with the vertical extension to the main office block and instead we are focusing on the proposed aparthotel to meet named operator demand.

This presents an opportunity to rejuvenate the site and provide high-quality buildings that improve the local area.

Before / After

Our response to local feedback

London Borough of Hammersmith & Fulham planning officers refused the planning application in August 2019 on the grounds that the proposed development was unacceptable due to:

  • Overbearing
  • Privacy
  • Noise, nuisance and disturbance
  • Daylight and Sunlight
  • Traffic / Highways



The new revised proposals respond to the above in the following ways:

  • The number of apartments has been reduced from 97 to 85.
  • The stepped north wing of the building has been moved further from the Hammersmith Grove properties by an additional 3m at each level.
  • Fritted glazing is proposed to west-facing bedroom windows to address privacy concerns.
  • A 4m high acoustic fence is proposed to mitigate potential noise disturbance by hotel visitors.
  • A buffer zone with additional trees is proposed within the development boundary to provide a more substantial and effective screening.
  • Daylight and sunlight issues have now been reviewed and deemed acceptable by the local authority.
  • All servicing for the hotel will take place within the existing car park under-croft area and all vehicles are prevented from entering the hotel courtyard.
  • A number of servicing activities are proposed to be re-routed via the south entrance to the back of the building.

Projected Economic Benefits