Essential Living, a developer and operator of homes for rent, has received planning permission to redevelop a former Elizabeth Arden factory in west London.
The Perfume Factory in north Acton gained outline consent from Ealing Council. The unanimous decision granted approval for 534 homes. It is one of the largest consented schemes in Britain designed for rent.
Reflecting the history of the site as the former Elizabeth Arden factory, the design from Squire and Partners has maintained a modern art deco influence throughout the scheme.
With a range of amenities designed around forging a real sense of community among renters, the development will also feature onsite concierge, extensive landscaping and a dedicated family block designed to make renting easier for those with children.
The development is a stone’s throw 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. In December, TfL secured €4m in funding from the European Commission to develop rail stations as part of a wave of investment in the area.
The development will also contain 70,000 sq ft of commercial space and a total investment of over £200M once completed.
The permission comes days after the announcement that the world-renowned Science Museum will relocate to Old Oak Common, less than a mile from the Perfume Factory.
Due to the scale of the project, Essential Living has set up a dedicated team, based on site, to deliver it across several phases.
Situated on a 1.16 ha (2.8 acre) site at 140 Wales Farm Road, the Perfume Factory will feature of mix of studio, one, two and three-bedroomed apartments, as well as six four-bedroomed mews houses.
Essential Living’s first scheme, Vantage Point Archway Tower, opens in June.
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.”
