Belsoc has submitted its objections to Camden concerning this major development on our doorstep. There have been 97 responses to Camden: the vast majority being objections. And though the formal period for accepting objections is now ended, you can still object by email. (Please see below.)
To remind you, Regal London, who took over this project from Essential Living, submitted a planning application on 5th March to revise certain elements of the previous scheme, which was already approved in 2016.
The currently approved scheme – which we cannot change – allows for the 24 storey tower block and 6 storey horizontal building to accommodate 184 housing units. The new application pushes up the number of units to 237, squeezing in an additional 2 storeys within the same envelope.
We are very concerned the completed scheme may lead to the loss of the current pedestrian piazza outside the theatre with the farmers’ market and daily stalls being in jeopardy. We also think the red brick cladding on the revised design is a mistake.
The Belsize Society objections centre around two main issues: the traffic management once the scheme is completed and the revised external appearance. We also objected to the increased number of units and the added pressure it would place on the local area and concerns that the units in the tower are likely to be sold overseas as investments. We do note one improvement in the new scheme: an increase in the number and quality of the “affordable” housing.
Following considerable local pressure at the time of the previous application, most of the construction traffic- lorries, machinery, materials etc – will access the site via the Avenue Road / A41 route, avoiding the Eton Avenue piazza and the local feeding roads.
Once the scheme is finished, the plan is for deliveries and services for the 237 households – contractors, repairs, waste collections etc as well as taxis and other vehicles – to travel through our local streets and enter the site across the Eton Avenue piazza outside the theatre. The vehicles will then have to swing across the pavement into a narrow cul-de-sac alongside the theatre, shared with pedestrians entering the Swiss Cottage Open Space. There is also a small tunnel under the theatre but with a very low ceiling it can only allow access to cars and two wheeled vehicles, insufficient for most deliveries; supermarket delivery vehicles, Amazon, DPD etc are too tall.
We are not confident any suggested management measures will be practical, such as timed or coordinated deliveries for the many vehicle movements required each day for the 237 units and shops. We foresee significant danger to pedestrians, especially the many children using the area and this could lead to the loss, to traffic, of the pedestrian piazza – a pleasant and important local amenity with its farmers’ market and well-used daily stalls.
Two of us spent a morning handing out leaflets to customers at the Farmers’ Market and talking to stall holders. Few were aware of the plans and many subsequently sent in objections.
The huge tower was originally a neutral grey colour but now the Regal London propose to clad it in red brick. The developers strangely think this will “fit in” better and somehow “relate” to the local architecture. We feel this will make it even more prominent and over-bearing (check out Cresta House on Finchley Road opposite). We think only a bland light grey or white surface – like the recently re-clad Chalcots Estate on Adelaide Road – will allow it to “fit in”better with the sky and mitigate, to some extent, the horror of this giant structure, which will loom over many local roads like a giant red finger.
All 78 documents relating to the full details of the scheme are on the Camden Planning website. Google “Camden planning applications”, application number 2025/0852/P. We assume this application will be determined at a full committee meeting and will ensure Belsize Society is represented.
If you are concerned about any of the proposal to comment you can write to: planning@camden.gov.uk and quote reference 2025/0852/P. Our 11 page objection will be reproduced in the new website shortly but can be read on the Camden planning portal.