24-storey tower block in Swiss Cottage gets green light

Camden Council's planning committee last night (June 5) approved amended plans to complete the tower in Swiss Cottage after work there halted in 2021.

Developer Regal won consent to retain the original scheme’s height but increase the number of homes from 184 to 237, including 70 'affordable' homes.

Regal bought the Avenue Road site from original developer Essential Living last year after it lost at a public inquiry in 2021 after an unsuccessful bid to reduce the "unviable" amount of affordable housing.

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Residents groups' objections to the new plans included the look of the flats, sale to foreign buyers, and delivery access through a street used for a market.

Alan Selwyn, planning lead at the Belsize Society, said many objections were about the change to "in-your-face" brick cladding.

He said: "The proposed red brick of this tower will stick out like a rude, throbbing finger looming over the five conservation areas."

Screenshot of proposed cladding on the new Avenue Road tower which locals fear will remain empty if sold to foreign buyers who price out locals (Image: Camden Council)

Anthony Kay, from campaign group Save Swiss Cottage, highlighted Regal's offices in Dubai, Hong Kong and Shanghai, warning that flats would be marketed to foreign buyers who could effectively price local people out.

He was sceptical of Regal's pledge that overseas buyers could rent properties out to  local people, saying it would be "out of their control" how much they would charge.

But he warned the group's "main concern" was with properties lying empty.

Belsize Society member Janine Griffis warned of the increased burden on local services from the extra homes.

She said: "Swiss Cottage simply cannot take the strain of a 29% increase, with the associated demand on transport infrastructure, schools, health, services and amenity - Swiss Cottage Market for example - therefore the 53 extra dwellings must be rejected." 

Liberal Democrat opposition leader Cllr Tom Simon cited the disappointing level of affordable housing and "overbearing" red facade, as well as a plan to allow access for delivery drivers through Eton Avenue.

Screenshot of road access for traffic during and after construction (Image: Camden Council) The pedestrianised street is already used for a market and by Hampstead Theatre goers as well as cyclists. Warning the plan would destroy the "hard-won" equilibrium forever, he said it was "a fantasy" to think delivery people would stick to its timings.

He added: "This committee gave 20 reasons for rejecting the application in 2014 and this application is a missed opportunity for fixing what was wrong then."

Screenshot of the tower and new block as seen from the open green space in Swiss Cottage (Image: Camden Council)

Steve Harrington, for Regal, said the "enhanced" appearance of the block was designed and integrated with youth provision charity The Winch, which is set to benefit from the scheme.

He claimed the buildings had a "fine material palette" that complemented the nearby conservation area.

And he said the enhancements include "improved housing delivery, improved affordable tenures, modern safety measures and enhanced sustainability credentials".

He added: "We fully recognise some aspects of the original proposals were contested and have therefore worked very hard on the design of the scheme to achieve the increase in housing without making the building any bigger or taller."

He said Regal had worked proactively on access via Eton Avenue with the council's market's team and would continue to do to ensure the market operates successfully.

He added: "The scheme may not please all but in our opinion its benefits do outweigh some of the the concerns raised."