Controversial £100m Swiss Cottage tower block approved by government

Avenue Road development

Avenue Road development - Credit: Archant

Controversial plans to build a £100m tower in Swiss Cottage have been approved by the government.

A planning inspector has overturned a decision by Camden Council to reject the application at 100 Avenue Road.

Developers Essential Living have been given the go-ahead to build the tower, which will become Camden’s biggest residential block.

The existing building was formerly home of the Ham&High offices.

The proposals – opposed by 3,000 people – will see the current office building at 100 Avenue Road torn down and would instead provide 184 flats for rental, some of them “affordable”, along with a part-five/part-seven adjoining building providing retail space and a new home for the neighbouring charity The Winch.


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A report by planning inspector Graham Dudley said: “Overall there is considerable social benefit in the provision of the proposed housing and affordable housing, and by the provision of space for community use.

“The potential for the underground station to be improved would also be a significant benefit. There would also be an enhancement to the frontages of the buildings at ground level compared with the existing arrangement that could improve the vitality of the area.”

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