HTA Design Secured Planning for 278 Home Scheme in Ealing

Ealing Council has granted planning permission for The Wiltern, a Build to Rent scheme for Amro Living, adjacent to the Art Deco Hoover Building in the Perivale area of Ealing.

The Wiltern, designed by HTA Design for Build-to-Rent developer Amro Living, will deliver 278 homes of which 35% will be affordable, providing much needed new rental housing for Ealing, over a range of market rents. The scheme will replace surplus parking and a petrol station to the rear of an existing Tesco supermarket.

This permission follows a revision of HTA Design’s original plans, submitted in 2019. The updated scheme features a 16 storey tower and 10 storey linear building, with 278 one, two and three bed homes as well as an increase in amenity space provision.

The project was developed in consultation with the London Borough of Ealing, the GLA and Historic England, and all parties have worked closely on the updated plans. 

The design, detailing and materiality of the proposed building references the architecture of the iconic Hoover building, which lies to the south of the site. The building’s elevation and sweeping curves take cues from the Art Deco era, with strong horizontal bands of white glazed brick and alternating bands of terracotta panels and glazing. The dual aspect units, which occupy the corners of the scheme, will provide panoramic views across the surrounding areas, with kitchen and living areas designed to extend seamlessly into the balconies.

The new building’s communal spaces, surrounding landscape and public realm will create a more urban setting, reflecting the scale of the Hoover building, and enhancing the area for local residents.

Simon Bayliss, HTA Design Managing Partner, said: “Our proposals for the Wiltern demonstrate the massive potential for reusing redundant land, such as underused car parks and petrol stations, to deliver housing and create new mixed-use centres around existing retail and restaurants. Our updated design evolved through a detailed dialogue with the Ealing planners who were highly proactive in helping to develop the building’s form and architecture to create an appropriate relationship with the nearby listed Hoover Building. We are delighted to have received planning permission and to be moving forward with the next stages of delivering the project.”


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