The site is located within the Old Kent Road Area Action Plan, an area undergoing significant change with the arrival of the Bakerloo Line extension and extensive regeneration of large areas of industrial land. Over the course of the project, various approaches to the massing proposal have been tested in consultation with the local authority and the developer bringing forward the site adjacent to the south.
The current proposal comprises of a 32 storey residential tower along the northwestern boundary and a five storey commercial building perpendicular to the tower along the northeastern boundary of the site to create a new square to the south.
The scheme incorporates elements of the existing structure on site, rebuilding a portion of this to provide new commercial space. The architecture is inspired by the existing brick building, reflecting the arches and drawing on the industrial heritage of the site and the neighbouring gasometer structure.