Regal London has submitted an “amendment application” to Camden Council to finish the abandoned former office block site at the junction of Avenue Road and Finchley Road in Swiss Cottage.
The developer agreed to buy the site above Swiss Cottage tube station from Essential Living in March last year.
Essential Living paused work after completing the basement, then defeated Camden Council at a public inquiry after applying to reduce the number of affordable homes in 2021, claiming the scheme was “not viable”.
Regal’s revised plans retain the previously approved height of 24 storeys but increase the number of homes from 184 to 237, with 35% to be ‘affordable’.
The developer said the privately owned homes will be sold rather than build-to-rent, which has raised fears that local people will not be able to afford them.
Regal planning director Steve Harrington said: “London is in the grip of a housing crisis, with too many developments stalled and too few homes being delivered.
“At 100 Avenue Road, we are unlocking a scheme that will bring forward 237 homes, including a significant proportion of affordable housing, in a prime, well-connected location.”
The ground floor will feature commercial and community spaces, including new community facilities developed in consultation with The Winch, a youth project in Winchester Road.
The updated “sustainable” design will incorporate brick facades “to better reflect the surrounding area”, add stairwells for better fire safety, and will be built with a “gas-free, net-zero carbon approach”, Regal said.
There will be mixed use outdoor spaces, seating and play areas, rooftop amenities, tree planting, and increased biodiversity.
Other additions include pedestrian routes linking Hampstead Theatre and The Royal Central School of English and Drama to Swiss Cottage Library and Leisure Centre through “tree-lined paths, and well-lit, inviting spaces”.
The developer said project will also “reflect the architectural character of the surrounding conservation areas”.
Regal added the plans follow “extensive community consultation” over the past eight months.
Mr Harrington added: “By taking decisive action to optimise the existing permission and meet modern standards, we are ensuring this site delivers on its full potential—providing high-quality homes and community benefits at a time when they are needed more than ever.”
