Developer Regal London said this month it had submitted plans to Camden Council to restart work on a stalled high-rise development in Avenue Road, Swiss Cottage.
The updated, “sustainable” design features red brick facades that it says will “better reflect” the surrounding conservation area.
But conservation group the Belsize Society says facing the building with red brick will make the tower much more visible compared to the “bland” Portland stone of previous developer Essential Living’s design – and the tower will overshadow a nearby green space.
The group’s planning lead Alan Selwyn said: “This will look like a giant red finger sticking up at the local community, who have never wanted this abomination foisted on them.
“The developers say it will fit in better with the local brick of the domestic buildings but this is a crass idea – there is no way such an inappropriately scaled structure could in any way be contextualised with the local Victorian architecture.
“The local community want damage limitation for a scheme they – and Camden – opposed.”
Mr Selwyn added that tower would leave Swiss Cottage Open Space to the south east in shadow for much of the time, making the garden “unattractive for users”.
A spokesperson for Regal said: “We have worked closely with Cartwright Pickard, our architects, to create a project that responds to the local area with contemporary features.
“Over the last year, the scheme has been through extensive pre-application engagement with the council, it has been examined by the Camden Design Review Panel and we have held multiple exhibitions where we have presented the proposals and listened to the views of local people.
“Design is, of course, subjective, but we have worked closely with our architects to create a project that we are all proud of.”
They said Regal’s amended application does not change the previous one regarding overshadowing the open space, adding that sun and daylight assessments showed it complied with Building Research Establishment guidelines.
