Tower Blocks Reduced Behind Perivale Hoover building

Developers hope lowering height of blocks will meet approval

(Image of revised development behind Hoover building)

Developers hoping to build behind the iconic Hoover building in Perivale have revised their plans and reduced the height of the building.

Tesco Perivale sold the petrol station at the rear of the site to developer Amro Living, which originally submitted proposals to Ealing Council for a 305-home, 22 and 10 storey “build-to-rent” development called The Wiltern.

However more than 2,000 people signed a petition saying views of the iconic Grade II listed art deco former factory on the A40 would be ruined.

In response, the developers have now altered the design and held an exhibition and further consultation to explain the changes.

They said the original application was refused because
'' The proposed development, by reason of its excessive height of the tower element, would represent an incongruous and visually intrusive form of development and would, in particular, be harmful to the setting of the adjacent Grade II* Hoover Building.''

Since the decision, the team's reduced the number of homes from 305 to 280 and lowered the height of the building to 15 and 10 storeys.

They say the reduction in height means that the revised scheme would no longer be visible from from either side of the A40.

The former Hoover factory’s main building opened in 1932 to a design by architects Wallis, Gilbert and partners. The building was sold in 1989 to Tesco, which built a supermarket behind it.

The Wiltern website now advertises the Build to Rent homes with architecture described as a 'high quality Art Deco' celebrating the context of the Hoover Building.

(CGI image of proposed block from Amro website )

The revised application is expected to be submitted next month - after which residents will have a further opportunity to submit comments to Ealing Council as part of the Statutory Consultation period.

It is then expected to go before planning committee in the summer.

15 January 2020