Controversial Perivale Scheme to Be Decided at Virtual Planning Meeting

16 storey high block behind Hoover building recommended for approval

CGI of scheme created by objectors

A plan to build a major housing development near to the Hoover Building in Perivale is to be considered by a virtual meeting of the Ealing Planning Committee later this month.

An officer’s report is recommending that revised proposals for the scheme be approved on 20 May. A previous proposal of 22 storeys high was refused but the new scheme which has reduced the maximum height to 15 storeys is now considered acceptable by the council’s planning team.

(Developer's mage of revised development behind Hoover 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. The developers say the reduction in height means that the revised scheme would no longer be visible from either side of the A40.

The report recommending approval states, “In light of these scale reductions the proposal would result in ‘less than substantial harm’ to the significance of the Hoover Building and associated heritage assets.” Historic England and the GLA did not raise any objections to the proposals.

The Hoover Building

357 representations about the proposal were received 92% of which were against. The reasons for objection predominantly concern traffic impacts, the strain on local services, the height of the proposal and it being ‘out of character’ and the impact on the Hoover Building. The report states that these objections have been reviewed and acknowledged but the matters raised would not outweigh the recommendation for approval.

There has been anger from some residents’ groups that the process of approval is being continued despite lockdown. They argue that because there is currently no opportunity to make site visits, the scheme cannot have been assessed properly by those making the decision.

The development will see the demolition of the petrol station and the building of 278 flats which will be part of a build to rent scheme. The building would provide communal multi-use spaces for residents such as a gym, work/study space, and
residents’ lounges.

Only 68 of the flats would be classed as affordable (24%). Of the affordable housing units, the tenure split by habitable room would be 30:70 London Living Rent (LLR) to Discount Market Rent (DMR).

A financial viability appraisal has been submitted in support of the application and an independent review contends that no additional affordable housing can be provided beyond this level. Ealing’s planning officers accepted the conclusions of this report.

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.

May 13, 2020