New Apart-Hotel Approved for Former Woolworths Building
Nine-storey development will contain 268 serviced rooms
A visualisation of the facade of the approved design at 96-102 Broadway. Picture: Assael Architecture
August 21, 2025
A major new development in the landmark former Woolworths building in West Ealing has been given the green light by the borough’s Planning Committee.
Councillors at the meeting this Wednesday evening (20 August) unanimously granted planning permission for a nine-storey apart-hotel at 96–102 Broadway. The scheme, submitted under application 251869FUL, will deliver 268 serviced rooms above publicly accessible commercial and co-working spaces, transforming a long-vacant town centre site.
The development, designed by Assael Architecture for Luxgrove Capital Partners, aims to introduce a new kind of visitor accommodation to the area, offering longer-stay, self-contained units with kitchenettes and access to shared amenities. The ground floor will feature a café, wellness centre, and sunken courtyard open to both guests and the public, while upper floors include terraces and a rooftop pavilion.
The planning officer’s report praised the scheme’s architectural response, which draws on the art-deco character of the former Woolworths façade. The building’s massing was described as “contextually appropriate,” mediating between neighbouring heights and contributing to a coherent townscape. The proposal replaces a previously consented residential scheme deemed unviable due to regulatory changes and market conditions.
The development will be car-free, with cycle parking and servicing arranged via Singapore Road. Financial contributions totalling over £329,000 have been secured through a Section 106 agreement, including funding for air quality, employment and skills programmes, town centre management, and police infrastructure. A further contribution to Transport for London for bus stop improvements is pending.
A visualisation of the building viewed from Singapore Road. Picture: Assael Architecture
During consultation, 17 comments were received—15 objections, one neutral, and two in support. The majority of objections came from residents of Freedom House, citing concerns over building height, loss of daylight, privacy, and the absence of affordable housing. Others questioned the demand for co-working space and raised fears about noise, traffic, and pressure on local infrastructure.
Supporters welcomed the activation of a long-vacant site and acknowledged the economic benefits of visitor accommodation. The planning officer’s report noted that the current scheme represents an improvement over the previously approved residential development in terms of daylight impact and urban integration.
Construction will be subject to conditions including tree protection, energy monitoring, and delivery of seven full-term apprenticeships. The hotel management plan will regulate guest stays and prevent conversion to residential use. The Council’s Regeneration Team anticipates the scheme will generate £9.2 million in annual visitor spend and create 15 operational jobs.
With approval now secured, work on the development is expected to begin later this year.
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