36 storey building with 355 flats planned for Wales Farm Road

A visualisation of the building shown next to the Castle pub

A planning application has been submitted for a new 36 storey tower in North Acton. The plan is to construct the building on a corner site which is currently unoccupied opposite the Carphone Warehouse site where another project of a similar scale is also proceeding.

The new building, which is being developed by Citrus Group and will be called The Portal, is a mixed use development including 355 flats, ground floor retail units and 550sqm of commercial space. It is one of several proposals to build skyscrapers in the area including the 42 storey 6 Portal Way and the development of the Perfume Factory site. Local MP Rupa Huq described the Portal Way tower as a monstrosity after it was given planning approval by Ealing Council and said that this was Acton not Manhattan.

Site of the planned building

An associated company of the Citrus Group is involved in providing housing for asylum seekers in Wakefield and Birmingham and they also reportedly have a contract to provide 'absorption centres' for the Israeli government.

The main tower will sit on a podium that will be ten storeys high and the building will include a gym and cinema for residents on the 10th floor with rooftop communal area including dining facilities. It is planned at this stage that the retail frontage of the building will be on Portal Way with either commercial or retail on Wales Farm Road depending on demand. HTA Design LLP which describes itself as a multidisciplinary design consultancy to the residential development and regeneration sectors has drawn up the plans.

This area of North Acton forms part of the 'Old Oak Park Royal Opportunity Area'. The site is currently grassed over and enclosed within hoardings. To the north of the site is the recently-developed ‘Costume-store’ student accommodation block which is 17 storeys high as well as a small residential block with ground floor retail and ‘The Castle’ public house.

Map showing The Portal along with other buildings planned in North Acton

The 355 flats are being provided on a 'build-to-rent' basis and will include studio flats and 1-3 bedroom units. They will be rented on the open market with the main target being those in the 25-34 age group. The developer is proposing that 30% of the units be available at an average discount to market rent of 20% with priority being given to people who already live and work in the Borough of Ealing and then to key workers. They claim that their proposed scheme which links rent discounts to current salary will increase the affordability of units. It is not clear what security of tenure a tenant would have if their salary fell below the level needed to support even a discounted rent.

Residents will be able to enjoy the spectacular views available from the top of the building on another rooftop terrace. Two 100m2 covered areas will provide shelter when the weather isn’t conducive and residents will be protected from the elements by a high glazed screen. There is an additional 335m2 of external terrace, that will provide seating areas and planting.

Residents will be able to dine on a rooftop terrace

A consultation event was held about the plan in March with an exhibition in the nearby Holiday Inn. The developer says they advertised this in the 'South Acton Newsletter' and leaflets were sent to homes in the local area as well as Councillors who sit on the Acton Gardens Community board being notified. The developer says there were around 20 people at the exhibition although it is not made clear if this includes the organisers. Nine attendees filled in a questionnaire at the event and four completed an online questionnaire. The consultation showed that 57% of responders were in favour of the plan although it should be pointed out that this represents the views of just 7 people.

We have contacted the Citrus Group and the agent for the scheme for comment on the development but have yet to receive a response.

November 18, 2016