5plus have recently submitted plans to London Borough of Hammersmith and Fulham for proposals for the site at 112 – 114 North End Road, Kensington. The site is currently occupied by Continental Coachworks, a vehicle maintenance and servicing facility.
The brief to develop the site recognises the need to regenerate this under-utilised site which also contains a semi-industrial type use that is increasingly incompatible with the surrounding uses and proposed development has been designed to respond uniquely to this sensitive site within the Baron’s Court Conservation Area. The hotel is modest in scale and is ‘bespoke’ which has enabled the form of the building to respond uniquely to the complexity of the location. The design solution provides for a high quality architectural response of appropriate scale that avoids overlooking or compromising the privacy or amenity of its neighbours.
The proposed design offers a sustainable approach to the regeneration of this underutilised site in a dense central location with excellent accessibility and provides for a compatible and neighbourly use, replacing the existing semi-industrial and car-based activities on site.