Regal Submits Proposal for 100 Avenue Road

Regal, one of London’s leading developers, has submitted a Section 73 Amendment Application for 100 Avenue Road in the London Borough of Camden. The proposals will enhance the extant permission while maintaining the approved footprint and massing. This will ensure the scheme meets modern standards, improves housing quality, and enhances the local environment.

Regal agreed to purchase the site at 100 Avenue Road in March 2024 and is committed to delivering a project that aligns with the latest technical standards and planning policies while enhancing the benefits secured under the previously approved scheme. However, while demolition and basement works were completed, above-ground construction stalled under the previous ownership.

Regal’s revised proposal retains the approved height of 24 storeys and massing but introduces key improvements. The number of homes will increase from 184 to 237, with 35% designated as affordable housing, managed by a housing association. The ground floor will feature improved commercial and community spaces, including new community facilities developed in consultation with The Winch.

The updated design incorporates brick facades to better reflect the surrounding area, introduces additional stairwells for enhanced fire safety, and prioritises sustainability with a gas-free, net-zero carbon approach. The public realm will be significantly improved, with multifunctional outdoor spaces, seating areas, play areas, rooftop amenities, extensive tree planting, and increased biodiversity.

The proposed amendments follow extensive community consultation over the past eight months, including two rounds of public engagement, meetings with community and political groups, pre-application discussions with Camden Council, a Design Review Panel, and a Development Forum presentation.

The revised development also brings economic benefits, generating employment opportunities during both construction and operation while driving significant investment in the local economy. The amendments include an improved layout with a second staircase to comply with updated Building Regulations, a shift to homes for sale rather than build-to-rent, and optimised affordable housing provision. Additionally, the community space will be redesigned for greater flexibility, commercial frontages will be enhanced, and the development’s sustainability strategy will align with the London Plan.

Further design refinements will improve the façade by reducing glazing, minimising overheating, and adopting a more contextual aesthetic with high-quality materials. Enhanced connectivity will establish a clear hierarchy of pedestrian routes, linking key local landmarks while ensuring accessibility through minimized steps, tree-lined paths, and well-lit, inviting spaces. Biodiversity will be a key focus, with green corridors, sustainable drainage, and an expanded urban tree canopy complementing the adjacent Swiss Cottage Open Space. The project will also incorporate artistic and material elements that reflect the architectural character of the surrounding conservation areas. A central Art Route along Park Avenue will connect Hampstead Theatre to the Library and Leisure Centre, integrating lighting and high-quality materials to create a welcoming and dynamic public realm.

Safety and inclusivity are central to the design, with spaces tailored to encourage multi-generational and multi-gender use. Social spaces will foster informal gathering, while thoughtful landscaping will create a lively and engaging environment for the community. Visibility, accessibility, and strategic placement of elements will enhance safety, ensuring all visitors feel comfortable and secure.

Regal’s acquisition and redevelopment of 100 Avenue Road represent a significant investment in Camden’s future. By optimising the scheme within its approved parameters, the project will provide much-needed homes, improved community facilities, and a revitalised public realm while aligning with the latest sustainability and safety standards.

Steve Harrington, Planning Director at Regal said:

“London is in the grip of a housing crisis, with too many developments stalled and too few homes being delivered. At 100 Avenue Road, we are unlocking a scheme that will bring forward 237 homes, including a significant proportion of affordable housing, in a prime, well-connected location. By taking decisive action to optimise the existing permission and meet modern standards, we are ensuring this site delivers on its full potential—providing high-quality homes and community benefits at a time when they are needed more than ever.”