Plans for a 27-storey tower which would dominate Hounslow's skyline have been submitted.
The residential tower is at the heart of proposals for 527 new homes, a 10-screen cinema and 10,000sqm of shops, restaurants and cafés in the town centre.
A two-storey underground car park and a new public square are also part of the plans to transform the car park site between Hounslow High Street and ASDA.
A planning application was submitted by Barratt London and Wilson Bowden earlier this month with little fanfare, and members of the public only have until March 30 to make their views known.
The firms teamed up as Barratt Developments to win a bidding contest run by Hounslow Council, in November 2013, to develop plans for the plot known as the High Street Quarter.
They claim their scheme, which includes 216 affordable homes, will bring £210m of investment to Hounslow, creating around 745 jobs for local workers.
The planning application states: "The integration of the leisure offer with the new and existing retail offer across the town centre will provide a wider experience for the people of Hounslow, extending dwell times and creating a vibrant, family based evening economy."
Besides the soaring tower, described as a "visual marker" for the town centre, the most prominent feature would be an eye-catching new cinema.
Visible from the High Street, it would be clad in a shimmering golden shell, decorated with a traditional sari pattern, and visitors would enter through a three-storey glass-fronted atrium.
The new public square, meanwhile, would include a space dedicated to families, sports and games, incorporating a pop-up children's play area.
Hounslow Central Residents Association (HCRA) has already raised concerns about the height of the planned buildings, particularly towards the edge of the site, and what it describes as "inadequate" car parking provision.
The group has yet to submit its official response to Barratt Developments' plans for the land, which has long been earmarked for development.
When the proposals were unveiled to the public last September, they were met with a largely popular reaction.
The majority of people who spoke to getwestlondon at the time were keen to see any development which might help regenerate the flagging High Street, though some did express concerns about the height and said more parking was needed, especially given the size of the cinema.
It is now more than seven years since the council cut links with the developer behind the Blenheim Centre, where Asda is based, due to concerns over its plans for the second phase of the major regeneration project.
But, subject to planning consent, the long-awaited new cinema, shops and homes at the site are now scheduled for completion in early 2018.