Brentford High Street has waved goodbye to a piece of its history as a new chapter gets under way.
The demolition of 81 High Street was met with some sadness on Twitter, with @Brentfordian2 among those lamenting the loss of the locally-listed two-storey building, apparently of Georgian origin.
The building, which went under the wrecking ball last Thursday (February 12), is among several old structures - some more cherished than others - making way for a huge new waterside development.
However, developer Ballymore has insisted it tried to preserve as much of the town's history as possible, including the Grade II-listed St Lawrence's Church, which is due to be refurbished for use as a gym. It claims the scheme will build on the area's heritage while kickstarting its long-awaited regeneration.
But Ballymore's plans for 900 homes, plus shops and leisure facilities, which were approved last November, have long divided opinion and the start of demolition was always likely to prove emotive.
Brentford Heritage tweeted: "Another historic Brentford building destroyed", later adding: "RIP 81 High Street".
Alison Prewer wrote: "Very sad. I remember that from my youth", while Christopher Howse posted: "Dear, oh dear, this looks bad".
The protests weren't restricted to Twitter. One opponent had scrawled "Save me from demolition" in large red lettering across the front of the building before it was reduced to rubble.
Officers at Hounslow Council had less time for the building's style, deriding it in a planning report as having "little architectural and heritage value".
Hounslow Council leader Steve Curran said: "Although the building was locally listed, it did not have full heritage listing and, as such, we had no powers to ensure the owners kept it from disrepair.
"The good news is that the new Ballymore development, which involves the building's demolition to make way for necessary junction improvements, is on track to bring in hundreds of jobs and homes to Brentford. It's further evidence that boomtown Brentford is becoming the buzziest part of west London!"
The vicarage by St Lawrence's, and the old Wilson and Kyle warehouses are some of the other buildings facing the chop as part of the development.
But the former Post Office and Natwest bank facades, along with the Motorwise building at 129-30 High Street, are among those set to stay, providing some old character amid the modern architecture soon to transform the parade.
Ballymore declined to comment on the demolition.