Ealing will become home to London's largest ever "build-to-rent" development after councillors approved 534 new homes in North Acton .
Developers Essential Living were given the go ahead to redevelop a former Elizabeth Arden factory at an Ealing Council planning committee meeting on February 3.
The former art deco perfume factory, on Wales Farm Road near Old Oak Common, will be transformed to feature an on-site concierge, extensive landscaping and a family block aimed for renters with children.
Called The Perfume Factory, it will also feature a mix of studio, one, two and three-bedroomed apartments, as well as six four-bedroomed mews houses.
Martin Bellinger, chief operating officer at Essential Living, said: "We’re delighted that Ealing Council has shared our exciting vision for the Perfume Factory creating more than 500 new homes for Londoners.
"This highlights the growing ability of the build to rent sector to make a very real contribution to Britain’s housing needs, while providing renters with a new service-led offer that treats them like customers for the first time."
'A new chapter'
It is one of the largest consented schemes in Britain designed for rent, according to Essential Living, and the entire project totals an investment of £200m.
It has already been confirmed as London's largest ever build-to-rent development.
The homes will be located near the Old Oak Common regeneration area, after Mayor of London Boris Johnson prioritised it due to its close proximity to a new Crossrail station and High Speed 2 railhub.
There will also be 70,000 square feet of commercial space.
Essential Living said that the price of rent will be around the local market rates and has set of completion target of 2019.
Tim Gledstone, partner at the projects designers Squire and Partners, said: "We are delighted to secure planning for The Perfume Factory and be part of an exciting new chapter in this western gateway to London.
"The Perfume Factory development is an exciting opportunity to create a truly mixed-use neighbourhood, which serves both its residents and the wider community.
"Essential Living’s provision of a fully managed estate creates exciting design possibilities for us in terms of creating a connected and facilitated community which is both self-supporting and engaged with the existing area."
