New images and models of how a new riverside housing scheme in Hammersmith could look went on show at an exhibition last week.
Developer St George, which is responsible for a number of large-scale developments on the banks of the Thames, sent representatives to take about its proposals to the Distillery Lane Children's Centre on Friday and Saturday.
The firm hopes to build 750 homes on the brownfield Hammersmith Embankment site in a project known as Fulham Reach, along with an avenue of shops, restaurants, cafes and bars and a boat club with its own jetty.
Plans have already been submitted to Hammersmith and Fulham Council and will be decided in the coming months – although even if they are approved, it is not certain whether the boat club, inherited from previous plans drawn up for the same site, will become a reality.
Matt Bostock, land manager for St George, said: "We've approached local schools and we're trying to establish whether there's a demand for it. There are already quite a few about, and we want to make sure that if we do include it, it will be used."
The development site is immediately next to Hammersmith Pumping Station, and negotiations are ongoing with Thames Water, which is considering using some of the same land for the construction of its vast Thames Tunnel sewer project.
"We're in active dialogue with them," said Mr Bostock. "At this stage we simply don't know – all we can do is get on with what we're proposing, until we know exactly what they want from the site and sort out their strategy."
The whole development is expected to take up to eight years to build, but work would start almost immediately on the first block if detailed plans for that building are given the green light.
As well as housing the boat house, 'block A' would include 106 two-bedroom flats, 46 three-bedroom flats, four four-bedroom flats, and 30 discounted one-bedroom flats.
Other buildings – including two standalone blocks closer to the river which overlook the route of the boat race, and have been christened 'Oxford and Cambridge' – would be added later.
Chancellors Road resident Mary Chapman, visiting the exhibition on Friday, said: "There are lots of good parts to it - it will be nice to walk by the river, and there will be shops and places to go for a coffee, which we don't really have there at the moment.
"But there's one entrance for an underground car park that's going to serve more than 700 flats. We already have a parking nightmare from the Hammersmith Apollo, and when Fulham are playing at home it's not easy to park anywhere."