L’Oreal’s former UK headquarters in Hammersmith is undergoing a major transformation that goes beyond just cosmetic changes. The nine-storey office block, located on the corner of Hammersmith Road and Butterwick, will soon be redeveloped into 137 new residential flats, pending approval from the site owners. After L’Oreal’s lease expired in September 2023, the building has sat vacant, waiting for a new purpose.
According to planning consultancy Quod, representing the applicant FORE Jersey VIII Limited, the existing office block, which underwent a comprehensive refurbishment in 1998, is no longer environmentally efficient and lacks a modern design that meets the needs of today’s office occupiers. The shift towards higher quality office spaces in areas like the West End, White City, and Olympia has left little demand for office accommodation in its current location.
The proposed residential development will consist of a mix of one-bedroom and two-bedroom flats, catering to different household sizes. Specifically, there will be 12 one-bed, one-person units, 104 one-bed, two-person units, and 21 two-bed, three-person units. In line with a growing trend towards sustainable living, the development will be car-free, except for 14 Blue Badge parking bays. Additionally, 218 long-stay cycle spaces and 12 short-stay spaces will be available to residents, promoting eco-friendly modes of transportation.
A transport assessment conducted for the project concluded that the development would not have a severe impact on local roads. Noise levels are also expected to be within acceptable limits, clearing the way for the council to approve the change of use. The development plans include meeting all necessary fire safety requirements to ensure the safety and well-being of future residents. Quod, the planning consultancy, was unavailable for further comment at the time of publication.
In a broader context, the Hammersmith Town Centre is undergoing significant redevelopment, as outlined in the council-approved Supplementary Planning Document (SPD). The ambitious plan aims to introduce 2,800 new homes and create 10,000 new jobs in the area by 2035. Additionally, the proposed demolition of the Hammersmith flyover is set to make way for a more modern “flyunder” infrastructure, with support from Transport for London (TfL) and the Greater London Authority (GLA).
As the redevelopment of L’Oreal’s former office block progresses, the once-vacant building is poised to breathe new life into the Hammersmith area. The conversion of the office space into residential flats aligns with the shifting demands of the modern real estate market, where quality living spaces are increasingly sought after. With a focus on sustainability, accessibility, and urban planning, the project represents a step towards revitalizing this corner of Hammersmith and meeting the evolving needs of the community.
Modernizing Urban Spaces
The decision to transform L’Oreal’s former office block into residential flats reflects a broader trend in urban development towards repurposing underutilized spaces. By converting outdated office buildings into modern living accommodations, developers can meet the growing demand for quality housing in key city locations. This shift not only revitalizes urban areas but also contributes to a more sustainable and efficient land use strategy.
Sustainable Living Solutions
The emphasis on sustainability in the redevelopment plans for the Hammersmith office block underscores a commitment to eco-friendly living practices. The decision to make the development car-free, except for designated parking spaces for Blue Badge holders, encourages residents to explore alternative modes of transportation, such as cycling or public transit. By incorporating ample cycle parking and promoting greener lifestyles, the project sets a precedent for future urban developments focused on environmental conservation and reduced carbon emissions.
Community Impact and Growth
The proposed residential development at L’Oreal’s former headquarters not only addresses the need for housing in Hammersmith but also contributes to the overall growth and vitality of the community. With a mix of one-bedroom and two-bedroom units catering to different household sizes, the project aims to create a diverse and inclusive living environment. By integrating new residential spaces into the fabric of the neighborhood, the redevelopment initiative promises to bring new residents, businesses, and energy to the area, fostering a sense of community and belonging.
