Planning

A concept of memory and nostalgia played an important role in the design development. The design of the building with the success merging of modern and traditional materials has resulted in a building that provides significant benefits to the conservation area. HTA’s planning team led on negotiations with the Local Planning Authority. Discussions focussed heavily on an appropriate heritage led response for a landmark building in a Conservation Area. At the time of planning negotiations on the site the Conservation officer was preparing a new conservation are character profile, so securing a building with a high quality design on this prominent site was a high priority. The Hammersmith Heritage and Conservation team provided significant input into the design to create this new heritage asset.

Comments from the Hammersmith Society included: “We feel this development would make a very positive contribution to the local scene. The new application specifically includes some art deco elements evoking the original 1931 Savoy Cinema, in a way we consider satisfactory. The elevation facing Savoy Circus, rising above the wings of the building and with strong vertical detailing to the windows suggests cinema design of that era.” The positive support for the building from the Hammersmith Society has confirmed that the new building has a significant positive and enhancing impact on the Old Oak and Wormholt Conservation Area and has filled the hole in the street made by the demolition of the original cinema 20 years ago. The careful design of the building in this prominent location provides an important new gateway building to West London to traffic traveling east along the A40 toward White City and the West End.