Assael’s aparthotel design in West Ealing approved by Ealing council planning committee
Ealing Council’s Planning Committee has unanimously approved Assael Architecture’s plans, on behalf of Luxgrove Capital Partners Ltd., to transform the derelict site at 96-102 Broadway, West Ealing, into a new aparthotel.
The redevelopment is set to positively contribute to the regeneration of West Ealing, enhancing the area’s vitality by offering modern, flexible accommodation and co-working spaces. This project marks the first collaboration between Luxgrove Capital Partners Ltd. and Assael, both of whom have a strong history of delivering high-quality, medium- to large-scale developments across the living sectors.
Bound on either side by Singapore Road and Broadway, the site, formerly occupied by a Woolworths, has remained derelict since its demolition in 2019. West Ealing is currently undergoing significant regeneration, with several new developments approved along Broadway and as part of the Green Man Lane redevelopment to the north.
The approved plans include 268 aparthotel suites alongside 670 sq m of co-working space for use by guests and the wider community. The development will also feature a café and courtyard garden, also accessible to the public, as well as a rooftop terraces for guests to enjoy. The site’s prominent location along Broadway is within a five-minute walk of numerous restaurants, shops, supermarkets, and a gym, presenting a strategic opportunity to attract both leisure and business travellers seeking flexible, short- to medium-term accommodation just outside Central London.
Assael’s design unlocks the opportunity to repair and reactivate the streetscape. Architecturally, the scheme draws inspiration from the former Woolworths building, referencing its original Art Deco façade through the use of decorative cladding panels, a vertical rhythm and a clear hierarchy.
Landscaped areas have been maximised to enhance on-site biodiversity, featuring biodiverse roofs, raised planters, rooftop amenities, and a sunken courtyard garden. Biodiversity net gain has been prioritised through the inclusion of green roofs, habitat creation, and native planting, all aimed at significantly improving the site’s ecological value.
The design team included: Savills, Markides, DAMA, BEC, Prime Phenix, eB7, MKA ecologists, ADTrees, Merdian Civil Engineering Consultancy and Auricl Acoustics.
William McKenna, Co-founder at Luxgrove Capital Partners, said “We’re delighted that Ealing Council has unanimously approved our plans. This vibrant new aparthotel will breathe new life into the former Woolworths site, which has sadly laid vacant for a number of years. Its prime location on Broadway makes it ideal for attracting both leisure and business travellers along with longer term guests. The scheme will also help diversify the residential offer in the area, marking a major step in the regeneration of West Ealing. Despite the challenging development environment, Luxgrove are proud to be progressing with the regeneration of this West London high street with plans to deliver five schemes of various use classes and over 700 beds in the next 24 months.”
Tim Chapman-Cavanagh, Director at Assael Architecture, said ‘This project gave us an amazing opportunity to pay homage to the much-loved Woolworths façade that previously existed on this site and provide an aparthotel that can contribute so much to the surrounding community. We hope that this proposal will reinvigorate this part of the Broadway. It was a privilege working with such a great professional team at Ealing Council and we look forward to seeing this one move to the next stage’’