WELCOME &

BACKGROUND

Essential Living welcomes you to this fourth community involvement event

about the proposed redevelopment
Site Analysis of The Perfume Factory, North Acton.
Site Analysis

2.7 The Site 2.7 The Site

2.6.1 Site Boudary 2.6.1 Site Boudary

The development site is 0.44ha, and the adjacent site

The development site is 0.44ha, and the adjacent site
is owned by Imperial College London.
is owned by Imperial College London.

Development Site Development Site

Development Site

Shared Access Shared Access

Shared Access

Adjacent Ownership Adjacent Ownership

Adjacent Ownership

Development Site Development Site

Adjacent ownership Adjacent ownership

Shared Access Shared Access

Existing Buildings Existing Buildings

Shared Access Shared Access

SITE BOUNDARIES AERIAL VIEW OF SITE

Since the previous exhibition of the emerging plans

held in December 2016, Essential Living has sold the
southern portion of the site to Imperial College. The
dividing line between the two ownerships is roughly
between the two existing building footprints.

Imperial Colleges vision for its ownership is a mix

of office space aimed at start-up businesses,
student and key worker accommodation.

This will provide excellent synergy with Essential

Livings plans for high quality build to rent homes,
new public realm and flexible retail space.

Both Essential Living and Imperial College are

working together to ensure that a complementary,
truly mixed and comprehensive regeneration of the
whole site can be achieved. Rather than being phased
over several years, the overall site can be delivered at
the same time over a much shorter period.

At todays exhibition, you can see the latest proposals

following the decision by Ealing Council in February
2016 to grant outline planning permission for the site
for residential and commercial buildings ranging in
height from 3 to 33 storeys.

Please speak to a member of the team if you have

any questions and we would be very grateful if you
would fill in one of our feedback forms. All comments
will be carefully considered before the submission of
the planning application.

Essential Living has assembled a talented team to

deliver this exciting project. Leading UK architectural
practice Darling Associates has been retained to
design a refined, crafted and purpose made
development that will add further impetus to the
wider regeneration of the area.
RECENT EXAMPLES OF DARLING ASSOCIATES PROJECTS

www.theperfumefactory.info
 WELCOME TO THE
FUTURE OF RENTING

Founded in 2012, Essential Living is a London-based developer and operator

of private rental homes in the UK. We are different from most private
landlords because we are institutional investors focused on the long term.
We want to create a lasting and mutually beneficial relationship with
residents and the surrounding community, and central to this is our
approach to concept and design.

ESSENTIAL LIVING SCHEMES

We believe todays renters are entitled to vibrant and

inspiring places to live, which is why we are raising the
standards and challenging perceptions of traditional
rental in the UK. Our ambition is to create new
communities where homes function alongside
commercial, leisure and retail uses. The synthesis of
living and working is key to Essential Livings vision.

With London property prices rising at an

unprecedented rate and many people, particularly
those under 40, struggling to buy their own home,
the Private Rented Sector (PRS) model is a timely
solution to an increasing need. We are setting out to
rewrite the rules on rental by building and operating
a portfolio of large-scale professionally managed
rental developments.

Redefining renting The relationship between us as landlord and those

who rent homes from us will be characterised by the
highest set of standards. Our communications,
1. A
 n end to faceless, inspections, repairs, rent increases and length of
overseas landlords contract will be set out in a tenancy charter. There
will be no hidden fees or third party agents. We will
offer 24-hour management services, more
2. An end to ghost towns or amenities, flexible contracts and a choice of unit
silo communities sizes and tenancies that can be customised.

Above all, we want our tenants to feel at home the

3. An end to short, moment they walk into our buildings. That is why we
uncertain leases are spending more on design from the outset. Superior
design in each apartment means open-plan solutions,
same-sized bedrooms and en suites. We aim to create
communities with real longevity and that means
4. An end to unresponsive landlords
with no reason to comply internal areas available for all residents such as a fully
equipped evening lounge for hire for private events or
clubs, a business centre and a quiet lounge for relaxing.
Outside, communal gardens and terraces will provide
5. An end to poor quality
exceptional social and leisure space. Our proposals for
rented housing stock
the Perfume Factory fully adopt this set of principles.

www.theperfumefactory.info
 DESIGN
DEVELOPMENT

The main objective of the design team is to revitalise the northern portion of this
urban site with exceptional design through the delivery of mixed-use development
that will provide homes and retail space in an exemplar landscape setting.

SKETCH PERSPECTIVE

The proposal is to demolish all the existing buildings

on the northern portion of the Perfume Factory site
and construct blocks of varying heights. The cluster
of buildings seeks to form a protective perimeter
along the frontage of the busy Wales Farm Road,
animated by active retail units. This provides the
opportunity to create a lively and vibrant internal
MASTERPLAN
courtyard shielded from the noisy road.

The proposals have also been formulated to ensure

that the main gateway into the redeveloped site is
aligned with the natural pedestrian routes which
flow out of the new North Acton Station.

Since the public consultation in December 2016,

further changes have been made which have led to
the removal of the eight storey link building, the
widening of the principal public entrance, the
removal of hotel use and an increase in the height
of the main tower to 36 storeys.

The tallest element has been deliberately located to

the northern edge to afford maximum opportunities
for south-facing, well-lit amenity spaces. The footprint SITE LAYOUT

of the buildings has been reduced to provide views of

the sky throughout and minimise shadowing.
Feedback from consultation also stressed the
importance of affordable housing provision. This was
reflected in work by Essential Living on a new and
innovative Discounted Market Rent (DMR) model
Height of the Tower increaded to identify the
hierarchy and create a landmark building
where there is:

6 Storeys Removed
A block set at the London Living Rent, along with
a range of discounted rents to be offered across
8 Storeys link removed

the new development;

No service charge;
Unrestricted access to all amenities for all
residents; and
Nomination rights through Ealing Council.

Distance between the building

separation increased by 4m.

MASSING DIAGRAMS SHOWING LATEST CHANGES

www.theperfumefactory.info
 AMENITY &
PUBLIC REALM

The proposals for the site aim to deliver a vibrant mix of uses that will make a very
positive contribution to the area and complement other regeneration proposals.

COMPUTER GENERATED IMAGE SHOWING ENTRANCE TO COURTYARD

Essential Living aims to make the site accessible for all

to enjoy, providing high quality amenity space for new
residents, community space, performance/events
space and attractive soft and hard landscaping.

Amenity spaces for residents will be provided in

several different ways, offering public realm, large
open roof terraces with covered areas, playspaces
for children to enjoy and balconies for the majority
of the apartments. MASTERPLAN WITH TERRACES

Initial public consultation on proposals for the

Perfume Factory site in November 2014 revealed
strong support for a comprehensive public realm
strategy to ensure strong linkages to nearby facilities
and public transport, permeability, lighting, seating,
performance space, public art and green space.

These principles are enshrined in the emerging

public realm and landscaping strategy for the
northern portion of the Perfume Factory site.
The internal, fully publicly accessible courtyard
will incorporate feature lighting, seating, trees and
planters as well as a pavilion which could host
performances and events. Public art and AMENITY SPACE
installations inspired by the heritage of the site are
also being explored along with the imaginative use
of paving to draw people into the public spaces. A truly vibrant retail and hospitality environment at
ground floor level could be achieved within the new
courtyard and along the frontages of Wales Farm
Road that will serve the residential population both
on-site and in the surrounding area.

All new homes will provide a high quality living

environment with associated leisure and
workspace. Professionally managed by Essential
Living, the Perfume Factory will offer a mix of unit
sizes from studios to three-bedroomed units.

The latest plans for the northern portion of the

Perfume Factory site provide for:

Approximately 480 privately rented and

discounted market rent homes including studios,
1, 2 and 3 bedroomed units;
Approximately 2,330 sq. m of ground floor
retail/non-residential uses;
4,523 sq. m of landscaped, amenity, play
and public spaces; and
700 cycle parking spaces.

TERRACE DESIGN LEVEL 11

www.theperfumefactory.info
 CONTEXT

Located on Wales Farm Road, North Acton and at a key entrance point to the
Old Oak and Park Royal Opportunity Area, the site is currently occupied by
buildings totalling approximately 79,000 sq ft. incorporating offices, storage space
and showrooms. Surface level car parking provides approximately 220 spaces.

Perfume Factory Imperial The Portal 1 Portal Way 6 Portal Way

1. Victoria Square - up to 17 storeys

2. North Acton Station

3. Holbrook House - up to 24 storeys

4. The Portal - up to 36 storeys

5. 6 Portal Way - up to 40 storeys

6. 1 Portal Way - up to 32 storeys

1. Victoria Square - up to 17 storeys
7. Imperial College
2. North Acton Station
8. Perfume Factory - 36 storeys
3. Holbrook House - up to 24 storeys

4. The Portal - up to 36 storeys

Holbrook House North Acton Victoria Square 5. 6 Portal Way - up to 40 storeys

Station
6. 1 Portal Way - up to 32 storeys

7. Imperial College

8. Perfume Factory - 36 storeys

OLD OAK COMMON BOUNDARY NORTH ACTON EMERGING DEVELOPMENT SITES

The Perfume Factory was the original UK location

of Elizabeth Arden cosmetics, with the original
building designed by Wallis, Gilbert & Partners in
1939. The new factory was constructed on
previously undeveloped land but in an area that
was undergoing rapid development including both
industry and housing.

Both the Mayor of London and Ealing Council have

separately identified important opportunities to
regenerate the area, known as the Southern
Gateway, in which the Perfume Factory is located.

The Mayor of Londons Planning Framework sees

the site as appropriate for mixed-use development
that could retain significant employment uses
without compromising the existing industrial
capacity. The Mayors Framework identifies the
Southern Gateway as having the best potential for
the location of taller buildings, given the existing
development in the vicinity and limited impact on
the surrounding area.

Ealing Council also has policies that promote new

development at the Southern Gateway which
combine residential, employment, retail and
community uses along with public spaces. Tall
buildings are supported in principle subject to
them being attractive from all angles, contributing
to an interesting skyline, and creating well-defined
public realm.

Benefiting from very good public transport

connections, the site provides an outstanding
opportunity to mark the entrance and edge of the
Park Royal Opportunity Area. It could also signal
the approach to inner London whilst visually
consolidating the adjacent existing tall buildings,
including those planned or approved at other
nearby sites including North Acton Station,
Holbrook House, 1 & 6 Portal Way and The Portal.
VIEWS OF THE EXISTING SITE AND OTHER PLANNED PROPOSALS NEARBY

www.theperfumefactory.info
 SUSTAINABILITY,
TRANSPORTATION & ACCESS

Sustainability will be at the heart of the new development, incorporating

measures that will reduce carbon dioxide emissions and achieve energy
efficiency. A combined heat and power plant could serve the wider area
as well as the proposed development.

COMPUTER GENERATED IMAGE LOOKING NORTH FROM WALES FARM ROAD

The site is located within an area of excellent public

transport accessibility (PTAL 6a). North Acton
London Underground station is within 100 m of the
site and the Acton mainline station is approximately
800 m south of the site and will be linked into the
new Crossrail service in 2019. Central London and
the City can be reached within 20 to 30 minutes.

The site provides 220 car parking spaces for its

current commercial uses and it is envisaged that the
northern portion of the redeveloped site will provide
minimal car parking spaces.

Access will be as present off Wales Farm Road via

a shared road serving the northern and southern
portions of the overall site. A service strategy will be
developed to ensure safe areas for deliveries, refuse
collection and maintenance vehicles which will not
disrupt the local highway network. Electric car
charging points and car club parking spaces are
also envisaged along with provision of ample cycle
storage spaces.

As part of the planning application, a full

Transportation Assessment will be undertaken. This
will carefully analyse the expected number of traffic
movements associated with the new development.
It is expected that there will not be any net increase
in traffic generation from the new proposals.

www.theperfumefactory.info
 SUMMARY &
WHAT HAPPENS NEXT?
THANK YOU VERY MUCH FOR ATTENDING THIS EXHIBITION.
We hope that you will be able to leave your final comments with
us on a feedback form.
COMPUTER GENERATED IMAGE LOOKING EAST FROM VICTORIA ROAD
We expect to submit a planning application in April
2017. Once the application is submitted, Ealing
Council will undertake its own consultation exercise,
enabling local residents and businesses to comment
on the final planning application.
It is hoped that Ealing Council will be able to make
a decision on the plans by the third quarter of 2017,
meaning that work at the site to deliver the new
proposals could commence in late 2017 or early
2018. The anticipated completion date for the
project is late 2020 or early 2021.
Essential Livings proposals seek to:
Respond to the aspirations for the Southern
Gateway as expressed in Ealing Councils planning
policies and the London Plan;
Refine the principles already established for the
site in the outline planning permission granted in
February 2016;
Revitalise a prominent site at a highly accessible
location through the provision of an
environmentally sustainable residential-led
mixed-use development;
Allow for the early regeneration of the overall site to
come forward in conjunction with the adjacent
Imperial College ownership;
www.theperfumefactory.info
COMPUTER GENERATED IMAGE LOOKING SOUTH FROM VICTORIA ROAD
Introduce exemplary design and provide further
impetus for the regeneration of the Old Oak and
Park Royal Opportunity Area;
Provide the very best Private Rented Sector homes
in London, managed for the long-term and setting
the gold standard for this type of accommodation;
Develop a wide range of residential units with
long term leases offering a broad spectrum of
sizes and rental levels and the ability to easily
scale up or down;
Deliver affordable discount to market rent
housing which is tenure blind and dispersed
throughout the development;
Significantly improve landscaping and the local
streetscene as well as introducing enhanced
public realm and extensive amenity space;
Offer the opportunity to retail and restaurant uses
to further diversify and animate the local area
seven days a week; and
Enhance the viability and viability of North Acton
through major investment, the injection of
spending power of new residents, and the creation
of full time construction jobs and further new jobs
associated with the new commercial uses.