New Plan For Controversial 'Apart-Hotel' on Windmill Road

Amendments to previous scheme plan may not be enough to satisfy locals

'Apart-Hotel' on Windmill Road

Artist's impression of what the new building might look like

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A plan to build an ‘apart-hotel’ in Windmill Road, just off Chiswick High Road, which provoked an angry response from local residents last year, has resurfaced. And locals have said they intend to have a "vocal response" to the revised scheme which they say does little to allay their fears.

This time the developers propose 78 not 85 apartments and they are seeking permission for demolition of the existing building in order to build a three-storey, plus lower-ground storey and a set back fourth storey apart-hotel. The site is the block behind the Pain Quotidien cafe.

Letters have been sent to local residents informing them of the application and giving them 21 days to object.

Last year when the plan first surfaced, local objectors said that the scheme was far too dense for the location. They said it would bring new ‘residents’ to a road that was previously a relatively quiet stretch of two storey railway cottages.

The plan was rejected by the Council. One local resident said there was nothing in the new plans to make it acceptable or sustainable.

"It is quite simply in the wrong place. The number of units proposed has been reduced only marginally from last year’s application. They still want to build on the parking spaces that are currently there behind the offices and, astonishingly,  they have planned no rear access to the building. This means that all deliveries, laundry, maintenance, cleaning, and rubbish collection will have to come via the front which is a narrow single file street with no room for turning and which barely accommodates the current traffic. 

"Pressure on parking is already intense with residents and visitors to local shops and the sports facilities of Rocks Lane all competing for the spaces available."  

She said that local people did not object to the building of homes for people to rent or buy. But the only benefit of an apart-hotel was to the developers, Lamingtons,  who bought the site and binned the already approved plans for homes in favour of this scheme which they saw as more lucrative.

Lamington UK, who specialise in serviced apartments and rentals in west London for business and leisure guests, have now lodged an application with Hounslow Council for planning permission for the site in a block behind the Pain Quotidien café.

An apart-hotel is a hybrid hotel complex that provides for self catering visitors typically business people on short term lets or tourists. In their existing properties approximately 44% were corporate guests and 66% were leisure guests.

Robert Godwin, Managing Director of Lamington UK said last year that the Chiswick development was a natural expansion of their business which has up until now been mainly based in nearby Hammersmith.

“Once built, it will help fulfil the need for more quality overnight accommodation in the area and generate new jobs and apprenticeships. It will also bring inward investment through guests using local shops, restaurants and services."

The building to be demolished on Windmill Road

The building to be demolished on Windmill Road. Photo: Google Maps

Alexandra Frenkiel said, "I find it wholly inappropriate for this street. Car parking is already in short supply with 25 homes on Chiswick Common and the sports centre. To outnumber the residents with four times as many short stay densely packed visitors will have a grossly detrimental effect on the street and on our lives."

There had been a previous plan to build six townhouses on the site.

The car park beyond the one outside Marks & Spencers will be part of the site

The car park beyond the one outside Marks & Spencers will be part of the site. Photo: Google Maps

The site is not located in a conservation area and the building is not listed.

Lamington UK submitted a pre-application request to Hounslow Council just before Christmas 2015. Pre-application meetings with Hounslow planning officers focused on height, massing, outlook and parking.

August 14, 2016

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