Guinness and Danescroft obtain planning for 321 homes in Bromley-by-Bow

The Guinness Partnership have secured planning permission for the third and final phase of their Imperial Street development which will provide a further 321 new homes.  This final phase will see a total of 965 new homes delivered across the three phases at the 5-acre site in Bromley-by-Bow.

Guinness purchased the site in 2018 and started work on the first phase comprising 500 homes, including 50% affordable, in March 2019. The Phase 2 works are currently being tendered, following receipt of a resolution to grant planning permission for 144 homes, all at London Affordable Rents, at Planning Committee in March 2020.

Phase 3 comprising 321-homes, received unanimous approval at the remotely held LLDC Planning Decisions Committee on Tuesday 23rd June. The scheme was designed by PRP architects and comprises a series of buildings ranging from 3 to 14 storeys in height, set within a high-quality public realm and riverside park. Together, Phases 2 and 3 will deliver a further 48% affordable housing providing much needed homes for LLDC and the London Borough of Tower Hamlets.

Linda Robinson, Development Director South at Guinness said: “We are incredibly proud of Imperial Street, we have invested heavily in the site already and have improved on the original planning permissions significantly.  The result of the changes we have made enable delivery of an architectural led scheme with well-designed accommodation at its centre set within an equally carefully designed public realm that will provide a safe, inclusive neighbourhood linking into the existing surroundings with access to the new square and public play facilities for all.”

The Imperial Street development as a whole represents the first phase of the planned regeneration of Bromley-by-Bow South. Danescroft have been retained as Development Managers and have been involved with the site since 2014 working closely with Guinness, the wider design team and the LLDC to achieve consents across all three phases of the Imperial Street Development.