A sculptural landmark designed by architects Woods Bagot London has been endorsed, following three years of consultation by the Royal Borough of Kensington and Chelsea’s (RBKC) Major Planning Development Committee. The 27-storey residential development on 100 West Cromwell Road will incorporate elevated public gardens, an enhanced public plaza and both private and affordable housing. The scheme marks the gateway to central London for international travellers from Heathrow, and provides over 400 high-quality residential units. The articulated plan will take on the shape of an hourglass which is further enhanced by a ‘plunging neckline’ at roof level. Those passing by the building on West Cromwell Road - the UK’s busiest ‘main street’ - will find that the sculptural design of its architecture gives rise to dramatic changes in appearance from every angle. The £200 million Gross Development Value (GDV) project - a joint venture between Multiplex and Tesco - constitutes the biggest development of its kind in Kensington and Chelsea for at least three decades. The Major Planning Development Committee has stated that it will give planning consent to the proposal, subject to further clarification on the community facilities that arise from the project.