Glenthorne Road Parade to Become Hotel and Cafe

Transformation of former Fireplace Shop given green light

Glenthorne Road Parade to Become Hotel and Cafe
A visualisation from the developer of the new hotel seen from Studland Street

March 25, 2024

The iconic parade at the western end of Glenthorne Road is to be partially demolished and rebuilt as a three storey, 21 bedroom hotel, with a cafe on the ground floor.

108 - 116 Glenthorne Road, which faces drivers turning north from King Street up Studland Street, was well known for over ten years as the home of The Fireplace Shop. 

However it has been empty since the shop moved out in 2020, and Hammersmith & Fulham Council’s Planning and Development Committee gave its redevelopment the green light earlier this month, approving this planning application: 

Demolition of the existing building with the exception of the front facade and part of the side elevation fronting Studland Street and increasing the height of the front elevation, erection of a three storey plus-basement building in connection with the change of use from retail (Class E) into a hotel (Class C1) and a ground floor cafe (Use Class E); alterations to the front fenestration to include the installation of new doors and windows (to match neighbouring properties); installation of a new window at first floor level at the side elevation.

In a  statement supporting the application by developer Glenthorne Ltd,  planning consultancy DP9 says the plans mean the “redevelopment of an underutilised site comprising vacant and increasingly derelict existing buildings and involving careful façade restoration enhancing a Building of Merit in the Bradmore Conservation Area.”

A visualisation from the developer of the hotel seen from Glenthorne Road
A visualisation from the developer of the hotel seen from Glenthorne Road

The statement describes the scheme as the “Introduction of a new boutique hotel in a highly sustainable location and the provision of a small café use designed to meet local residential, visitor and worker needs." 

The current scheme is an updated version of an earlier application, with changes including the reduction of the building’s overall mass, cuts to the rear mansard roof and reduction in the size of the proposed cafe.

The number of rooms has also been cut from 23 to 21 and there is an assurance that the original shopfronts will be fully retained. 

The fireplace shop on Glenthorne Road before it closed
The fireplace shop on Glenthorne Road before it closed

The scheme has been criticised by the Hammersmith Society and the Brackenbury Residents Association, who issued a joint statement expressing concerns about the impact of neighbouring homes in Studland Street, an “awkward” change to the building’s west elevation, the prospect of more traffic activity and execution of the project itself, saying careful oversight of the project by H&F Council is essential if the commitment to retain or match the existing external joinery is to be fulfilled. You can read the statement in full here.

Council planners however, gave the scheme unanimous approval, subject to a number of conditions,  at a meeting on March 5.  A report to the committee said: “  The proposal would result in the restoration and use of the application site. The proposals are considered to be of a good quality of design having regard to the character and appearance of the existing site and surrounding area. 

“ The proposals although allowing for partial demolition of the existing building, would allow for the restoration/alteration of key architectural features of the host property, a locally listed, (Building of Merit); and on balance would not result in any harm to the non-designated heritage asset. 

“ The proposal is considered to be acceptable in land use terms, in its design and appearance, in its limited impact on traffic generation and parking, having a satisfactory relationship to surrounding buildings and would contribute to the range of visitor accommodation on offer in the local area and the adjacent Hammersmith Town Centre.”

The application and supporting documents can be seen on the council website using the reference 2022/03664/FUL.

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