New Bid to Convert Former L'Oreal HQ into Flats
Amended plan submitted which attempts to address council concerns
Picture: 255 Hammersmith Road
June 13, 2025
Plans to turn L’Oreal’s former UK headquarters in Hammersmith into 137 flats have been resubmitted after initially being refused by the local authority.
The original proposal for a change of use for the site was filed with Hammersmith and Fulham Council last September.
Planning consultancy Quod, on behalf of the applicant FORE Jersey VIII Limited, wrote at the time that despite being comprehensively refurbished in 1998, “the existing building is environmentally inefficient and presents an outdated configuration and design that does not reflect the requirements of modern-day office occupiers”.
The council however refused the application for various reasons including access to the cycle parking not being inclusive or easily accessible, insufficient information being provided regarding deliveries, and the Transport Statement having an “unacceptable” healthy street approach.
Quod, on behalf of its client, has now returned with an amended submission providing further details it claims addresses the council’s concerns. The majority of the application for the nine-storey block mirrors that filed last year including the proposed number of homes.
Situated on the corner of Hammersmith Road and Butterwick, the building has sat empty since L’Oreal’s lease expired in September 2023.
“The existing building entrance is currently below the street level and lacks identity and visibility,” the application states.
“As a result, access into the existing building is currently restricted with the main entrance being accessed by steps. Street furniture also cutters [sic] the space and makes the entrance difficult to identify.”
Of the 137 flats, 13 are to be one-bedroom one-person homes, with 103 set to be one-bedroom but for two people, and 21 being two-bed homes for three people.
The development is to be car-free, apart from 14 Blue Badge parking bays, with 218 long-stay cycle spaces and Sheffield stands to be installed.
Quod was approached for comment but had not responded at the time of publication.
Hammersmith Town Centre is seen as a key regeneration area in the borough.
Last July the council approved a Supplementary Planning Document (SPD) for Hammersmith Town Centre, in which it detailed plans including 2,800 homes and 10,000 new jobs for the area by 2035
Ben Lynch - Local Democracy Reporter
Value Reading Articles Like This? Help Us Produce More This site remains committed to providing local community news and public interest journalism. Articles such as the one above are integral to what we do. We aim to feature as much as possible on local societies, charities based in the area, fundraising efforts by residents, community-based initiatives and even helping people find missing pets. We've always done that and won't be changing, in fact we'd like to do more. However, the readership that these stories generates is often below that needed to cover the cost of producing them. Our financial resources are limited and the local media environment is intensely competitive so there is a constraint on what we can do. We are therefore asking our readers to consider offering financial support to these efforts. Any money given will help support community and public interest news and the expansion of our coverage in this area. A suggested monthly payment is £8 but we would be grateful for any amount for instance if you think this site offers the equivalent value of a subscription to a daily printed newspaper you may wish to consider £20 per month. If neither of these amounts is suitable for you then contact info@neighbournet.com and we can set up an alternative. All payments are made through a secure web site. One-off donations are also appreciated. Choose The Amount You Wish To Contribute. If you do support us in this way we'd be interested to hear what kind of articles you would like to see more of on the site – send your suggestions to the editor. For businesses we offer the chance to be a corporate sponsor of community content on the site. For £30 plus VAT per month you will be the designated sponsor of at least one article a month with your logo appearing if supplied. If there is a specific community group or initiative you'd like to support we can make sure your sponsorship is featured on related content for a one off payment of £50 plus VAT. All payments are made through a secure web site. |