PRP gets green light for Imperial Street Phase 3 in East London

By PRP – 31 July 2020

Planning permission for the final phase of the Imperial Street mixed-use development in Bromley-by-Bow, East London has received unanimous approval at the London Legacy Development Corporation (LLDC) Planning Decisions Committee on Tuesday 23 June. The scheme designed by PRP for The Guinness Partnership will see the creation of 321 homes, 50% of which will be affordable, as well as a range of commercial, retail and leisure spaces. The development includes pandemic-resilient design.

Located next to the River Lea and the historic Three Mills Conservation area, Imperial Street will create a vibrant, accessible and affordable neighbourhood at the heart of the GLA’s Stratford Opportunity Area. The development will connect the Olympic Park to the City and Stratford through a new east-west route for pedestrians and cyclist, and through a new junction to the A12.

The PRP design includes 321 much-needed homes ranging from one-bedroom flats to three-bedroom homes for families. All have been designed to maximise daylight and access to the amenities through shared communal yards, terraces and balconies. The latter have been designed to enable residents to socialise with others from the safety of their homes. A series of new community spaces which includes a 1,031 sqm riverside park and a 1,040 sqm residential park have been integrated to the design to create a strong sense of community and place.

Through innovative thinking, PRP has been able to increase the number of homes previously set to be delivered by 26 per cent. This was achieved in part through the reconfiguration of the massing strategy to maximise the site’s potential whilst optimising orientation and location; and in other parts through the removal of unused large storage areas from the buildings. This also enabled the creation of ‘bike sheds’ as a nod to the industrial heritage of the wider site.

The design language for Imperial Street takes cues from the area’s rich industrial heritage. The colour palette, the brick fluting details, the gold staggered railings and balustrade used on the residential blocks draws parallels to the characterful natural reeds found in the River Lea and the wider neighbourhood. For the architecture and public realm, the use of simple hard-wearing materials and engineered solutions to changes in level create a language of simplicity and durability.

PRP also included pandemic-resilient designs as part of the masterplan to safeguard the health and safety of future residents and the wider community. Central lifts, two stair cores per building and generous lobbies have been introduced to minimise internal circulation and walking distances. Corridors have been expanded to a minimum of 1.5m wide and include further recesses at flat entrances in order to provide a 2m passing space. New housing typologies that include desk spaces in all bedrooms have also been introduced to cater for home-working and self-isolation.

Richard Harvey, Partner at PRP comments: “It’s extremely satisfying to see a project we’ve been working on since July 2018 reach this significant stage. The development at Imperial Street has been designed in collaboration with the LLDC to create a strong sense of identity and break down social barriers through the language of the materials, creating inclusive and beautiful places that can be enjoyed by all whilst providing opportunities for local businesses with flexible commercial spaces. We look forward to continuing to work closely with The Guinness Partnership and Tower Hamlet Council and the local community on this fantastic project for the wider Bromley-by-Bow area.”

Linda Robinson, Development Director South at Guinness said: “We are incredibly proud of our development at Bromley-by-Bow. 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 homes at its centre. The carefully designed public realm will provide a safe, inclusive neighbourhood linked to the existing surroundings and with access to a new square and public play facilities.”

Danescroft have been retained as Development Managers, having been involved with the site since 2014, and are working closely with Guinness, the wider design team and the LLDC across all three phases of the development. Turleys are the planning consultants across the project.


Notes to editor

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About PRP

PRP is a long-established architectural firm with over 100 awards to its name. An interdisciplinary practice, PRP offers a full range of design and building services including masterplanning, urban design, landscape and development consultancy.

Few know as much about housing design and urban regeneration as PRP. With over 55 years’ experience to draw on, PRP has established an exemplary track record in the design and delivery of homes and places of varying scale, complexity and diversity. PRP employs more than 250 staff across its London, Manchester and Surrey studios.