Cartwright
Pickard

Developed for Arada London, 100 Avenue Road is a residential-led scheme that enhances design quality, sustainability, and long-term community value while responding carefully to its established urban context.

The building’s façades have been carefully redesigned to respond to the rich architectural context of Swiss Cottage and the Belsize Park Conservation Area. High-quality brickwork, curved corners, and articulated balconies reference the nearby Art Deco landmark opposite and the civic presence of Swiss Cottage Library, creating a contemporary building rooted in its context.

The scheme provides 237 new homes, including 70 affordable units across social, affordable, and intermediate tenures, This uplift in social housing provision was achieved without increasing the building’s height, reflecting a disciplined approach to massing and internal optimisation. Sustainability and safety were embedded from the outset, with a net-zero carbon strategy, high-performance building fabric, enhanced ventilation, and the inclusion of a second staircase to strengthen resident safety and long-term resilience.

Public realm improvements form a key component of the scheme. Multifunctional green spaces, new play areas, seating, and tree planting reinforce connections to Swiss Cottage Open Space, while active ground-floor uses animate the street and strengthen the relationship between building and public realm. 

The scheme has now secured planning consent, marking a significant step forward in transforming this long-dormant site into a vibrant, sustainable, and contextually sensitive new neighbourhood.