London Road Croydon
Working for London Hotel Group, Studio Moren developed a masterplan for the redevelopment of 585 – 603 London Road: a new hospitality hub with a high quality contemporary design, sympathetic and responsive to its neighbourhood.
The proposal includes a mixed use development comprising a 435 room hotel and 158 room aparthotel with dining, conference and leisure facilities and landscaped public realm space.
The proposed masterplan was positively received by local residents and plans were granted unanimous approval by the local council in May 2017.
The client’s aspiration was for an ambitious development to replace its three existing hotels on the site which have become outdated and are of varying standards and conditions. The three hotels consist of 256 guest rooms in total, which is an inefficient use of the space and management resources on the site.
With three separate entrances, the existing hotels lack a unified sense of arrival and place. Existing road frontage car parking makes for unwelcoming buffer zones between visitors and locals and the hotels and multiple traffic crossovers on a main road.
The client asked for unified buildings with an active, streamlined frontage for locals and visitors and a better traffic management strategy to allow seamless guest and servicing circulation while relieving the local roads of parking stress.
The redevelopment proposal consists of 435 hotel rooms and 158 aparthotel rooms with blocks ranging from 3 to 4 storeys. Framing elements, balconies and setbacks at top floors have been introduced to provide architectural articulation to each block, whilst a varied roofscape reflects the rhythm of the Victorian properties in the area.
148 extra car parking available to visitors to the adjacent mosque relieve the car parking stress to the local area during prayer times and removal of London Road frontage car parking reduces vehicle cross over. Staff and visitors to the nearby Croydon University hospital benefit from convenient accommodation and an out-of-hours restaurant.
"Looking back at the first sketch, it has been an exciting journey with LHG and the design team to arrive at a planning consented scheme that we are really proud of. The architecture is bold, punchy and complementary to the urban scale and context. We are also pleased with the public realm spaces that create a socially inclusive and inviting setting along London Road."
This high quality contemporary development improves the building stock along London Road, and new landscaped areas including a piazza, outdoor cafe terrace and landscaped zones along the road create a welcoming public realm to be enjoyed by both hotel guests and locals.
- Client
- London Hotel Group
- Location
- London, United Kingdom
- Status
- Planning secured 2017
- Uses
- Hotel & Aparthotel
- Size
- 435 & 158 keys
- Visuals
- ESTUDIO A2T