Hoover Building flats: furious backlash over plans to build tower block behind iconic west London Art Deco building

Plans have been submitted for a 305-home build to rent block on petrol station site.
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Tesco is facing an angry backlash against plans to build a 22-storey apartment block behind the Art Deco Hoover Building in Perivale, which campaigners say will “desecrate” the west London landmark.

The supermarket has agreed to sell a petrol station on land it owns to developer Amro Living, which has submitted plans to Ealing council for a 305-home “build-to-rent” development called The Wiltern.

However, more than 2,000 opponents of the proposal have signed a petition calling for it to be blocked to stop views of the Grade II*-listed former factory on the A40 being “ruined”.

According to the petition, “the proposed building is far too high and not at all in keeping with the local residential housing, which is mostly Thirties semi-detached housing”.

The petition also warns that the new scheme will put pressure on “already over-subscribed schools and doctors’ surgeries in Perivale” and says drivers will be forced to park in local residential streets.

Developer Amro insists the new apartment block will “breathe new life” into the area.

The planning application has attracted 322 objections from residents with only two comments in support.

An opposition group called “Perivale Residents Against High Rise” has called a public meeting tomorrow (Thursday) evening at the Ealing Central Sports Hall to discuss the proposal.

Campaigner Alex Nieora said: ”Perivale is a low rise area, there are very few buildings over four storeys. To get such a high tower in that location would be a desecration of probably England’s finest Art Deco building.”

The former Hoover factory’s main building opened in 1932 to a design by architects Wallis, Gilbert and partners. Its exotic detailing reflects an upsurge in interest in ancient Egypt at the time following the opening of Tutankhamun’s tomb in 1922 by British archaeologist Howard Carter. The building was sold in 1989 to Tesco, which built a supermarket behind it.

In its planning application Amro said: “the development will breathe new life into the site, currently occupied by a petrol station. The Wiltern aims to establish a new community, renting high quality, purpose-designed and well managed homes, with facilities of exceptional quality, stitched into the fabric of the surrounding neighbourhood.”

It also said it had altered the design “to avoid overlooking, overshadowing, and avoiding negative impact on the views from neighbouring buildings, in particular, the Hoover Building.”

A Tesco spokesperson said: “We’re working with Amro as they continue to progress through the planning process.”