Regal to revive and enhance long-stalled 100 Avenue Road scheme

Regal has been granted planning permission for a revised scheme at 100 Avenue Road in Swiss Cottage, unlocking a site that has been long stalled. The site, on which the previous permission has been implemented, will now be brought back to life with a renewed focus on housing delivery, affordability, sustainability, and community benefit.

The revised plans retain the approved height and massing of the original scheme but improve it in critical ways. The number of homes has increased from 184 to 237, including 70 affordable homes, up from 36, equating to 36% of the scheme by unit and designed in tenures aligned with Camden’s most acute needs. This includes 36 homes at social and affordable rents and 34 intermediate homes, with 50 family-sized units overall.

Regal’s proposals also bring the development in line with modern fire safety standards, including a second staircase, as well as upgraded sustainability credentials, now featuring a gas-free, net-zero carbon approach. The façade has been redesigned using brick and textured materials to better reflect the conservation area context, with improved detailing and reduced glazing to minimise overheating and enhance energy efficiency.

The scheme introduces improved public realm and landscaping, including multifunctional open spaces, play areas, seating, and extensive tree planting, linking into and complementing the Council’s own Swiss Cottage Open Space works. A new community facility will also be delivered in partnership with long-standing local youth charity, The Winch, who have remained supportive throughout the process.

Regal became involved in the site in 2024 and submitted a Section 73 application to enhance the consented scheme. This followed extensive public consultation and pre-application engagement with officers, councillors, and community groups, including two design review panels and a Development Management Forum.

Steve Harrington, Planning Director at Regal, said:

“100 Avenue Road has long been a source of frustration for the local community. We’re proud to be unlocking the site and delivering a better scheme that reflects Camden’s current priorities — more affordable homes, stronger community infrastructure, and a greener, safer environment. We’re committed to working closely with local stakeholders as we bring the project forward.”

In addition to the uplift in affordable housing, the revised scheme secures increased financial contributions through Section 106 and CIL, supports local employment through construction and operation, and delivers better retail and commercial spaces at ground floor level. Servicing and construction logistics will follow established and previously endorsed routes, and a Construction Working Group will be reassembled to ensure continued local engagement throughout the build phase.

Regal will act as both developer and contractor and will manage the building once complete, providing long-term stewardship to ensure it remains an asset to the borough.

This next chapter at 100 Avenue Road marks a turning point for a prominent site in Swiss Cottage, finally delivering the homes, spaces, and connections that the area has waited too long to see realised.