101 George Street

Croydon’s Ambitious Development Plans Boosted by Unanimous Approval for 101 George Street Towers

Croydon Planning Committee recommended by unanimous approval the granting of planning permission for a residential tower scheme at the former Essex House site on George Street.

Acting as development managers for the new owners Fairfield Ltd, Terrace Hill Plc (Urban & Civic) have orchestrated a new scheme for the site which was sold to Fairfield in early 2014 with planning permission granted in place for an 205,000 sq ft office scheme.

Having bought the 0.5 acre site in 2006 from Morley Fund Management, the developer had in particular been targeting major Croydon occupier AIG for its long-running requirement in the town however Croydon council’s strong encouragement the conversion of offices into homes as it seeks to deal with the glut of outdated 1960s offices in the town provided an incentive for a residential redesign that will deliver 305 residential units, 4 commercial units, a gym and a striking addition to the Croydon skyline.

The site has been familiar to us for a number of years. Back in 2009 we were commissioned by Terrace Hill to visualise plans for their 258,000 sq ft, 17-storey office scheme – ‘Chroma’ – producing CGIs, animation and branding.

Working alongside planning consultants Rolfe Judd and architects PRP, we used our experience of Croydon planning requirements to propose and agree appropriate viewpoints, gather information about and model consented schemes in the town centre and deliver a verified document containing 19 accurate visual representations (AVRs) with viewpoints from throughout Croydon and the wider area. We were also commissioned to produce marketing CGIs.

A spokesman for Fairfield Ltd said: “We are absolutely delighted that Croydon planning committee has unanimously voted to approve this application, which will bring a vacant site back into use. 

“The scheme is exceptionally designed, both in terms of the look of the two buildings and the quality of the homes that will be built.

“The development of 101 George Street will deliver much-needed homes to the area and bring vibrancy and life to this area of East Croydon.”


Client: Fairfield Limited
Architects: PRP Architects
Planning Consultants: Rolfe Judd Planning
Landscape Consultants: PRP Architects
Scope: Verified photomontage CGIs – AVR 1/3 and non-verified CGI
Planning Ward: Fairfield, Croydon
Status: Recommended