St George’s House – Croydon


On 7th February, London architects EPR, won unanimous approval from Croydon Council’s planning committee to transform a disused office building – known locally as Nestlé Tower – into 288 residential apartments.

AVR1 verified views, delivered in advance of pre-application meetings, helped reach consensus on key parameters of the design. These were then complemented with a set of AVR 3s, which were presented side-by-side in the final application document. (Read about Accurate Verified View – AVR – Classifications).

The Landscape and Visual Impact Assessment (LVIA), taking guidance from the broader Croydon town centre redevelopment plan, identified a range of local, landmark and panoramic views.

The proposal to replace this popular local landmark meant the architect had to create a new icon for the Croydon skyline, as well as satisfy the council’s demands for quality.

Councillor Jason Perry, Cabinet member for planning, regeneration and transport, said: “Legal and General, and our planners have worked extremely hard and efficiently to bring this from proposal to approval in just a few months. It’s proof that Croydon is a place to do business.”


Client: Legal and General Property
Architect: EPR Architects
Planning Consultants: CBRE
Scope: Verified photomontage CGIs – AVR 1 and AVR 3
Planning Ward: Fairfield, Croydon
Status: Planning consent granted, February 2013