Ealing Approves 18-Storey Acton Tower with Zero Affordable Homes

Key Points

• An 18-storey mixed-use development at 8-10 Greenock Road in South Acton, West London, initially planned to include 43 affordable housing units out of 124 residential units, meeting Ealing Council’s typical 35% affordable housing requirement for new developments.​
• The developer requested to withdraw the affordable housing provision entirely, citing cost pressures and viability issues, arguing the project would not proceed otherwise.​
• Ealing Council has approved the change, allowing all homes to be for market sale, after a viability review persuaded the council to permit the modifications.
• In lieu of on-site affordable units, the council secured an additional £1 million payment from the developer, intended for off-site affordable housing provision.
• Original plans, approved in a planning committee meeting, included 36% affordable housing (60/40 split between London Affordable Rent and Shared Ownership), flexible industrial space (2,159 sqm), a café, and public realm improvements to Greenock Road such as a new one-way system, wider footpaths, street trees, and better lighting.
• The development exceeds the South Acton masterplan height limits (up to 18 storeys versus recommended 15), but was justified as a “one-off” due to public benefits like Greenock Road upgrades.
• Local objections focused on excessive height, impact on street character, loss of light and privacy to nearby Victorian homes on Temple and Weston Roads, and potential financial damage to property values.
• Objector Simon Harrison told the committee the height was too high, it would change the street’s character, and cause financial damage to residents.
• Developer representative Simon Toplis argued the development offers affordable housing, was carefully considered acceptable by officers, and complies with daylight guidance for nearby allotments.​
• Planning officer Joel Holland noted the building is three storeys over the 15-storey maximum, confirmed usable amenity spaces for children, a café or food space, and acceptable noise impacts per assessment.
• Councillors raised height concerns and lack of children’s space but praised the design and affordable housing promotion; approved 9-2 subject to Section 106 legal agreements and Mayor of London referral.
• Additional Section 106 contributions include nearly £1m for healthcare (£260,000), education (£230,000), leisure (£70,000), open space (£35,000), and children’s play spaces (£55,000).​
• The site is in a Locally Significant Industrial Site (LSIS), promoting co-location of industrial and residential uses under London Plan Policy E7, with car-free approach, cycle parking, and energy efficiency measures.​
• Neighbours on low-rise streets threatened to move, citing destruction of their living reasons; Cllr Jon Ball noted Greenock Road upgrades do not benefit those across railway tracks; Cllr Gregory Stafford suggested 12 storeys; Cllr Gareth Shaw and Cllr Yoel Gordon supported as one-off with good design.​

Acton (West London News) January 24, 2026 – An 18-storey development on Greenock Road in South Acton will deliver no affordable homes after Ealing Council approved the developer’s request to scrap the original 43-unit commitment, opting instead for a £1 million off-site contribution amid viability concerns.​

What Changed in the Affordable Housing Plans?

The project at 8-10 Greenock Road, known as the Soap Works site, was first approved with 124 residential units, of which 36%—equating to around 43 homes—were designated affordable, aligning with Ealing Council’s standard 35% policy threshold. This split favoured 60% London Affordable Rent and 40% Shared Ownership, as detailed in the planning documents. However, as reported in recent coverage, the unnamed developer sought to eliminate this entirely, claiming cost pressures rendered the scheme unviable without the change.

Ealing Council, after a viability review, agreed to the modification, allowing all units for private market sale. In exchange, the developer will pay an extra £1 million towards affordable housing elsewhere, a move the council deems sufficient to offset the loss. Reddit discussions highlighted the “cross-subsidy model,” where market-rate buyers typically fund affordable units, suggesting this adjustment avoids passing costs to private purchasers.

Why Did the Developer Request No Affordable Homes?

The developer argued that persistent cost pressures, likely including construction inflation and economic factors, made the original affordable housing offer unsustainable, threatening the project’s delivery. As per the MyLondon.news report, without full market-rate sales, the scheme “would not be viable to go ahead.” This echoes broader London development challenges, where viability assessments often lead to reduced affordable provisions under planning policies.​

In the initial approval phase, Simon Toplis, speaking for the applicant, emphasised to the planning committee that “the development offers affordable housing” and had been “carefully considered by officers which deemed it to be acceptable.” Yet, post-approval realities shifted this stance, prompting the variation request recently reviewed and accepted by the council.​

How Does This Affect Ealing Council’s 35% Target?

Ealing Council typically mandates at least 35% affordable housing in new schemes, a benchmark the original Greenock Road plans met. This revision means the development will miss that target completely on-site, relying on the £1m payment for off-site delivery. Planning officer Joel Holland had assured the committee of policy compliance in the initial mix, but the change marks a departure.

Councillors like Cllr Gareth Shaw noted reassurance that the height exceedance—and implicitly the overall scheme—was a “one-off to improve Greenock Road,” tying viability to public benefits. The council’s energy consultant backed the original scheme for CO2 reductions, but no updated viability details on affordable changes were publicly detailed beyond the payment.

What Were the Original Development Features?

Beyond housing, the site includes 2,159 sqm of flexible industrial space (Class E g(iii)/B2/B8), a café (Class E), off-street servicing, blue badge parking, cycle storage, landscaping, and amenity spaces usable for children’s play, as confirmed by Joel Holland. It promotes a car-free ethos with sustainable transport shifts and aligns with South Acton masterplan open space requirements, plus extras.

Public realm upgrades to Greenock Road—new one-way system, wider footpaths, street trees, lighting, defined loading/parking—were pivotal in justifying the height and scheme. The design draws on local industrial heritage, deemed high-quality despite ‘less than substantial harm’ to distant heritage views.

Who Objected and What Did They Say?

Local residents vehemently opposed the height, with Simon Harrison telling the committee: “the height of the development was too high,” “that the development would change the character of the street,” and “that the development would cause financial damage to residents living on the street.” Simon Harris (noted variably as Harrison in minutes) of Temple Road called it a “significant over-development,” affecting light/privacy across railway lines, potentially devaluing modest Victorian homes where residents have “put all their money into their houses.” Neighbours of 30 years planned to move, feeling it would

“completely destroy the whole reason why they lived there.”

Cllr Jon Ball argued Greenock Road benefits exclude those on Weston/Temple Roads; Cllr Gregory Stafford deemed 12 storeys “more appropriate.” Despite concerns over height (18/15/12 storeys vs. 15 max) and children’s space, the committee approved, praising design and affordability.

What Public Benefits Were Secured?

Section 106 agreements yield nearly £1m beyond the new affordable payment: £260,000 for healthcare, £230,000 for education, £70,000 for leisure, £35,000 for open space, £55,000 for children’s play, among others. Greenock Road adoption enhances accessibility/safety; noise/air quality assessments deem impacts acceptable; Agent of Change principle protects co-located industrial uses.

The site, in an isolated LSIS part, boosts modern industrial capacity per Council Plan, with cycle parking and energy measures (Lean/Green for CO2 cuts). ChiswickW4 coverage notes council persuasion post-viability review.

What Is the Broader Context in South Acton?

South Acton transitions from light industrial to mixed-use, near Chiswick High Street, Gunnersbury Park, with rising property values and TfL links (Overground/Underground walking distance). Initial plans faced 881 objections on height, space, affordability—overturned elements from taller proposals. Nearby, Bollo Lane eyes 900 homes (half affordable); One Portal Way clusters taller towers with third affordable.

Ealing’s wider plans target 25,000 homes, half affordable including 1,000 social rent, amid developer collapses like Henry Construction affecting borough sites. Reddit users critiqued cross-subsidy impacts on market homes.

When and How Was Initial Approval Granted?

Planning ref 231285FUL was granted post-committee (9-2 vote), subject to Section 106 completion and Mayor referral, as Joel Holland introduced: stepped 18-storey with industrial base, 124 units. Objectors like Harrison spoke; Toplis defended; concerns on height (Joel Holland: “marginal as three stories”) and allotments addressed via daylight.

ActonW3.com reported residents threatening moves, officer citing “significant public benefit” for height. No specific recent approval date for variation in sources, but post-2024 initial nod.

This decision underscores tensions between housing delivery, affordability mandates, and economic viability in West London’s evolving landscape, with Ealing balancing targets amid local pushback.