Berkeley homes has exchanged on West End Green, NW6, to develop 600 homes with Westminster Council.
The site, a temporary car park, will be converted into a mixed-use site with 600 homes, offices, retail and community facilities.
Covering 2.6-acres, the site sits by the Edgware Road. The development will require a new planning application, which Berkeley says will be submitted by the end of the year with work expected to start in the summer of 2016.
JLL acted for the vendors.