L&Q has bought the Hyde, NW4, for £32.5m from Neat Developments and DTZ Investors.
It will build out the £100m residential scheme with its private construction arm Quadrant Construction.
The 3.6-acre site has consent for 386 homes, 308 of which will be for private sale, with the remainder affordable.
Work will begin this summer and completion is due in 2019.
The scheme, which is part of the wider regeneration of Edgware Road, also includes 15,000 sq ft of commercial space.
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