Reef Estates has submitted a planning application to redevelop the “Ugly Brown Building” in Camden, NW1. The site is currently the global headquarters of fashion chain Ted Baker.
Reef Estates plans to demolish the 280,000 sq ft, four-storey building, which also houses a Verizon data centre and largely vacant office space, and replace it with a mixed-use development of six buildings, anchored by a new and extended Ted Baker global headquarters, along with a Ted Baker-branded hotel.
The 87-bedroom boutique hotel will have an associated bar and restaurant, with the new headquarters above. The Ted Baker office will have circa 1,200 desks, double the existing space on site.
More than 600,000 sq ft of offices are planned, including the space to be taken by Ted Baker. Sixty-nine homes are also proposed, with 35% affordable.
In addition, 70,000 sq ft of self-storage is planned for a new two-storey basement level, in a similar move to Access Self Storage’s recent plans.
The plans will open up the 2.8-acre site with new public open space and pedestrian routes across the site and alongside the Regent’s Canal.
The scheme will be built out in three phases, with Ted Baker temporarily relocating to the first phase of development while its new building is built in phase two.
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