Chelsea is set to welcome a striking new landmark as Darling Associates’ design for the redevelopment of 90 Sloane Avenue, on behalf of long-term local investor Tribeca Holdings, has been unanimously approved by the Royal Borough of Kensington and Chelsea’s planning committee.
Located at the prominent corner of Sloane Avenue, Draycott Avenue and Brompton Road,this bold new scheme will replace a dated 1960s block with a heritage-led development that promises to elevate the architectural quality and character of the Brompton Cross neighbourhood.
The approved plans include 24 beautifully designed apartments alongside an impressive 8,100 sq ft flagship retail space, specifically envisioned for a global luxury brand. The project will breathe new life into this key gateway site, reinforcing Brompton Cross as one of London’s most vibrant and exclusive destinations.
“Designing beside a celebrated landmark like the iconic Michelin Building required a meticulous and sensitive approach,” commented Rupert Calvert, Project Director at Darling Associates. “Our design complements the historic context while delivering an elegant, contemporary building that meets the highest sustainability standards.”
A Heritage-Led Vision for the Future
The scheme’s carefully sculpted façade and massing strategy thoughtfully respond to the conservation area and nearby listed buildings. Upper floors have been recessed to respect neighbouring architecture and preserve key views, ensuring the development integrates seamlessly into its historic surroundings.
At the heart of the project is a commitment to sustainability and future-focused living. The new building will be car-free, with generous cycle storage (42 spaces), ground-source heat pumps, and no on-site car parking, encouraging greener travel and boosting flood resilience.
Community and Urban Vitality
This is more than a new building, it’s an investment in the local community. The scheme includes a £250,000 contribution to local highways and crossings, over£1 million in Community Infrastructure Levy payments, and further commitments to carbon offsetting and public art initiatives.
The 24 new apartments will offer a mix of stylish one, two, and three-bedroom homes, each designed to the highest standard and crafted to appeal to discerning buyers who value both luxury and architectural integrity. Meanwhile,the ground floor retail unit will further cement Brompton Cross’s reputation as a high-end shopping and lifestyle destination, attracting a premium global tenant that will contribute to the area’s continued vitality.
A New Landmark for Chelsea
By blending heritage sensitivity with cutting-edge sustainability, 90 Sloane Avenue represents a confident and elegant new chapter for Brompton Cross. The project’s net zero whole-life carbon strategy — retaining 15% of the existing structure and achieving a 33% reduction in life cycle emissions over 60 years compared to the previous consented refurbishment — highlights a forward-thinking approach to urban regeneration.
Above all, the extensive community consultation from stakeholder letters and public drop-in sessions to a dedicated project website ensured strong support from local residents and businesses alike.
As Chelsea continues to evolve, this landmark development is set to reinforce its position as one of London’s most architecturally distinctive and desirable neighbourhoods. We look forward to watching 90 Sloane Avenue bring a new energy and refined elegance to the heart of Brompton Cross.
