Conran & Partners has unveiled this image of its first significant foray into Wales.
The architect is converting an existing 1960s 13-floor derelict building in on Newport Road in Cardiff into 167 apartments.
The scheme was approved in April and has just started on site. Construction is being undertaken by Welsh construction firm Midas Projects and is due to be completed in August 2006.
Conran architect Chris Vella said: 'We produced something in line with what the planners wanted - they didn't want a signature building.
'We kept it simple and closed, a hallmark of Conran & Partners. It will stand the test of time. Trying to incorporate so many apartments on such a restrictive site is a challenge in itself.'
Conran & Partners worked as concept architects on the project, with the Cardiff office of HMA Architects acting on the implementation side of the job.by Rob Sharp