James Gorst Architects has released these designs to replace a derelict west London pub with an apartment block.
The practice, better known for its country homes, has decided to alter part of London's cityscape with a residential development that will offer penthouse and intermediate apartments.
The site, just north of the highly fashionable Portobello Road, is described by the practice as being the last 'forgotten pocket of London's desirable W10'.
A spokesman for the firm said: 'The client is a theatre impresario who has used the old pub as a rehearsal space but now wants to move on, and to build something of note that will act as a catalyst for regeneration of this neglected corner of W10.'
Planning consent has been secured for the demolition of the pub, and there is also permission to build a block of 10 apartments, but Gorst claims the designs are 'very poor'.
The firm's replacement designs also offer 10 apartments, but add a partial top floor, providing double-height penthouse units with roof gardens.
The new designs also use balconies, which vary in depth and are designed to give life to the public spaces they front.
The scheme intends to use a concrete frame faced in black-glazed bricks, with timber balconies.
The project is currently awaiting planning consent. by Richard Vaughan