Site allocation policy
North End Road
North End Road is a thoroughfare linking West Kensington and Fulham Broadway. The road's immediate surroundings include a mix of hotels, office blocks, residential properties, and the distinctive Clem Attlee Court estate. The council seeks the re-development of the southern portion of the road to support the regeneration of Fulham Town Centre, the enhancement of the historic street market, support the growth of existing and new businesses, and provide more homes for residents. Development proposals should:
a) support the vitality of Fulham Town Centre, by providing new town centre uses. Uses that are considered particularly suitable include retail, food and beverage, and workspace;
b) optimise capacity to provide new homes, community facilities, and associated infrastructure;
c) provide well designed active commercial and community ground-floor frontage, ensuring that this relates positively to the surrounding context and maximises natural surveillance to ensure community safety;
d) ensure proposals account for the relationship with North End Road Market and the needs of traders, including consideration of market facilities and provisions for stallholders. Applicants should liaise with the council at the earliest possible stage to ensure that proposals will not adversely impact the operation of the historic market.
e) enhance the existing public realm on North End Road to deliver an improved environment for pedestrians and cyclists, which is safe and accessible to all; and
f) ensure that building heights and massing are appropriate for the area and contributes positively to the surrounding townscape. Massing should step back from building edges on upper floors at this location to ensure maximum access to natural light.
Map - North End Road
Site description
3.92 North End Road forms the northern portion of Fulham Town Centre and takes the form of a busy High Street. The area is characterised by a variety of shops, restaurants, and pubs and is the location of the North End Road Market. The road's immediate surroundings include a mix of hotels, office blocks, residential properties, and the distinctive Clem Attlee Court estate. The council have undertaken improvement works in recent years to enhance the appeal of the area, including creating seating areas, street planting, improving market pitches, and installing new signage. The southern portion of the site allocation forms part of the Primary Shopping Frontage within Fulham Town Centre, and part of the site is within the Walham Green Conservation area and Walham Green Archaeological Priority Area.
Site allocation
3.93 The site allocation runs from the junction with Lillie Road in the north, following the road south to the junction with Walham Grove. The road is the location of the North End Road Market, which has operated six days a week since the 1880s. The market is an important local retail anchor that adds to the vibrancy of Fulham Town Centre and any future development should consider how it relates to the market. The council will seek to refuse any development that hinders or threatens the operation of the market. Applicants are encouraged to liaise with the council at the earliest available opportunity to ensure that proposals will be compatible with the continued operation of the market. New development should protect existing ground floor uses, and promote new uses that are complementary to the town centre where appropriate. Uses that are considered appropriate and compatible within the town centre include retail, food and beverage, and workspace uses.
3.94 New development in this location should be of the highest quality and should be optimised to provide new homes and employment space. The council will encourage new development on upper floors where this contributes positively to the surrounding townscape and is of an appropriate height and massing. Development should maximise the availability of natural light at street level and massing should step back from building edges on upper floors to increase the availability of natural light and avoid a 'tunnel' effect at ground level.
3.95 The council will continue to make improvements to the public realm along North End Road to ensure an attractive and high quality public space that is welcoming and accessible to all. New development will be expected to contribute toward this improved public realm by ensuring that the design of new developments include active ground-floor frontages that maximise natural surveillance for safety.