Built in 1981 by developer Greycoat for Prudential, the building features a mirrored glass facade, the first of its kind. The building forms part of a perimeter block which includes a public courtyard garden, housing, a pub and original street buildings.
The building has been identified in Camden Council’s draft Euston Area Plan for redevelopment. The plan is currently out for consultation (deadline 22.02.16). The site allocation states that the site is suitable for “mixed use (residential and commercial): permanent self-contained homes; employment; retail”. It says that the north west corner (on the corner with North Gower Street) may be suitable for a 75m high tower, which it anticipates would be residential.
The text says that a “retrofit first approach should be assessed”, although it is fairly clear that this would not meet the outcomes expected and that the building would be demolished.
This would have devastating impact on the residential square that lies behind the office building, Tolmers Square. The whole ensemble was designed by Renton Howard Wood Levin as a carefully considered whole.
Like the ‘redevelopment’ of Euston Tower on the opposite side of Hampstead Road, which will result in almost complete demolition, the ‘redevelopment’ of 250 Euston Road would result in a huge waste of resources and carbon dioxide emissions.
To make a response to consultation on Camden’s Euston Area Plan, please see below (Camden’s instructions). One of the reasons that it is not ‘compliant’ is that it fails to promote responsible action on the Climate and Ecological Emergency by promoting a demolition -led approach to redevelopment.
Representations
To find out more about the EAP Update and to view a copy of the document please visit the Euston Area Plan website.
When making representations on the EAP Update – Proposed Submission Draft, the following questions should be considered:
- Is the plan legally compliant?
- Does the plan comply with the ‘Duty to Cooperate’?
- Is the plan ‘sound’?
We would encourage all comments to be made using the representation form (pdf). Further guidance on how to make comments in relation to the points above is also provided.
Please note that comments submitted to the Council cannot be treated as confidential. All representations will be required to be made public along with the name of the person making the submission, and organisation (if applicable). All other personal information will be kept confidential. Copies of all comments received will be submitted, alongside the Euston Area Plan documents, to the Secretary of State for Communities and Local Government and must be made publicly available.
Representations can be submitted by:
- Email: eustonareaplan@camden.gov.uk
- Post: Euston Regeneration, 5 Pancras Square, London N1C 4AG
The closing date for representations is midnight on 22 February 2026.
climateemergencycamden.org 