15 May 2023


Telford Homes, one of London’s leading residential and mixed-use developers, has marked the latest construction milestone at The Perfume Factory, its redevelopment of an iconic west London factory site once owned by Elizabeth Arden.

The Perfume Factory, located on Wales Farm Road in North Acton, west London, will provide 376 apartments across three residential towers comprising 12, 16 and 25 storeys, featuring a mix of tenures including 238 private build to rent (BTR) and 138 affordable housing homes, as well as featuring 1,403 sqm of ground floor and mezzanine level commercial space. The project, designed by Darling Associates Ltd., is situated on a 1.1-acre plot, is expected to be complete by the end of 2024.

Realstar, through its BTR joint venture with QuadReal, is forward funding the entirety of the BTR units, which will be known as UNCLE Acton. The scheme is designed with the intention of offering future residents exceptional lifestyle facilities, in line with UNCLE’s mission to take the ‘lord’ out of being a landlord. The scheme will also benefit from a range of features to ensure the building can be operated as efficiently and sustainably as possible, including air source heat pumps to deliver low carbon heating and hot water. Notting Hill Genesis will deliver the much-needed affordable homes in the area.

A topping out ceremony was held on Thursday 11th May to celebrate the completion of the highest point of the development. To mark the occasion, the team ceremoniously laid the final shovel of cement to signify the completion of the tower. The Perfume Factory project was previously home to a factory owned by Elizabeth Arden and designed by Wallis Gilbert & Partners in 1939, which produced the iconic fragrance 'Red Door.' To honour the site's history, a sculpture of a red door will be a prominent feature within the development.

The project has created opportunities for local apprentices to work with sub-contractors such as IMEX Electrical & Mechanical Plumbing, Lee Marley Brickworks and Scaffolding, EAG Façade specialist, Focus Logistics and Gypcraft Dryliner, with approximately 10% of the workforce being Ealing residents. Getjar Framework and LTC Tower Cranes also assisted on the development. In addition, the site team have donated food to The Felix Project and City Harvest, and toys to The Salvation Army.

The Perfume Factory project has achieved a Considerate Constructor Scheme score of 45/45, demonstrating Telford Homes' commitment to high standards of safety, environmental responsibility, and engagement with the local community. The project also aims to achieve a BREEAM Excellent rating. In terms of sustainability, The Perfume Factory utilises a leading-edge strategic energy approach incorporating passive design and energy efficiency measures, an onsite communal heating network via air source heat pumps and photovoltaic panels resulting in an anticipated CO2 improvement of 46.06 per cent beyond Part L 2013.

Vigi Arumugam, Project Manager at Telford Homes, said: "This milestone reflects the hard work and dedication of the entire team, including our sub-contractors and partners. The Perfume Factory is a unique development that will provide much-needed housing and commercial space in Acton while also honouring the history of the site. The inclusion of the red door sculpture is a fitting tribute to the site’s past and a celebration of this corner of west London."

Yvonne Wright, Senior Project Manager at Notting Hill Genesis, said: "We are proud to be partnering with Telford Homes on another first-class development: The Perfume Factory. This scheme will deliver much-needed affordable housing in the area with amenities that will be enjoyed by residents and the wider community. We look forward to continuing our partnership with Telford Homes and delivering high-quality new homes for Londoners."