White City, Hammersmith

A major step forward for White City

A major brownfield site opposite the former BBC Television Centre and adjacent to the Westfield shopping centre is being transformed into a new residential neighbourhood set in a five-acre public park. Stockwool were appointed for the detailed design and construction of the first two phases of the overall masterplan for White City Living as well as for all RIBA work stages of the development’s flagship marketing suite.

The masterplan, designed by Patel Taylor, included 1,814 new homes in a range of typologies and tenures, alongside extensive commercial floorspace and leisure facilities for residents including a gymnasium, swimming pool and cinema rooms. Located alongside White City Station and to the north of the Hammersmith and City line viaduct, it is a significant development site within the White City Opportunity Area.

Phase 1 of the development, comprising 411 private homes was completed in 2020 and provided the gym facilities for the entire future scheme, which were enlarged and enhanced during the build to provide for the increase in numbers across the development as the outline planning progressed. Phase 2, which completed in late 2022 and is now largely occupied comprises 427 affordable dwellings including 'Extra care' and 'Later Living' homes with associated communal and support facilities. 

Further to this - and working closely with the St James branding and marketing teams, we have designed the new marketing suite for this flagship scheme. It features a ‘meet and greet’ area, sales office and showcases a typical flat for pre-sales in advance of the completion of the initial development phase. The built concept was designed as an embodiment of the development’s ‘Live Bright’ brand and comprises a glass pavilion set in a reflecting pool and surrounding landscaping, which acts a beacon to draw visitors from the main road. The marketing suite is completed and open to the public.


Client St James Homes
Location White City, London, W12
Scope 406 new homes
Planning Architect Patel Taylor, (Stockwool for the Marketing Suite)
Delivery Architect Stockwool (Phases 1 and 2)
Images Morley von Sternberg