Developer and architect Vabel has received planning approval for its ambitious Queensway Parade project in Westminster's Bayswater district, just one year after acquiring the 18,600-square-meter site. The approved scheme will transform the underutilized property at 114-150 Queensway into a mixed-use development featuring two connected seven-story buildings that will house residential units alongside office and retail spaces.
The new development replaces previous plans created by Foster + Partners for the site, which had been approved by the council in late 2023. The earlier scheme, known as "The William," was designed as a timber office and shopping-led development created in conjunction with Foster's renovation of the Grade II-listed Whiteley department store across the street. However, that office-driven plan utilized only one-fifth of the available plot for housing and was ultimately abandoned by the previous owners, estate investment management firm MARK, despite several revisions to adjust the massing of the proposed six-story block.
After purchasing the site, Vabel, which operates with a twelve-member in-house architecture team, stated its intention to enhance the existing planning consent by shifting the focus toward residential development. This approach aligns with both Westminster's local housing goals and London-wide objectives to increase the supply of affordable and private housing. The company's proposal includes 37 percent affordable housing, which Vabel claims exceeds both local and citywide policy requirements.
The planning application received 22 public comments through Westminster's planning portal, with objections primarily focusing on concerns about the size of the planned buildings and their potential impact on nearby conservation areas. However, the planning officers' report noted that the new design demonstrates "notably greater contextual awareness and mitigation than the 2023 scheme." The report also highlighted that the proposed building façade draws inspiration from the architectural character of mansion blocks found throughout the surrounding neighborhood.
Vabel co-founder Jeremy Spencer attributed the project's remarkably swift journey from application submission in May to approval last month to the company's integrated business model. "Because we are the contractor, we are the designer and architect, we are the owners, it puts us in a position to be very efficient and optimize every step of that decision-making process," Spencer explained. He emphasized that having both developers and architects present during council meetings enabled quick resolution of issues and immediate plan modifications to address feedback, eliminating the need to return to external companies for revisions.
Spencer identified time delays as one of the most significant challenges facing development projects. "Time is one of the biggest killers. Out of all the challenges we face, delays are often the most damaging from a commercial perspective," he stated. To finance the acquisition of this second Westminster site, Vabel secured a £30 million co-loan provided by OakNorth and ASK Partners, according to the Estates Gazette.
While acknowledging the substantial financial risks associated with Vabel's integrated approach as site owner and developer, Spencer noted that this combined architect-developer business model remains relatively uncommon in the industry. "It's very challenging," Spencer admitted, "but I think on a smaller scale there are people making it work." He described the financial exposure as significant but manageable given the company's expertise across multiple disciplines.
Vabel's other Westminster development project, a smaller but similar housing scheme located near the Queensway site, is nearing completion after beginning construction approximately one year ago from what Spencer described as "a hole in the ground." The company was originally established in 2009 as a collaboration between Spencer and co-founder Daniel Baliti, initially serving as a vehicle for creating bespoke housing projects on a relatively small scale. However, the firm has evolved to undertake significantly larger developments while maintaining its integrated approach.
Spencer characterized Vabel as a "small to middling enterprise" with a portfolio primarily consisting of low-rise apartment blocks containing fewer than 50 units each. The company plans to prioritize on-site construction of the Queensway Parade scheme once its other Westminster project reaches completion. The development will feature residential-led mixed-use programming designed to activate the street-level retail spaces while providing much-needed housing in one of London's most sought-after neighborhoods.
The project team includes Vabel as both architect and developer, with Turley serving as planning and heritage consultant, Semper providing fire consulting services, and Consibee handling structural and civil engineering. Additional consultants include Integration for energy and sustainability, Townshend for landscape design, SWECO for building control, Hayes Davidson for visualizations, and numerous other specialists covering acoustics, transportation, utilities management, and environmental assessments. The planning application has been filed under reference number 25/03223/FULL with the City of Westminster.
