Urban Splash has won planning consent to redevelop the landmark JCM Building on Edge Lane in Liverpool, formerly the Littlewoods Pools headquarters.
A hybrid, part-detailed, part-outline application for a £60m transformation was approved by Liverpool City Council two years after Urban Splash was selected as preferred developer on the site.
The detailed consent covers the art deco west wing, which will be retained and refitted with 276 apartments, surrounded by new parkland.
Outline consent was given to redevelop the less architecturally merited east wing. Talks are ongoing with a hotel operator which could lead to a 100-bedroom hotel on the eastern site. Otherwise offices, supported by retail and leisure space, are more likely. The detailed plans will be drawn up over the next year pending conclusion of the hotel talks and could include demolition of all or part of the east wing.
Liverpool Land Development Company, the organisation tasked with regenerating the gateway areas to the city, appointed Urban Splash as preferred developer for the site in 2005. The company's development director Rob Monaghan said: "The JCM Building is one of the city's iconic buildings and an important part of the Edge Lane Project. We wanted to ensure that this well-known landmark was brought back to life, something that will be achieved with the Urban Splash plans."
Built in 1938 by John and Cecil Moores to house their Pools business, the JCM Building is a classic example of the art deco "ocean-liner" style popular at the time. As the buildings sit on one of the highest points in Liverpool, they command unsurpassed views of Liverpool, the Wirral and the distant Welsh mountains.
Bill Maynard, managing director of Urban Splash, said: "The level of investment into this project reflects just how important this scheme is. Its transformation will have a huge impact on this area of Liverpool, not only bringing modern, diverse residential accommodation, but also a range of commercial facilities which will create over 600 jobs in this important regeneration area."