Victoria Road, North Acton

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Verified Views (AVRs) & Architectural Visualisation Supporting Planning Approval for High-Density Urban Development
Our Studio is a UK-based architectural visualisation studio specialising in planning CGI and Verified Views (AVRs) for large-scale residential and student accommodation schemes. For Victoria Road in North Acton, we were commissioned by Downing to deliver a comprehensive visualisation package that supported the successful planning approval of this landmark high-rise development.
Working alongside architects SimpsonHaugh and landscape consultants SLR Consulting, our Verified Views and marketing CGI were developed to communicate the scale, design intent, and urban impact of the proposals to the Old Oak and Park Royal Development Corporation and wider stakeholders, forming a key part of the planning submission.

Visualising a High-Density Mixed-Use Scheme
Located within the North Acton Town Centre Cluster Masterplan, the development will transform a 2,235 sqm site into a high-density, mixed-use scheme delivering 668 units across two towers.
The proposals include a 31-storey Purpose-Built Student Accommodation (PBSA) building providing 609 student bedrooms, alongside a 17-storey Build-to-Rent (BTR) residential tower delivering 59 homes, with 35% affordable housing provision. The scheme also incorporates commercial and retail space, high-quality external amenity areas, and a car-free design approach aligned with sustainable transport objectives.
For developments of this scale, architectural visualisation is essential in demonstrating how proposals integrate within an evolving urban context. Our Studio’s planning CGI and Verified Views ensured that massing, townscape impact, and key views were accurately represented in line with planning requirements.

Verified Views for Planning and Urban Impact Assessment
Our Verified Views (AVRs) were produced to meet rigorous planning standards, providing accurate and verifiable representations of how the proposed towers—designed by SimpsonHaugh—will sit within the North Acton skyline. These visuals supported detailed assessment by planning officers and consultees, enabling informed decision-making throughout the approval process.
Alongside the technical planning visuals, our marketing CGI translated the architectural and landscape proposals into accessible, engaging imagery—helping to communicate the wider vision for the development to stakeholders and the public.

Communicating Sustainability and Design Quality
Sustainability is a key component of the scheme, targeting a 48.5% on-site carbon reduction through the use of air source heat pumps and integrated photovoltaic panels. The PBSA building is designed to achieve a BREEAM Excellent rating, with both towers exceeding London Plan CO₂ reduction targets and offering future connection to a district heat network.
Our architectural visualisation played an important role in communicating these strategies, illustrating how high-density development can be delivered alongside high-quality public realm and amenity provision, including podium courtyards, rooftop terraces, and landscaped spaces developed in collaboration with SLR Consulting.

Architectural Visualisation for Planning Success in London
Projects such as Victoria Road highlight the importance of planning CGI and Verified Views in supporting successful planning outcomes for complex urban developments. Our Studio’s visualisation work ensures that proposals are presented with clarity, accuracy, and confidence—reducing planning risk and strengthening the overall submission.
Planning permission has now been secured, marking a key milestone in the delivery of this major North Acton regeneration scheme.

Services delivered: Verified Views (AVRs) · Planning CGI · Marketing CGI · Architectural Visualisation

Project team: Downing · SimpsonHaugh · SLR Consulting and Rolfe Judd

Location
Acton, London