150 The Broadway
Wimbledon
Welcome to our project website
Watkin Jones is bringing forward proposals for a residential-led, mixed use and community-oriented development at 150 The Broadway in Wimbledon Town Centre. The proposals would transform an underutilised office building into new homes alongside modern commercial spaces.
The site’s accessible and sustainable location presents a significant opportunity to deliver a new and modern development that meets the living and working needs of the town centre and local residents.
The development will deliver much-needed new homes, and support Wimbledon’s social and economic vitality by introducing new residents into the town centre, boosting footfall for local businesses and retaining employment space as part of a balanced mixed-use approach.
CGI of the proposed entrance
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The proposed development is located at 150 The Broadway, on the site of an under-utilised 1980s office building, at the junction with Stanley Road in Wimbledon Town Centre. It sits within a highly accessible and well-connected part of the town centre, only a 9-minute walk away from National Rail, District Line, Thameslink and Tramlink at Wimbledon Rail Station.
Site location
Site location area plan (click to enlarge)
Site history
The site has a rich cultural and architectural history that continues to inform the emerging design proposals. Formerly home to the Elite Cinema, later the ABC Cinema, it was a well-known local landmark until its closure in 1983 and demolition in 1985. This cinematic heritage has helped shape the design approach for the new proposals, inspiring subtle references within the proposed façade detailing and street-facing signage to acknowledge the site’s past.
The site has been owned and occupied by the Communications Workers Union since 1997.
Why the existing office building is no longer fit for purpose
The existing office building is no longer fit for purpose due to its size, age and poor sustainability performance. The site has been actively marketed since January 2025 in line with Local Plan Policy EC13.2, with both refurbished and unrefurbished options offered to the market, however there has been no interest from new occupiers.
Feedback and market research has shown that occupiers are seeking smaller, best-in-class and highly flexible workspace with strong amenity provision, requirements that the current building’s layout, condition and customer-facing circulation cannot accommodate. Combined with an oversupply of similar secondary offices and limited demand in this location, a more comprehensive redevelopment approach is required.
150 The Broadway sits within Wimbledon Town Centre in the London Borough of Merton, and the emerging proposals have been developed in accordance with national, regional and local planning policy.
The site sits within the area identified in the Future Wimbledon Supplementary Planning Document (SPD) where building heights of around 14 - 32 metres may be appropriate, subject to careful design and consideration of heritage and local amenity. Our proposals fall within this range, with the building reaching approximately 30 metres
Planning Context
About Watkin Jones
Watkin Jones is a UK developer and operator focused on residential-led projects, with particular expertise in purpose-built student accommodation, build-to-rent and co-living schemes. Established in 1791, the business has extensive experience delivering and managing large-scale developments across the country.