150 The Broadway
Wimbledon
The Vision
150 The Broadway is ideally located for low-carbon, town-centre living. Just nine minutes’ walk from Wimbledon Station and numerous bus routes, residents will be able to walk, cycle or use public transport for most daily journeys. Car parking will be limited to four accessible spaces to minimise local impacts.
In addition to the residential accommodation, new commercial premises will be created to further enliven the ground floor, set within new landscaping improvements to the public realm on the Broadway and Stanley Road. A new pedestrian crossing and cycle parking will be provided at the junction, with the servicing contained to rear of the building accessed off Stanley Road.
CGI of the proposal (click to enlarge)
Supporting local needs and economic growth
Watkin Jones’ proposals respond to a clear gap in Wimbledon’s housing offer: high-quality, professionally managed rental homes in a sustainable town centre location.
By bringing around 300 new residents into Wimbledon Town Centre, the development is expected to generate approximately £5.4 million in annual local spending, supporting shops, cafés, restaurants and cultural venues.
The project will create approximately 70 new on-site operational jobs within the residential management and commercial floor space. In addition, Watkin Jones expects to support six local apprentices, trainees or graduates during construction, also working alongside local education institutions.
How the building will work
The building has been carefully arranged into different zones to make everyday life easy, comfortable and sociable. From the moment you arrive, each space has a clear purpose.
Zone 1: Reception and entrance
Residents and visitors would enter at the corner of The Broadway and Stanley Road, with new public realm improvements that would create a more welcoming and greener street presence.
The ground floor would feel open and active, with flexible seating and commercial areas that can adapt throughout the day.
Residents welcomed with concierge and access to lounge and work space. (click to enlarge)
Zone 2: Co-working lounge
We are proposing a new commercial space that will bring activity and opportunity to the wider community. We are exploring a range of potential uses, including co-working spaces, as well as other town centre commercial uses that could serve local businesses, entrepreneurs and the wider community.
The aim is to create an active, welcoming frontage that encourages footfall and adds to the vibrancy of Wimbledon Town Centre throughout the day.
Co-working and lounge spaces available for residents at street level, to relax or enjoy a welcoming space while working from home. (click to enlarge)
Zone 3: Bar and games, gym
This zone will focus on residents' physical and mental health. Features may include a gym, yoga studio, and cinema room, all included within the rent. The aim is to make healthy, social living convenient and accessible.
The gym, bar and games area will be set at the rear of the ground floor, offering high quality amenities on site.
Shared kitchens and dining areas would provide space for residents to cook and eat together, alongside private dining rooms for hosting friends.
A rooftop terrace would offer outdoor space above the town centre, designed with planting and screening to respect neighbouring buildings while creating a calm place to gather.
Zone 4: Private dining, shared kitchen
Small and large communal spaces will be offered throughout the building for residents to enjoy.
From the first to eighth floors, residents would have their own private studio.
Each studio is around 20m² in size and makes smart use of space, offering privacy while being part of a wider community.
The layout typically incorporates a sleeping area, a private en-suite shower room and a kitchenette. A small social space allows for individual relaxation or entertaining.
Zone 5: Private studios
Led by our experience and GLA policy, the proposals feature a variety of studio types and layout options. Each studio has been carefully designed to create defined zones for sleeping, eating, working, relaxing and storage. Offering ample space for comfortable living that meet the needs of an individual)
Shared amenities
The building includes a generous mix of shared spaces, designed to make everyday life easier and more social. Residents will have access to a range of indoor and outdoor areas, including:
Co-working space at ground floor level, with desks, meeting rooms and quieter areas for focused work.
Shared kitchens, lounges and dining areas where residents can cook, relax and spend time together.
A gym for everyday exercise and wellbeing.
Outdoor terraces, including a rooftop space for fresh air and informal gatherings.
Example of a studio
150 The Broadway has been carefully designed to respond to its surroundings at the corner of The Broadway and Stanley Road. The façade will be broken into distinct elements to reflect Wimbledon’s town centre built environment and limit the appearance of a single block. Setbacks and varied detailing will reduce visual impact and create a more refined streetscape presence.
Materials will draw from Wimbledon’s distinct local character, including red and buff brick with red and beige metal detailing. Decorative elements, such as the perforated panels, will pay tribute to the site’s cinematic heritage, formerly home to the Elite and ABC cinemas. The widened public realm is designed to support the high street environment whilst also creating a welcoming residential entrance and invite commercial ‘front door’ with potential external seating.
Building design, composition and character
CGI of the proposed building entrance Click to enlarge
Sustainability
Sustainability has been built into the proposals from the outset. The development will be car-free (with Blue Badge spaces only), encouraging walking, cycling and public transport use in this highly connected town centre location. Green roofs and planting will enhance biodiversity, and the scheme is targeting at least a 10% biodiversity net gain.
The building will follow a “fabric-first” approach, meaning it is designed to reduce energy demand through high levels of insulation and efficient systems. Low-carbon heating, sustainable drainage and water-efficient fittings will also be included.
The commercial space will be designed to target an ‘Excellent’ BREEAM (Building Research Establishment Environmental Assessment Method) rating, demonstrating high environmental performance in areas such as energy use, materials, health and well-being, and long-term sustainability.
What is co-living?
Co-living is a form of purpose-built shared living for single-person households. Each resident has a private en-suite studio with their own kitchenette.
In addition, they share a wide range of high-quality communal spaces including kitchens, lounges, dining rooms, gyms, co-working space, laundry rooms and roof terraces. The scheme is managed and serviced by a professional operator who handles all aspects of tenancy, security, maintenance and community engagement.
Unlike traditional houses of multiple occupation (HMOs) or flat shares, co-living provides a higher standard of living, offering a variety of amenities in a safe environment.
Co-living example images