Residential Feasibility &
Development

Craftex was appointed to carry out a full feasibility study for the residential conversion of a prominently sited corner building in St John's Wood, Westminster. The building — a former private members club — stands within the St John's Wood Conservation Area, a few minutes from Regent's Park, Primrose Hill and the Metropolitan Line. The brief was to assess up to seven new apartments across four design options, each one balancing conservation area sensitivity, planning policy compliance and commercial viability. We managed the study end to end, from structural appraisal and space planning through to a full sustainability assessment.

The existing building comprises 458 m² of gross internal area across basement, ground, first and second floors — all previously used as a private members club and now in a state of disrepair. Floor-to-floor heights of 3.5 m at ground and 3.25 m at first floor exceed the London Plan minimum of 2.5 m, making all three upper levels suitable for high quality habitable accommodation. The feasibility study presents four clearly structured options, from minimal intervention — four apartments within the existing footprint — through to a roof extension plus basement conversion creating up to seven apartments across five storeys.

A design-led feasibility study for the conversion of a derelict corner building in St John's Wood into up to seven high quality residential apartments — four options developed, each tested against Westminster City Plan 2019–2040, the London Plan 2021 and the Conservation Area character appraisal.

A development within a Conservation Area requires both planning intelligence and design restraint. The study demonstrates that a fourth-floor mansard roof — consistent with neighbouring buildings already visible along the street — and basement windows with street-level railings are credible, policy-compliant additions. The sustainability appraisal, covering circular economy, passive design, energy strategy, fabric performance, wellbeing and water, establishes a clear ambition: a finished building that far outperforms the derelict structure it replaces, and is ready for integration with the future zero carbon grid.

Project Overview

A building restored to its full potential.

Discreet delivery, single point of contact.

The building occupies a prominent corner position at the intersection of
Allitsen Road and Charlbert Street within the St John's Wood Conservation
Area. Its surroundings are characterised by predominantly residential
buildings, varied street frontages and a mixture of historic architectural
styles.

The existing building retains a number of historic features, including
window detailing and external cornicing. However, the building was in a
state of disrepair, with several openings blocked up and elements of the
existing fabric requiring repair or further investigation.

The feasibility study identified an opportunity to restore and enhance the
existing character while improving the building's usability and creating new
residential accommodation.

Understanding the Existing Building

The site sits within the St John's Wood Conservation Area, requiring any external changes to respond sensitively to the surrounding townscape and historic character.

The feasibility study considered the Westminster City Plan 2019–2040, the London Plan 2021, the National Planning Policy Framework and the St John's Wood Conservation Area context.

The design approach focused on making effective use of an existing urban site while ensuring that proposed interventions responded to surrounding building heights, scale, materials, architectural proportions and local character.

Site & Planning Context

The existing building had undergone significant deterioration following the
closure of its previous use. Recent photographs showed poor condition
throughout much of the interior, highlighting the need for further surveys
and investigation before any option could progress.

The external masonry structure was considered generally stable and
serviceable in its overall form, although concerns remained regarding
historic alterations, deterioration and unverified support arrangements.

Further structural investigation was identified as necessary before
determining the suitability of proposed alterations, extensions or
refurbishment works.

Assessing the Existing Building