Crown Lane, Merton: Town Centre Hotel Redevelopment

Client: Ealing Grove Ltd

Architects: Studio Moren

Description of Development: Section 73 application to optimise an extant planning permission for a seven-storey hotel (Use Class C1) with ancillary uses, increasing the number of hotel rooms from 85 to 98.

Location: 18–22 Crown Lane, Morden, SM4 5BL

Project Overview: Morden Town Centre Redevelopment

The Crown Lane project delivers the optimisation of a consented hotel redevelopment within Morden Town Centre, replacing a vacant and underutilised commercial frontage with a contemporary, high-quality hotel scheme. The development supports Merton’s objectives for town centre regeneration, tourism growth and economic vitality in a highly accessible district centre location.

Maddox Planning advised on planning strategy, led pre-application engagement with London Borough of Merton, coordinated technical inputs and prepared the Section 73 application to refine the approved scheme. The amendments were designed to improve deliverability, guest accommodation quality and architectural detail while retaining full compliance with the development plan.

Key Issues Addressed

Design and Townscape: The proposals retain the scale, height and overall design approach of the 2024 consent, which established the acceptability of a seven-storey building in this town centre context. The refinements focus on improved internal layouts and enhanced architectural articulation, without increasing building height or extending beyond the established Crown Lane frontage. High-quality brickwork, recessed panels and projecting header detailing provide visual interest, while the omission of green walls (required due to updated fire safety guidance) has been successfully mitigated through alternative material detailing. Officers confirmed that the scheme continues to deliver a well-considered, design-led town centre building.

Hotel Use and Economic Benefits: The optimised scheme delivers 98 hotel rooms, increasing capacity by 13 rooms while significantly improving accommodation quality. Average room sizes increase from approximately 15sqm to 19–20sqm, meeting operator requirements and delivering a higher standard of visitor accommodation. The hotel strengthens Morden’s visitor economy, supporting London Plan and Local Plan policies for tourism, employment and town centre vitality. The development will generate new jobs during construction and operation, increase footfall and support surrounding businesses along Crown Lane and within the wider town centre.

Neighbour Amenity and Environmental Considerations: Updated technical assessments confirm that the amended proposals do not result in unacceptable impacts on neighbouring occupiers. Privacy and overlooking are carefully managed through orientation, separation distances and integrated privacy screens, while daylight and sunlight levels remain compliant with BRE guidelines and comparable to the approved scheme. A pedestrian-level wind assessment confirms suitable conditions around the building, with design refinements improving comfort at the main entrance. Overall, the scheme preserves residential amenity within this dense urban context.

Transport, Accessibility and Sustainability: The site benefits from excellent public transport accessibility (PTAL 6a), within close proximity to Morden Underground Station and multiple bus routes. In line with London Plan policy, the scheme is effectively car-free, with an agreed on-street disabled parking bay secured in consultation with TfL and enhanced cycle parking provision. The development will achieve BREEAM ‘Very Good’ and incorporates a robust sustainability strategy, including energy efficiency measures, long-term energy monitoring and urban greening. An Urban Greening Factor of 0.45 exceeds policy targets, supported by biodiverse roofs, new street trees and landscaping improvements.

A Deliverable Hotel Scheme for Morden

The Crown Lane project demonstrates Maddox Planning’s expertise in optimising complex town centre developments through proactive engagement and robust planning strategy. By refining an extant consent, the scheme secures a deliverable, operator-led hotel development that enhances Morden Town Centre, supports economic growth and delivers a high-quality addition to the local built environment.

The operator led scheme enhances Morden Town Centre