Golden Mile Centenary

2025 marks 100 years since the Great West Road first cut through West London and the birth of what would become the Golden Mile, an important site for the production of consumer goods. Many of the art deco buildings such as the Coty Cosmetics factory, the Gillette Factory and the Pyrene Building, are grade II listed.

East were commissioned to lead the design and strategic thinking for the 4 km stretch of the A4 and M4, and the neighbourhoods and open spaces around it. We produced a site-wide strategy, linking together a series of interventions of which priority projects were identified and described in more detail. Set to be built over the next 15 years, the Golden Mile London plan is aiming to position this part of the capital as a leading creative and tech innovation district.

This strategy and accompanying economic work built a case for investment, which was approved by cabinet in January 2026. In March 2026 at MIPIM Hounslow council unveiled the £7.5bn masterplan to build up to 14,000 homes along a stretch of the Great West Road and has committed £1.15m to the programme for early priority works to kickstart delivery including a new innovation hub, greener streets and road improvements.