The building, already nicknamed the Cucumber, is the billionaire Iraqi-born brothers’ most recent project in a long list of buildings around the Paddington Basin site in London.
Officially named 1 Merchant Square, the 41-storey will include 222 flats, a 90 room boutique hotel and a public sky bar on the roof.
If approved, the building will be the 17th tallest building in London, and could be built by 2016.
European Land and Property, a joint venture between the Reubens’ firm Aldersgate and the Jarvis family trust Pearcroft, altered its planning application earlier this month to include the new tower.
The new Merchant Square scheme designed by Robin Partington Architects will front Paddington Basin and consist of four buildings providing 542 apartments, 20,000 sq m of offices and the new hotel.
The firm has finished most of its redevelopment work at Paddington Basin, which is now home to the head offices of Orange and Marks & Spencer, as well as the Paddington Walk apartments.