The 10-acre, 1.5m sq ft mixed-use development, known as Brickfields, is planned for the former Dairy Crest site and will involve extensive demolition works.

The brick-built homes will be a mixture of affordable, shared ownership and private, with the exact proportions of each still to be decided.

The developer and partner Aviva Investors also plan to build 150,000 sq ft of offices, retail and community facilities.

The site is part of the mayor of London’s and Hammersmith and Fulham’s White City Opportunity Area, earmarked for regeneration.

To the north of the site Imperial College has gained planning for a mixed-use scheme including postgraduate student accommodation, academic space, a technology transfer hub, key worker and private residential and a hotel.

To the south Westfield own two sections of land, the southernmost site comprising the impressive Westfield London shopping centre and the Ariel Way Industrial Estate to the north currently being worked up for a planned mixed use extension.

Matthew Bonning-Snook of Helical Bar said: “We are extremely excited about our proposals for Brickfields.

“The Eric Parry design code for the masterplan uses a predominantly natural palette of brick and stone to create sustainable and attractive buildings which, alongside the public realm and amenities, will form a genuine new London community.”