The 400,000 sq ft Holly House project has been designed by architect Simpson Haugh as a landmark building next to an elevated section of the M4.
It is estimated the project could cost around £125m to build over a four-year construction programme sustaining around 670 jobs each year.
It will provide 252 homes, with around 35% affordable, as well as 50,000 sq ft of office and shop space on its lower three levels. A three-level basement will provide parking while the public realm around the site will be improved.
The site occupies a very prominent position, at the intersection of the A4 Great West Road and the A406 North Circular.
Simpson Haugh has designed in six garden terraces each rising through three floors to create a green wall by the motoway before arriving at a roof terrace at level 23.
The façades principally comprise solid panels comprising a light green ceramic, coated with a glaze which fades in depth of colour as the building rises.
Developer: Starbones Ltd
Energy, Sustainability, fire engineering consultancy: SWECO
Cost consultant: RLB