The 2.72ha scheme will deliver houses and apartments around the site’s landmark 1930s Art Deco clock tower, with 35% of the homes affordable.

Architect Ayre Chamberlain Gaunt has designed the development to keep the locally listed tower as the centrepiece of the new neighbourhood.

Multi-storey wings either side will be demolished because of significant structural problems and replaced with five-storey apartment blocks.

The retained Art Deco building will be converted to provide 51 apartments, alongside 155 new apartments and townhouses.

Building heights will step up from two-storey homes along Parsonage Road to three-storey houses around a central boulevard and landscaped square.

The main clock tower building will rise to four storeys with a set-back upper floor, while the 24m-high tower will remain the tallest feature.

A tree-lined boulevard will run through the scheme towards landscaped space in front of the retained building.

Lovell’s project forms the first phase of a wider redevelopment of the former pharmaceuticals campus.

Muse is bringing forward a second phase on the eastern part of the site which would take the overall development to around 450 homes.

Its scheme is planned to deliver a further 244 homes, all affordable, supported by Homes England grant funding.

A separate planning application for the Muse phase is expected to be submitted.