US hotel giant MCR is proposing to overhaul the Grade II-listed Fitzrovia tower, its podium and adjoining Howland Building, retaining 78% of the existing structures by volume.

Orms Architects is leading the design after taking over the project from Heatherwick Studio, which was originally appointed following MCR’s £275m purchase of the tower from BT Group in 2024.

The scheme would create hotel rooms across the complex, including bedrooms within the tower itself.

Levels seven to 23 of the tower would be converted to hotel accommodation, with four rooms arranged around the central core on each floor and a second staircase inserted within the service core to meet access and fire requirements.

At the top, the former revolving restaurant and viewing area would be brought back into public use as a 360-degree visitor attraction across floors 34 to 36.

The podium buildings would be extensively remodelled for further hotel rooms, restaurants, bars, retail and events space, with a new swimming pool built at roof level.

Swimming pool on roof of podium building

A new public square would also be created at the base of the tower alongside new pedestrian routes through the site.

The retrofit-first scheme will retain the main concrete structure, although the tower shaft façade is set to be replaced to improve environmental performance while maintaining its existing appearance.

MCR expects the project to support around 1,000 construction jobs at peak. Construction is targeted to start in 2029 ahead of opening in 2033.

The wider professional team includes Donald Insall Associates as heritage consultant and Edit as project development manager.

Howland Building, bulit in 1939 as the Museum Exchange, will be modified and extended upwards

MCR chairman and chief executive Tyler Morse said: “Our vision has always been to honour the BT Tower’s remarkable history while reimagining its future.

“Submitting our planning application is an exciting step towards reopening this landmark after almost 50 years, revitalising the area with new jobs and open space for Camden.”