Paddington is set to get the London Bridge treatment in the shape of a timely regeneration masterminded by an acclaimed architect and a successful property developer.
The duo, comprising Renzo Piano and Irvine Sellar, are already reaping the rewards of their work South of the river, where they successfully masterminded the addition of The Shard to the London skyline - the single biggest catalyst for London Bridge's rebirth as a desirable destination to live, work and socialise.
The pair has now moved on to Paddington - an area they feel has been overlooked, despite its West End location. Of course, there are some beautiful streets, mews houses and period architecture already in Paddington but the station's immediate vicinity is set for a welcome boost, propelled by a £775 million injection of investment from two Singaporean companies.
Paddington's new aesthetic will revolve around The Cube - a 14-storey office building designed by Piano. The structure will appear to float above the ground and will be clad in a shimmering, crystalline material to reflect the grand architecture of Isambard Kingdom Brunel's Paddington station.
As well as visually reimagining the area, The Cube will provide new job opportunities and attract further investment to Paddington, providing uplift for property owners across W2.
Mr Sellar and his son James are responsible for a £775 million regeneration of the area, having won approval from Westminster council in December. The site is owned by a joint venture of two Singaporean companies, which bought it from Royal Mail for £111 million in 2014.