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Camden News - by DAN CARRIER
Published: 15 January 2009

Artist’s impression of the Sainsbury’s headquarters planned for King’s Cross

Store’s offices HQ labelled ‘bleak’ house

First glimpse of new King’s Cross dismissed as ‘unwelcoming and faceless’

IN the minds of conservation groups it looks “bleak and unwelcoming” but this is one of the first office blocks likely to be part of the giant redevelopment of the King’s Cross railwaylands.
The 12-storey building will be the new office headquarters of supermarket Sainsbury’s.
A planning application to be considered at the Town Hall tonight (Thursday) is one of the first for the 67-acre site since the overall revamp of the area was approved more than two years ago.
But members of the King’s Cross Development Forum have warned that the new building, despite its prominence on the site, is faceless and will dominate the skyline. Forum chairman Geoffrey Roper said: “We do not think it is appropriate for a company’s headquarters. Where is the front? It does not present itself to the public.”
He felt that the pavements would be too small. “They are very narrow, especially when you add the street furniture,” said Mr Roper.
Developer Argent is overseeing the construction of new homes, open spaces and offices, due to start this year.
Although the names of the new streets in King’s Cross have yet to be confirmed, Sainsbury’s HQ has been given an address of “East Street”. Angela Inglis, a forum member, said: “It is extremely boring. Surely there are people it could be named after?”
The criticisms have been backed by other groups. King’s Cross Conservation Area Advisory Committee warned that the block is bulky and “fights” with neighbouring buildings.
“The architectural styling has relentless discipline across facades, with limited variety and little grace or humour. East Street will be particularly bleak and unwelcoming,” the committee said in a statement.
Argent managing director Roger Madelin said: “New buildings often look out of place, and initially they are. But they will not be when surrounding buildings are developed.”
The street names were merely working titles, he added.

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