This 2.1 acre site by St. Modwen Developments for Sterling Pharmaceuticals, will see the regeneration of derelict land that acts as the significant entrance to the Longbridge West Works Site. The scale and massing of the proposal provides a strong distinct building on the A38. Its location and presence is a key landmark building on the corner entrance to the Regional Investment Site. The massing achieves the appearance of two blocks: one submissive to the other. The submissive secondary block is set lower in height and uses its colour and cladding to offset the front block. The dominant front block uses height and cladding to achieve a sense of arrival and presence.The site falls within the administrative area of Birmingham City Council and the Development Plan for the site comprises the Birmingham Development Plan which was adopted in 2017 and the Longbridge Area Action Plan which was adopted in 2009.
The Birmingham Development Plan identifies Longbridge under Policy GA10 and refers to an Area Action Plan being in place to secure the comprehensive regeneration of the former MG Rover Plant site, including some 1450 new homes, new employment and retail proposals, alongside other environmental improvements. The Area Action Plan was prepared directly in response to the closure of the MG Rover plant as a planning response to promote positive economic, environmental and social regeneration of the area. Within both plans this site is identified and allocated as part of a wider Regional Investment Site for Longbridge (BDP Policy TP18 and AAP Policy RIS1) which is to be the focus of knew high quality and high value employment developments to attract national and international investors, support Birmingham base companies and diversify the economy.
