DEVELOPERS are set to unveil plans for a thirty storey building near to Chiswick roundabout on the A4, which will dwarf the area's current tall buildings, and be shaped in the style of an oval lozenge, the Times can reveal.

Luxury housing developers Barratts have told the Times that they are to submit the redevelopment plans for the former Beechams HQ, Wallis House, on Friday of next week, and are planning a spectacular 30-storey lozenge as a gateway' style building.

The tower, which would dwarf other high rise blocks, such as the 22-storey blocks in Green Dragon Lane, and even the new 18-storey headquarters of the site's former owners, GlaxoSmithKline, who are now based further down the A4, would be placed roughly where the currently abandoned Westgate House stands - on the corner of Ealing Road, Brentford, and the A4.

The huge phallic-like building would be shaped in an aerodynamic squashed oval lozenge', which would make the prevailing South Westerly wind bend around it.

Aware of the battles residents have previously fought against high rise buildings - such as the celebrity campaign against the Pinnacle tower in Chiswick and the plans for the Scottish Widows site by Kew Bridge, the developers have told residents that the stylish lozenge' effect will only be viable if they are given permission for at least 24 storeys, and that if the council limit them to less than this, a less stylish blocky' design would be implemented.

Michael Parker, of the Brentford Community Council, commended Barratts for consulting them, but added: "From the plans presented it seemed that the residential aspects of the scheme were not in the main overly massive and took reasonable account of public space. However, the committee was concerned that the density of 1,040 living units on five hectares is well above the new London Plan Guidelines.

"The meeting expressed serious reservations about the proposal for a 30 storey tower on the north-western corner, and Barratt's view that a building taller than any other in the area would somehow be contributing to the rhythm of heights' along the Great West Road was met with considerable scepticism.

"As was their comment that a tower restricted to 24 storeys or less would oblige Barratts to apply an inferior blocky' design."

The lozenge, if built, will house mainly residential apartments, though bottom floors could be commercial. The listed International House, built by the famed architect Wallis, also on the site, is likely to become a hotel.