If proof were needed that London’s ‘Golden Mile’ – aka the Great West Road – is on the up, it comes in the form of Urban Villa.

The apartment-hotel hybrid recently opened its doors on this Brentford strip, known for its cluster of Art Deco former factories. Sited in a cylindrical glass tower, the 100-suite ‘villa’ is designed by New York-based architects Grzywinski + Pons.

Each of the rooms, ranging between 350 and 486 sq ft, takes the form of a home, coming equipped with a kitchen, dining table, workstation and its own winter garden. Contemporary fine art prints from London-based gallery Lazarides Editions hang in the hotel’s public areas.

Urban Villa is the first venture from hospitality group NoHo, which will later open outposts in Shoreditch and Panama.

It sits within the Great West Quarter development, a 900-home scheme centred on the Art Deco Wallis House.

Such a westerly venture is a bold move for the fledgling hotel group. While the Golden Mile might be home to some of London’s finest industrial treasures, many now lie empty or in a bad state of repair.

But NoHo could be betting early on the area’s revival. With BSkyB expanding its media campus, the Golden Mile looks set to become one of London’s major broadcasting hubs.

‘The region has a significant shortage of boutique hotels and extended stay product,’ says Eric Jafari, managing director for Urban Villa’s parent company Union Hanover. ‘We are very much looking forward to being the social hub for local residents and corporates.’

We’ll be watching closely for ripple effects.