The building sits on a corner in the heart of the South Shoreditch Conservation Area. By occupying a once empty site, it restores the scale of the street- scape by matching the height of the local Victorian warehouses. On approach the building is principally seen from an oblique angle due to the narrow widths of the surrounding streets. Recognising this the facade changes in depth across the storeys, from the flushed glazed commercial floors to the deep reveals of the residential upper storeys.

Each design and construction decision was underpinned by the desire to minimise the building's impact on the environment. The hollow- core CobiaxDeck system in the concrete slab is a lightweight, fast and inexpensive method of reducing the dead weight of buildings. Decreasing the amount of concrete used in the frame construction by over a third has significant environmental benefits. Furthermore, the architecture deliberately makes optimum use of all available natural light and cross ventilation. The building on Phipp Street has two accessible green roof terraces, a brown roof, a myriad of solar energy technologies and very high levels of insulation.