Today marks the end of an era.

The building site where 187-199 West End Lane stood must, I think, be now known as West Hampstead Square. The marketing suite is being dropped into place, and the development’s website whsquare.com is live so you can register your interest in the flats. No word on pricing yet, but when you register your interest, the site asks which price bracket you are interested in in increments of £250k with a £1m+ option.

The images on the website thus far focus much more on the square element of the development and less on the enormo-tower blocks behind.

And here’s what it looked like at around 10.45 this morning

Initial reaction on Twitter was mixed