A vacant town centre site could be transformed into an 'iconic' 22-storey development, including a hotel and offices, it was announced today.

Station Road Dev Co Ltd has submitted plans for a £30m redevelopment of the former Norwich Union building at 29-35 Station Road.

The 'No.1 Reading' proposals would include a 135-room hotel, five floors of office space, a restaurant, and a retail unit on the ground floor.

Michael Tomkins, Station Road Dev Co Ltd development director, said: “The redevelopment of 29-35 Station Road provides an excellent opportunity to deliver a building of the highest quality

opposite the entrance to Reading railway station.

“It will complement both Thames Tower and the neighbouring Station Hill development. We are hugely excited about this significant opportunity and are committed to investing in Reading for the long term.

“We are looking forward to continuing to work with Reading Borough Council (RBC) to help deliver their vision for this much neglected area of the town.”

The submission of a planning application follows consultation with RBC, immediate neighbours, business and residents groups.

Concern has been raised over the height of the development, while suggestions that the development is 'iconic' have been criticised.

Richard Bennett. Reading Civic Society chairman, said: "Why does every building have to be 'iconic' when it clearly is not, but has the virtue of clean lines?

"There is no attempt at all to fit with the street in the slightest but then something at this height was never going to."

He added that he thought there were some good ideas in the proposal but it was too high.

Resident Kathryn McCann also raised concern about the height of the development.

She said: “It’s pretty dull looking yet dominant and a few storeys too high.

"It would be right in front of the Thames Tower roof terrace so it seems pretty thoughtless to totally block the view."

The site is, however, in RBC’s tall buildings zone and has previous planning consent for a 22-storey residential development.

Station Road Dev Co is owned by hotel investors Frank Truman in partnership with Breithorn Developments and Legacy Hotels & Resorts.

The application is expected to go to Reading Borough Council’s (RBC) planning committee for a decision in February or March.