Plans have been submitted for dozens of flats in Bournville in the latest phase of a multi-million pound scheme.
Proposals have gone in to Birmingham City Council to transform an unused former car park into 37 apartments.
It marks the second phase of The Franklin scheme, a joint venture between city developer Court Collaboration and Hong Kong-based Headland Developments, situated on the corner of Mary Vale Road and Franklin Way.
Developers initially planned 48 apartments for the second phase but that has since been scaled back after consultation with people in the area and Birmingham City Council.
Jewellery Quarter architecture practice Bryant Priest Newman re-drew proposals to change the building from a U-shape to an L-shape and to only four storeys at its peak.
The second phase steps up from two or three storeys in Mary Vale Road to four storeys in Franklin Way.
Court Collaboration founder Anthony McCourt said: "We have been really heartened by the response to The Franklin to date, which will deliver much-needed new homes on unused land.
"We have held consultations with local people and really listened to them - coming back with new, improved plans with fewer apartments, as well as 37 parking spaces and more for cyclists.
"We are confident this will enhance the conservation area and go some way to addressing a shortage of housing in Bournville."
The first phase, which saw Franklin House, a former Cadbury office where the Curly Wurly was reputedly invented, redeveloped into 79 apartments.
The building is now 40 per cent sold.
The plans for the second phase state: "The L-shape building arrangement allows for a continuation of the building line and good views out from all the apartments without affecting the privacy of amenity of existing residents and residents of Franklin House.
"It also allows to accommodate a landscaped amenity garden above the resident car-parking area."