The historic Calthorpe Estate could become the latest area of Birmingham to house new accommodation aimed at the city's growing student population.
The family-owned property group has brought forward new plans to build on a site vacant for more than a decade with a six-storey development containing 50 bedrooms and a 2,771 sq ft ground floor retail unit.
The site, on the corner of George Road and Islington Row Middleway in Edgbaston, would contain five floors of student accommodation, each containing ten en-suite rooms in a mix of self-contained studios and shared flats.
The project would also involve the demolition of a former petrol station kiosk and spaces for 15 bikes.
Although not tied to a university, it is likely to be very attractive to those attending the University of Birmingham as Five Ways station is just a few minutes' walk away and provides a short link to the campus in Edgbaston while Birmingham City University also has a base nearby.
Jewellery Quarter architecture practice Glancy Nicholls has designed the scheme and Colmore Row firm Turley is providing consultancy.
Glancy Nicholls said in a design statement: "We believe the proposal of a retail and residential use at 54 George Road provides a sustainable solution for the development of this site.
"The intent is to develop the vacant site with an active and vibrant street frontage along the Middleway and George Road.
"Development will enhance the attractiveness of the surrounding area as well as meeting sustainable regeneration objectives.
"The area and site lend themselves to student residential use but, further to this, we believe the proposed retail use is a tremendously viable solution for an otherwise empty site."
This plot has been clear and vacant for 15 years prior to which it was either a garage or petrol forecourt for more than half a century, having been used by Sharps Motor Showroom and Garage and more recently Texaco.
It has a busy recent history of planning applications and an existing planning permission is in place for a six-storey residential building with ground floor retail while other submissions dating back to 2008 include a new office building, convenience foodstore, 12 apartments and a temporary car park.
This latest project is expected to create 13 full-time jobs and would join an ever-expanding roster of student accommodation projects in the city including the demolition of the 'Bath Court' office complex to build 435 bedrooms, directly opposite the application site.
Other schemes the Post has recently reported on include a demolition and new build in the Gun Quarter, a ten-storey block close to the Wholesale Markets and the pending demolition of Rich Bitch recording studios in Selly Oak.