City planners have backed the latest development aimed at servicing Birmingham's rapidly growing student population.
The green light has been handed the Calthorpe Estates' six-storey project on the corner George Road and Islington Row Middleway to build 50 bedrooms in studios and shared apartments and 2,771 sq ft of ground floor retail.
The family-owned company said it expected to commence a 15-month build programme on the Edgbaston site early next year with completion scheduled in time for the start of academic year in September 2017.
Ralph Minott, director of development at Calthorpe Estates, said: "The vision for 54 George Road is to breathe new life into a prominent city centre site which has lain vacant for some 15 years, while also helping to meet the growing demand for high specification accommodation among Birmingham's growing student population - the largest in the UK outside London.
"The number of full-time students across the UK has increased by almost 15 per cent over the last six years, however the supply of new purpose-built accommodation has simply not kept pace with this surge in student numbers.
"With almost 60,000 full time students studying at the city's universities in the 2013/14, record numbers expected to enrol in September and the expanding BCU Edgbaston Campus plans, there is a real and pressing need for the private sector to deliver quality, well-managed accommodation."
Samuel Smith, lead architect from Glancy Nicholls Architects which designed the scheme, added: "The design takes into account exactly what today's student accommodation market is demanding.
"A red brick construction clad with elements of gold and featuring glazed window boxes, the building sympathetically reflects its surroundings within the historic Edgbaston Conservation Area and will stand out as a collection of well-located, architecturally-designed apartments, perfectly fitting the requirements of discerning students."