The site was located at the meeting point of the Great West Road and the M4 elevated motorway, and on the flight approach to Heathrow Airport. In response the design aimed to present a dynamic image from all viewpoints, and a distinctive gateway marker on the approach to London from the west. The result was a single landmark tower of 19 stories, arranged around a central atrium which opened towards Boston Manor Park. The innovative form of the building, eroded oval with the atrium at the heart, was a development of tried and tested plan forms, centralised core and flexible column free space. As well as producing a strong building identity, the form produced an efficient ratio of perimeter wall to floor area and improved journey times between different parts of the building. It also utilised low energy climate controls with a brises-soleil façade.

Symbolic Korean elements were deliberately built into the design, including the conscious relationship with the adjoining park, the eroded oval of the block itself, and the stepped terraces at the top of the building. The design in the Terry Farrell and Partners inspired form was not executed and the project was taken on by McDaniel Woolf.