Almost exactly 10 years ago, developer London & Bath submitted a planning application to erect a 31 storey office building on this site. After a number of refusals, re-submissions, amendments and nicknames ("The Chiswick Dick" was a popular favourite) the size went all the way down to 5 storeys, passing 26 and 15 storeys on the way.
So far nothing has been developed. However, London & Bath haven't given up. On the contrary, they have new plans for the site, designed by Ken Shuttleworth, already nicknamed "The Octopus". It'll look like this...
...and it needs to be built.