Distinct in its hexagonal form, Parker Tower is a landmark building in Holborn. M3 had reviewed a range of massing and use options to help determine potential viability and returns. Following the positive feedback from the Camden planning department, M3 undertook a detailed review to maximise the potential for alternative uses including residential, whilst at the same time strategically increase the scale of the building. Under the guidance of M3, the design team established the project's opportunities, keeping a close eye on the planning constraints.