- Golden Mile (Brentford)
The Golden Mile is the name given to a stretch of the
Great West Roadnorth of Brentfordrunning west from the western boundary of Chiswickin London, United Kingdom.
It was so called due to the concentration of industry along this short stretch of road. This section of the Great West Road was opened in 1925 to bypass the notoriously congested Brentford High Street and several factories of architectural merit were rapidly built along the road to take advantage of both the good communications it provided, and the easy availability of land for new buildings. Many examples of the
Art Decoarchitecture remain.
These factories included:
* Smith's Potato Crisps Ltd opened in 1927 (Brand now owned by
Pepsico, acquired in 1989). Factory rebuilt and expanded in 1930 with colonnaded frontage.
* The Firestone Tyre Company. Built 1928, designed by
Wallis, Gilbert and Partners. It was the first overseas factory built by the Firestone company of America. The building frontage was demolished during a public holiday in August 1980 shortly before a preservation order was due to be served on it to retain the Art Decoarchitecture. The Art Deco gatehouse was demolished in 2004 to make way for increased parking facilities. The remaining gates, railings, and piers are in a Jazz Modern style and are Grade II listed.
Trico ProductsWindscreen Wiper factory, No. 980, opened in 1928.:(Business relocated to Pontypool, south Walesin 1992, building demolished, and the site together with the adjacent site to its east of the Maclean's factory (then owned by Rank Audi-Visual) was to be used for the UK headquarters of Samsung. The Asian economic crisis in the late 1990s prevented this, and the site now houses the headquarters building of GlaxoSmithKline(GSK).)
* Leonard Williams Ltd. No. 971, (
PackardCars Concessionaire) in 1929
Jantzen Knitting Millsfactory opened in 1931
* Sperry Gyroscope Company Limited factory opened in 1931
* Coty Cosmetics factory, No. 941, designed by
Wallis, Gilbert and Partnersopened in 1932
* The Maclean's factory opened in 1932 (Brand now owned by
GlaxoSmithKline, acquired in 1938). Macleans was founded in 1919 by Alex C Maclean to produce 'own-brand' products for chemists.
* The Gillette factory, designed by Sir Banister Flight Fletcher in 1936-1937. Gillette stopped using this factory in April 2006, moving production to
Poland. It is proposed to convert the building into a hotel.
* The Pyrene fire extinguisher company, No. 981, built between 1929 and 1930, designed by Wallis, Gilbert & Partners.
* Wallis House, built between 1936 and 1942 originally for
Simmonds Aerocessories, designed by Wallis, Gilbert and Partners. Named after the architect, Thomas Wallis. Latterly used by Beecham's Pharmaceuticals, redeveloped between 2005-2008 as flats, retaining the basic fascia, although with a new partially glass entrance enclosure, and reglazed windows replacing the Crittaloriginals.
Currysfactory and head office, No. 991, built in 1936, now Grade II listed, front office building now restored by Foster & Partnersbetween 1997 and 2000 for JCDecaux
* Henly's car showroom (
Studebakerand Jaguar) with a distinctive tower - on the east side of the Smith's Crisps factory - opened in 1937 and later became a warehouse for Martini, and following redevelopment after a fire in 1989 retaining the tower, an office for Data General, then EMC Corporation
This stretch of road included an illuminated, animated, advertising sign known to many drivers coming into London on the
M4 motorway. The sign, showing a bottle of Lucozadeemptying into a glass, was on the wall of what was the Lucozade factory, which opened in 1953 and was demolished in late 2004. The sign was removed to Gunnersbury Park Museum in September 2004 after a brief campaign to preserve it "in situ".
The original tag-line on the sign was "Lucozade - aids recovery", but the prevalence of AIDS/HIV from the 1980s onwards meant that it was regarded that the sign could be misinterpreted, and the tag-line was changed to read "Lucozade - replaces lost energy". The story behind this change is documented in marketing textbooks as an unusual example of successful brand repositioning. Lucozade was originally targeted as a beverage for people recovering from illness, but had successfully repositioned itself as a '
sports rehydration' drink.
* The Archive Photographs Series, Brentford, Tempus Publishing Ltd, ISBN 0-7524-0627-2
Syon Lane railway station
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