First look at gleaming new West Bromwich Building Society HQ

The 70,000 sq ft new landmark site will provide room for 700 staff in the five-storey complex which will be located at the Providence Place development in West Bromwich.

The building will be close to the £200 million New Square shopping centre and huge Tesco being built off All Saints Way and will replace its current ageing HQ on West Bromwich High Street.

A planning application for the scheme has now been drawn up and submitted to Sandwell Council. Borough planners will discuss the plans next Wednesday.

Birmingham-based Associated Architects was appointed to design the new building, which is due to be completed by the end of 2014.

Planning documents submitted with the application say the new building, 'must reflect that the West Brom is a major regional employer and a modern, growing, successful, established organisation and an important part of the community'.

The original plan for the society's expansion was to move hundreds of staff to the Point North development at The Waterfront, close to Merry Hill Shopping Centre, a move branded an 'utter disgrace' by Sandwell Council leader Darren Cooper. However, a U-turn was announced at the end of last year, with bosses saying the deal was no longer viable. The decision was made to stay in the town, to the joy councillors.

Jonathan Westhoff, chief executive of the West Brom, said today: "We have submitted a full planning application in support of our proposed move to new head office premises at Providence Place and await the outcome with interest.

"This is an important project for the Society and its members that will support our long term aspirations for growth and development.

"We are excited at the prospect of constructing our new head office in the heart of West Bromwich and in doing so playing our part in the wider regeneration of the area."