THIS is the first picture of Ealing's new department store. The computer generated graphic showing Daniel's 21st century store with 137 apartments above was released to the Times last week by developer Crest Nicholson.

Demolition of the old premises from 132 to 138 Uxbridge Road started in the spring. The rebuilding programme is likely to take up to two years to complete.

Meanwhile the business is operating from a smaller store a few metres down the road.

At one point, the management had considered upgrading the building that's now been demolished because it incorporated the first shop opened by draper Walter Daniel in 1901. He rented the premises in Uxbridge Road for £50 a year and sold haberdashery and fashions but it took time to become established.

A spokesman for the company explained: "Mr Daniel lived with his family above the shop. Initially trade was so slow he couldn't pay the rent so he offered to hand back the keys to the landlord.

"Fortunately the landlord told him to persevere because trade picked up and the shop prospered. They gradually expanded into neighbouring premises and it became a full blown department store."

These days it is one of four in the Daniel chain with other branches in Chiswick, Windsor and Ebbw Vale. The spokesman added: "The management considered saving the old building and upgrading it because of its historic associations but eventually it was decided that extending the premises wasn't viable. They agreed the best option was to knock it down and build a larger store from scratch."

The redevelopment of the Ealing site with a building that is a department store on the first two floors and flats on the three floors above is a joint venture between the store owners and the construction group.

The design produced by Architects Scott Brownrigg for the Uxbridge Road frontage is described by the developer as a contemporary take on art deco with contrasting brick and render panels, varying roof heights and curved elevations sweeping round the corner into Broughton Road where the three-storey apartments at the rear of the scheme become more traditional to blend with existing architecture.

The flats, including one and two bedroom apartments and top floor penthouses, are scheduled for release in November. "The local authorities see the Uxbridge Road as the platform for the continued regeneration of Ealing," commented Crest Nicholson's development director Guy Gusterson.