An area earmarked for 401 flats needs "regeneration and fresh ideas", a developer has claimed.

Developers say the flats could be built in Tolpits Lane and, if the plan went ahead, the development would include roof-top gardens, a swimming pool, a gym and underground car parking.

R Square Properties, which is leading the bid, own Unit 3, where The Reach Free School is temporarily based and is in the process of buying Unit 4 next door.

Director of R Square Properties Ambi Singh said the industrial units have been "under-occupied" for years so it would be better used as luxury flats.

He said: "This is an area of outstanding natural beauty. Where is the logic in having an industrial area right next to it? This estate used to have asbestos production on it.

"Does it not make sense for people to live near it and enjoy it and respect it? It is there to be seen and appreciated, not to be ignored and have heavy machinery operating near it.

"The area needs re-generation. It needs fresh ideas. This building will be a catalyst for change for the future.

"Our approach has been to say, you can’t hide a building of this size. You can’t say it can be hidden behind the tree line, it’s not meant to be discreet.

"It is meant to be visually impactful and revered in terms of its beauty and its innovation. We would like people to look at it and say it is iconic.

"If you create the system for luxury living, it will attract high earners, intelligent, articulate and hopefully the right crowd and dare I say it, the London crowd."

Mr Singh outlined his vision for the development, saying it would "create as much energy as it uses" and believes it would be a zero-emission dwelling.

The proposal includes solar panels, both on the roof and south side of the building.

He added: "What we are trying to encourage is a community-based environment, with single people, couples and the elderly and people who want to downsize from Moor Park, Rickmansworth.

"This is modern living and we use the term of ‘vertical village'."

If the proposal was to be reduced in size, it would reduce the financial viability of the scheme, Mr Singh claimed.

The proposal falls on the boundary between Watford and Three Rivers, with the latter set to make a decision on any official planning application, which could be submitted in four to eight weeks.

The National Housing Federation said people renting privately in Three Rivers are being forced to spend more than half their monthly wage on rent, with the average monthly rent bill £1,372.

Since the Watford Observer broke the news of the proposals last week, numerous people have got in touch to voice their concern about the plans.

Dave Degen, of Whippendell Road, said: "The sheer scale of the proposed development in Tolpits Lane is alarming.

"The sprawling mass of flats will be a bombshell on the area with the meteoric rise in population unleashing yet more traffic as well as being a blot on the dwindling green landscape.

"The region is completely unsuitable."

Another resident said: "It is absolutely appalling that this kind of development can be considered suitable for this location by people that dream up these ideas.

"Three Rivers District Council and the people of Watford, Croxley & Rickmansworth need to unite to stop this crass over development of where we live."