The building, standing 50m high and wrapped in an LED shroud, is set to be built on a derelict site by Chiswick roundabout in west London, visible to motorists entering the city from Heathrow on the M4.
Construction is set to start in the second half of next year.
The structure is designed by Make Architects, which describes it as “part building, part sculpture”
The upper form houses offices, wrapped in a metallic, semi-transparent shroud that performs the dual role of an external solar shade and a screen for high resolution LED displays showing advertising and lighting.
The lower building, for retail use, comprises intertwined forms, clad in perforated stainless steel panels.
Planers at the London Borough of Hounslow were initially concerned about motorists being dangerously distracted. At an appeal in October 2010 and the planning inspector decided that there was no risk to road safety. The council has now decided that the regeneration benefits outweigh other concerns and has approved the scheme.