Manhattan in South Molton St as London gets its own Flatiron

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The images show the plans for the entrance to South Molton Street, from Oxford Street, which will be transformed with a striking new six-storey building.

Its "flowing" design is said to have been inspired by the River Tyburn, which now runs beneath the streets.

But many consider it to be London's answer to the Flatiron Building at the southern end of Madison Square.

The Flatiron has graced a triangular island block at 23rd Street, Fifth Avenue and Broadway since its completion in 1902. It was one of the first to use a steel skeleton, which enabled it to become one of the tallest buildings in New York City at 22 storeys. It has since been dwarfed by Manhattan's other skyscrapers.

Its West End counterpart will be only six storeys high but will still tower over the relatively modest neighbours. Westminster council approved the plans despite opposition over the forced closure of The Hog In The Pound pub on the ground floor.

Committee chairman Alastair Moss, said: "Every year there are over 100 million shopping trips to the West End. The bold and adventurous design of this building will undoubtedly add further style and elegance to one of the most fashionable streets in London."

The architects DSDHA propose to work with artist Martin Richman to integrate public art into the building.