Noele Gordon House officially opened in East Ham

A housing complex in the town where she was born has been named in her honour…

Some get a blue plaque, others a street named in their memory. For Noele Gordon it is a building – and one she’d thoroughly have approved of. Noele Gordon House is a ground-breaking affordable later living development.

The London Borough of Newham officially opened Noele Gordon House (NGH), the borough’s first affordable later-living facility, on the morning of Friday, April 4th. The purpose-built development delivered by Populo Living creates a new benchmark for later living housing in London.

Who was Noele Gordon? Well, viewers to ITV of a certain age will remember Noele – or Nolly to her friends – as one of the network’s biggest stars from its launch in 1955 through to 1981. She was the first female executive at the broadcaster working for ATV, who sent her to America for a year to study television. She over the early years brought may firsts to screen, she pioneered daytime broadcasting in the UK, was the first woman to interview a prime minster and learn to fly a plane for TV.

These are just a few of her groundbreaking television feats, some go further back to the earlier days of broadcasting in the UK with her work with John Logie Baird in the 1940s seeing her the first woman transmitted in motion in colour during his transmission of colour tests at Crystal Palace.

In 1964 Noele took the American soap format that she’d seen stateside years earlier and brought it to the UK, with the help of Australian producer Reg Watson (Neighbours, Sons and Daughters, Prisoner: Cell Block H), with Crossroads. Set in a Birmingham motel, it was the first half-hour daily soap in Britain and is along with Hollyoaks, the only sagas this side of the Atlantic to use the true American soap opera style format. During her time with the serial she became very aware of the social role it had taken – becoming a friend to the older audience and those who felt lonely.

It is therefore quite appropriate that Noele Gordon House bears her name, as it now aims to combat those issues for the over 55’s. Delivered by Populo Living, Newham’s wholly owned housing development company, the project represents a major milestone in the council’s commitment to address housing needs for older residents while freeing up under-occupied homes.

“The building’s name pays tribute to East Ham-born TV star Noele Gordon, celebrated for her iconic role as Meg Mortimer in Crossroads, among a career of accomplishments, including being the first woman to interview a Prime Minister. Noele’s legacy of breaking barriers resonates with the ethos of this innovative development and the spirit of East Ham’s residents.” – Populo Living

Built on the vacant site of a disused community centre, Noele Gordon House comprises 75 high-quality homes – 55 one- and 20 two-bedroom apartments, with the two-bedroom apartments offering space for carers or family to stay overnight. The homes are offered at London Affordable Rents for existing council tenants, or less if their current rent is lower. The ground floor includes a state-of-the-art NHS health centre, ensuring residents have easy access to vital services.

Mae Architects were given the task to come up with the building’s design, embracing the Housing our Ageing Population Panel for Innovation (HAPPI) principles to create a space that promotes well-being, independence and community for residents aged 55 and over. NGH was constructed by main contractor Hill Group.

The design prioritises social connectivity, combatting loneliness and promoting community with a communal residents’ lounge and a rooftop terrace. These spaces foster a sense of belonging among residents, many of whom are downsizing from larger council-managed homes, leaving behind family and friend networks. All flats benefit from balconies with views of either the surrounding streetscape or the inner terrace, giving residents access to both communal and private outdoor amenity space.

NGH addresses many issues around later living housing, both personally around isolation and community, and for the council in freeing up under-occupied family housing stock. As an affordable scheme, NGH reflects Newham’s policy ambitions to improve later living housing and provide more and better quality affordable homes. As such it is an exemplar of what a forward-thinking local authority can achieve, especially when delivered by its own property company with profits reinvested in housing.

On Friday morning the official opening ceremony took place in the communal residents’ lounge with Mayor of Newham, Rokhsana Fiaz OBE doing the honours.

“Noele Gordon House is a landmark development for Newham, reflecting my administration’s unwavering commitment to providing affordable, high-quality housing tailored to the needs of older Newham residents. By prioritising community, accessibility, and sustainability, this scheme sets a new standard for later living accommodation in London.

“What’s more, Noele Gordon House exemplifies how local authorities and their partners can address the evolving housing needs of diverse populations. By delivering purpose-built, affordable homes for older residents, Newham is paving the way for smarter housing strategies that maximise community resources and promote intergenerational equity.” – Mayor of Newham, Rokhsana Fiaz OBE

The transformation of the former Hartley Centre into Noele Gordon House is the culmination of a five-year process involving a multidisciplinary team contracted by Populo, made up of leading industry professionals.

Deborah Heenan, CEO of Populo Living:

“We’re proud of our role in delivering Noele Gordon House for Newham, on time and on budget and all affordable homes. Populo has now built several 100 homes for Newham residents with a pipeline of 1,000s more, and continues to work to create innovative solutions that address our national housing crisis. Noele Gordon House reflects this commitment to doing ‘housing’ better, bringing warm, high-quality and appropriate later living homes to the market.”

Another famous personality from East Ham was the late entertainer Dame Vera Lynn, her daughter said, “Ma would be very pleased that this is happening. It’s always good when something like this takes place. Ma did know Noele, although not terribly well.”

One of Nolly’s biggest fans is Salford resident, Councillor Maria Brabiner, who reflected, “Noele Gordon was a trail-blazer who smashed the glass ceiling. My role model, watching her on TV, anything she was on.  Noele exuded glamour and professionalism. When she died 40 years ago, I cried. I’ve still got the newspapers from her funeral. A lady, the likes of we’ll never see again.”

And the residents who have relocated to Noele Gordon House, what do they think of the latest housing complex in East Ham?

“I can’t tell you how much I appreciate Noele Gordon House, I’ve never lived anywhere like this before and I thought I wouldn’t live anywhere like this in my life – it’s like heaven on earth. I’m very happy, I feel like it’s increased my life. There is nothing to complain about, there is even a GP on the ground floor.” – Sese, who has lived in N G H since December

“Noele Gordon is beautiful, like a palace. It is really good; everyone is really happy and look after each other. I’ve been a lot happier since I came here, and I’m looking forward to it becoming warmer on the terrace as all the residents will sit outside and come together.” – Henry, who has lived in Noele Gordon House for a month and Newham since the 1960’s

“Noele Gordon is fantastic, a very nice place. This is like heaven, everything in the property is perfect. Also, for NHS services you just have to go downstairs.” – Agnes, who has lived in N G H since December and Newham for 15 years

Populo Living is Newham Council’s wholly owned housing company. It works to deliver the council’s ambition to make Newham a home for everyone. Populo designs and builds better homes and places. Find out more about Noele Gordon House