It was built to the designs produced under the Borough Architect, Engineer and Surveyor, F G Southgate in 1957-8. The site, on the east side of Hoe Street and north side of Church Hill, had been struck by a V1 rocket on 16 August 1944, and was identified for redevelopment in Southgate’s 1946 report ‘Towards a Plan for Walthamstow’. The site subsequently became the centre of the Hoe Street Reconstruction Area, for which a compulsory purchase order was approved by the Ministry of Housing and Local Government (MHLG) in December 1953. Southgate’s plans were approved in early 1954 and comprised a development of nine shop units, a bank, offices, public hall and 31 flats (including one for a caretaker), with rear garages and stores. Central Parade's use of pattern, colour, surface decoration and slender detailing is an embodiment of Festival style in a piece of post-war town-centre redevelopment.
The most striking feature of the building is the corner clock tower featuring tiled squares which depict the coats of arms of various local families, set against a black background. Above the chequer-board is a mosaic of the Borough of Walthamstow coat of arms, granted in 1929, on a yellow mosaic background.