London Mayor Boris Johnson was present to mark the beginning of construction work for a major development in Southwark, part of the £3 billion regeneration of the Elephant and Castle.
The scheme, One The Elephant, was designed by Squire and Partners and comprises a 30-home, four storey pavilion and a 37-storey tower containing 254 sustainable homes.
Shops, restaurants, business spaces and a new leisure centre will also complement the project.
When visiting the site, Johnson said: "The transformation of Elephant and Castle is continuing apace, bringing thousands of much needed jobs and homes to this important part of the capital.
"Developments like this at One The Elephant, and next door on the Newington Butts site, are just the beginning, bringing quality homes into the area and helping to rejuvenate the high street.
"Alongside the improvements to transport links we’re seeing the start of a real renaissance for the area."
The first homes at One The Elephant are set for completion in autumn 2015.
One The Elephant
A new website for the local community, which explains the council's plans for the regeneration of Old Kent Road, has been launched