The site at 2 and 12 Parkgate Avenue and Madison Avenue in Belfast, Northern Ireland, encompasses approximately 0.09 hectares. It is bordered to the north by an existing hardstanding area, to the south by commercial properties, to the east by Parkgate Avenue, and to the west by Madison Avenue East. Currently, the site consists of brownfield land occupied by vacant commercial premises and associated hardstanding areas. Notably, it was previously home to S&R Electrics, a store recognized for its "Sam's Yer Man for a bargain" slogan; this Belfast branch closed in April 2015.​

Historically, the site has been subject to several planning applications:​

• August 1986: An application (Z/1986/1788) was submitted for the erection of a joinery workshop, which received approval in April 1987.​

• November 2018: Carvale Developments Ltd proposed the erection of a five-storey mixed-use building comprising a ground-floor retail unit and 40 apartments (16 one-bedroom, 20 two-bedroom, and 4 three-bedroom units) with rooftop amenity space. The plan included covered car parking, cycle parking, bin stores at ground level, and the demolition of the existing vacant retail unit fronting Madison Avenue East. This application (LA04/2018/2886/F) was approved in June 2019.​

• June 2019: Carvale Developments Ltd submitted a similar application (LA04/2019/1473/F) for a five-storey mixed-use building with the same specifications as the previous proposal. This application was approved in November 2020.​

In February 2025, Jag Architects and Environment submitted a new planning application (LA04/2025/0254/F) for a three-storey mixed-use development. The proposal includes ground-floor retail space, 16 residential apartments, covered car parking, and associated site works.