It was named after William Van Alen, the architect of New York City's Chrysler Building and is designed as a 21st-century interpretation of the Art Deco and Streamline Moderne styles.

Residential development along the north side of Marine Parade, a wide road leading eastwards along Brighton seafront across the top of East Cliff, began in about 1790 at the west end (nearest the old fishing village of Brighthelmston—the ancient heart of the city).

[1] Because the prominent site was so visually sensitive—on a main road into and out of Brighton and surrounded by high-quality, architecturally harmonious stuccoed buildings of moderate height—the company and their chosen architect had to present their plans to several parties.

[1] Berkeley Homes chose the London-based architecture firm PRC Fewster to design the building; the project's architect was Peter Rutter.

[7] Confused as to how the fire could have started—it worked its way into the flat from the wooden-floored balcony—fire investigators announced that a seagull may have picked up a smouldering cigarette in its beak and dropped it on the balcony when it found it was not edible.

[3] Curved lines and surfaces are used throughout; the building thereby represents a 21st-century interpretation of the Art Deco and Streamline Moderne styles which were popular themes in seaside resort architecture in the 1930s.