Pierre Abrahamse, the chief operating officer of Crown Group, said three storeys had been lopped off the tallest tower planned for Eastlakes Live following advice from the Government Architect NSW, which also criticised the proposal.

Crown Group submitted its latest change to the project to the NSW Department of Planning and Environment earlier this month.

“This reduced the maximum height to 11 storeys, the number of apartments by 69 and reduced the overall bulk and scale,” Mr Abrahamse said.

However, the developer’s plans have also faced opposition from the local council, residents and the Labor member for Heffron, Ron Hoenig, who called it an “outrageous overdevelopment, regarding what is already a very controversial proposal”.

Construction of the first stage of Eastlakes Live began last year, with 133 apartments housed in three buildings above retail shops.

Mr Abrahamse said the second stage, due for completion in 2023, would feature 399 apartments housed in five towers as well as a new town centre, with more shops and restaurants.

“It will be somewhere that residents can live, shop and play all in one place, but which will also attract visitors from the surrounding area for its inviting new shopping and dining attractions,” he said.

Mr Hoenig said he agreed the shopping centre needed a facelift, but was critical of the redevelopment plans, which had undergone a number of revisions since it was first approved in 2013.

“It is devoid of any skerrick of architectural or design merit, is overly high and dense, features apartments no bigger than a dog box, and will generate traffic chaos,” he said. “The developer is capable of very impressive design work. Why they have chosen not to apply themselves here is beyond me.”

Mr Abrahamse said the developer had responded to extensive community feedback: “Most people welcome the positive changes this development will bring to the area.”

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However, submissions to the DPE from residents were largely negative. Echoing the concerns of some residents, Joaquim Dos Santos said the redevelopment “looks like an eyesore” and would increase traffic and parking congestion in an area lacking infrastructure and public transport.

Bayside Council also objected to the shopping centre redevelopment, arguing it was “premature" and would undermine master planning for the suburb.

The DPE spokesman said the department will assess the proposal and make recommendations to the Independent Planning Commission for a final decision.