Strange as it may seem the gaffs they're building on Oscar Traynor Rd / Coolock Lane border the M50 and are being marketed as being in the heart of Coolock. The gaffs the other side of the Oscar Traynor Rd / Coolock Lane, also bordering the M50, are generally marketed as Santry when up for sale... so, in fact, the new gaffs are being deliberately downgraded, presumably to achieve "affordability".
In any event, the paint factory is a long way from the fire, something that was stressed on RTE news for those who might not know the area or, indeed, those who (like yourself) thought the paint factory was on Oscar Traynor Road.