BACKGROUND AND PURPOSEPreclinical pharmacological characterization of GSK1004723, a novel, dual histamine H1and H3receptor antagonist.EXPERIMENTAL APPROACHGSK1004723 was characterizedin vitroandin vivousing methods that included radioligand binding, intracellular calcium mobilization, cAMP production, GTPγS binding, superfused human bronchus and guinea pig whole body plethysmography.KEY RESULTSIn cell membranes over‐expressing human recombinant H1and H3receptors, GSK1004723 displayed high affinity, competitive binding (H1pKi = 10.2; H3pKi = 10.6). In addition, GSK1004723 demonstrated slow dissociation from both receptors with at1/2of 1.2 and 1.5 h for H1and H3respectively. GSK1004723 specifically antagonized H1receptor mediated increases in intracellular calcium and H3receptor mediated increases in GTPγS binding. The antagonism exerted was retained after cell washing, consistent with slow dissociation from H1and H3receptors. Duration of action was further evaluated using superfused human bronchus preparations. GSK1004723 (100 nmol·L−1) reversed an established contractile response to histamine. When GSK1004723 was removed from the perfusate, only 20% recovery of the histamine response was observed over 10 h. Moreover, 21 h post‐exposure to GSK1004723 there remained almost complete antagonism of responses to histamine.In vivopharmacology was studied in conscious guinea pigs in which nasal congestion induced by intranasal histamine was measured indirectly (plethysmography). GSK1004723 (0.1 and 1 mg·mL−1intranasal) antagonized the histamine‐induced response with a duration of up to 72 h.CONCLUSIONS AND IMPLICATIONSGSK1004723 is a potent and selective histamine H1and H3receptor antagonist with a long duration of action and represents a potential novel therapy for allergic rhinitis.