_Branded Residences: The future of London's prime property

It's not difficult to understand why branded residences have become increasingly popular amongst prime city development buyers in recent years, with their individual brand acting as a stamp of both quality and assurance for clients. Ian Pidgeon, Partner in our Prime Central London Developments team explains in more depth what he believes is behind the rise: 

"The global elite are drawn to these developments thanks to the quality of lifestyle, amenity provision and high levels of service that they offer. Furthermore, the prestige that is associated with best-in-class hotel brands – such as Raffles – appeals to the world’s high net worth individuals, who are looking for something completely unique.

"For HNWIs, it offers the charm, service and amenities one would expect from a six-star hotel, but is still a private space that feels like home and can be returned to time and again. It is this perfect balance that makes branded residences so special, and which is ultimately driving demand and growth in the sector."

When it comes to how the Covid-19 pandemic will affect the popularity of branded residence, Pidgeon explains: "We do not anticipate that the Covid-19 pandemic will have a long-term impact on the prime central London property market. If anything, it may even drive demand for branded residences – especially in London.

"Pent-up demand is building due to the ongoing travel restrictions; once the vaccination programme is fully rolled-out and international travel can resume, we anticipate prime property here will be in high demand. When this happens, those buyers will gravitate towards the best-in-class – in terms of service, amenity offering, quality of design and craftsmanship, and location."

Discover three branded residential developments in London on the market with us currently: 

Twenty Grosvenor Square, Mayfair

Prices from £17,500,000

Located on one of the world's grandest garden squares, this is a home of historical significance, comprising thirty-seven private residences. Twenty Grosvenor Square has been masterfully designed by Finchatton to combine exceptional elegance with legendary Four Seasons service to create the ultimate lifestyle experience. The four and five-bedroom residences incorporate the finest quality craftsmanship and are now available for occupation. An extensive array of amenities include: World-class Four Seasons hotel servicing, 24-hour concierge & security, secure underground valet car parking and a 25-metre swimming pool & vitality pool - to name just a few. 

The Peninsula Residences, Belgravia 

POA

The world’s oldest hotel company and a pioneer of timeless hospitality bring elegance and luxury to London – at the gateway of Belgravia – with The Peninsula London and twenty-six exquisite residences under the direction of award-winning Peter Marino Architects. Each residence combines outstanding design and the highest quality with the seamless service that is synonymous with The Peninsula. The result is an unsurpassed lifestyle offering that presents itself once in a generation in the heart of London.

Mayfair Park Residences, Mayfair

Prices from £4,250,000

At the heart of London's most prestigious district in Mayfair, these residences are complimented perfectly by the exclusive five-star amenities and managed by Dorchester Collection. Mayfair Park Residences architecture incorporates a Grade II listed facade that comprises 22 luxurious appointed homes that range from generously proportioned, one-bedroom pied-a-terre to truly magnificent penthouse with a rooftop pool.

Mayfair Park residences are available to move in now and are located just a five minutes' walk from the iconic Harrods and Knightsbridge Underground Station, the ultimate in sophisticated city living.

For more information on any of the properties above or other Prime London Developments, contact Rupert des Forges.

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