Death of the
show flat

Various reasons were posited – from an overstuffed market to Brexit uncertainties and anxious overseas investors. But in the end, these speculations were overshadowed by a more controversial assertion: New-builds aren’t selling because… “they’re all the same”.

We’d argue that not all new-builds are the same – not by a long shot – yet still this statement does chime with how spectacularly buyers’ and renters’ demands have evolved over the years.

The most successful developments, both for rentals and sales, are created with a particular person in mind. Rooms are crafted to captivate that person as soon as they walk through the door. In essence, the more personalised the product, the greater the results. And this, according to Will Watson, means “prioritising character over creating a showy 5-star hotel suite”.

One-size-fits-all luxury has lost its lustre. As Tom Mann of Savills puts it: “You can’t understate the importance of artwork and colour.

Some maverick developers strike up PR-able collaborations to create compelling stories with an ownable vision. Londonewcastle did just that when they approached ELLE Decoration to oversee the interior design of an apartment in Chapter House, a charismatically renovated Victorian property in the heart of Covent Garden, designed by architects Apt.

Bringing ELLE’s ethos to life in a physical space was a first. But beyond this headline-grabber, it was ELLE’s approach to the design that truly enriched the narrative. They worked closely with creative consultants, art galleries, design archivists, plant specialists and colour experts. They also made a point of showcasing the best of British talent, carefully curating an impressive assortment of pieces by UK-based artists and craftsmen.

Get it right and a flagship development can play a key role in urban regeneration and herald the growth of new vibrant and culturally diverse communities.

Designs that take inspiration from a location’s history, culture and architecture become an integral part of an area, loved landmarks in their own right.

Generic has had its time. Yesterday’s show flat is dead. What sells now is warm, human and unabashedly characterful designs; ownable creations with smart layouts and stories to tell. That’s what people want to live in – and they’re willing to pay handsomely for it.