Do big-brand
developments sell faster?

Insta-famous interior designers in exchange for insta-kudos, insta-style and (hopefully) insta-coin. But are people swayed by names? Can a sprinkling of luvviness add zeros to the price tag?

Well, yes. According to the ineffably affable Phil Spencer, just giving a house a name could boost its value by £5,000. Apparently, regal-sounding monikers, like Crown Cottage and Clarence Estate, appeal to people’s inner Little Lord Fauntleroy. Curiously, Quids Inn and Costa Lotta didn’t make the cut.

There’s a risk associated with hiring a known talent: the PR it generates could be all about them. When fashion designer, Roksanda Ilinčić, interior designed a penthouse in The Gasholders, Kings Cross, all the articles it sparked focussed entirely on her.

In several publications, Ilinčić is quoted to have said how the interiors she’s created are “a true reflection of my own aesthetic”, “my brand DNA” and “my collections”. She even asserted how the “final result was very similar to what I do in my ready-to-wear”. And while what she created was beautiful – albeit more art installation than liveable home – the development itself didn’t get a look-in. So who benefitted who?

Same can be said for when fashion designer Bella Freud, and Maria Speake, co-founder of Retrouvius, guest-designed an apartment in the former BBC Television Centre. They channelled the 1970s and kitted it out with vintage pieces from Speake’s shop and wall-hung rugs and bedspreads featuring patterns from Freud’s knitwear.

The expectations of buyers and renters are as sky-high as the residential towers that court them. It’s no longer enough for a building to look visually enticing. It must also enrich the environment it’s in. A development that respects the cultural significance of its location, its people and local architecture, can play a big role in urban regeneration. On top of this, democratised access to a high-end lifestyle – plus, amenities and events that foster communities – are essential.

The most successful developments create environments people want to live in. They put people before PR-able names and headline-grabbing novelty. And these are the developments that become well-respected brands.

The Instagram-free sanctuary that is Soho House has a ‘no assholes’ rule. Kim K’s been snubbed. As have the Real Housewives. And back in 2010, 500 Wall Street suits were culled in its meatpacking House for being too corporate. These decisive moves have strengthened the brand, cementing it as a home from home for its members. So when founder Nick Jones announces that he’s moving into the rental market, many feel sure he’ll deliver a product people will want.

He knows first-hand that a lot of his members, aged 20-35, don’t want to buy. They want to rent somewhere cool, in a top location, with plenty of public spaces – all without having to stump up a fat deposit. He already has the trust of this demographic, so it’s only a matter of time before we see his brand of cool aunt interiors flooding the BTR sector.

The most current example of a huge luxury brand in the making is London’s The OWO (short for “Oh, whoa!”). Once the site of the Old War Office, this neo-baroque Grade II listed architectural gem will be serviced by the lavish Raffles Hotel, and will comprise 125 rooms, 85 private residences, 9 restaurants and bars, a spa and boutique retail.

This legendary icon has been closed to the public for over a century – so the prospect of it reopening is achingly cool. After all, this is where Winston Churchill commanded the British armed forces and Ian Fleming dreamt up James Bond. No wonder The OWO website poses the question, ‘If these walls could whisper, what stories would they tell?’

With a pedigree this fine, they’ve not had to shout to get the attention of the world’s press. Their marketing is quietly assured.