The BBC’s former HQ in White City now houses some of London’s most in-demand real estate, with prices for some of its penthouses fetching upwards of seven million pounds. A Grade-II listed building, how do you improve or work with something as iconic as Graham Dawbarn’s question mark (from above, it takes the punctuation mark’s shape). The answer, according to Cassina, is to dust off archive blueprints and draw upon the works of design stalwarts: Le Corbusier, Franco Albini et al. Aside from the iconic baby blue facade of the Helios Courtyard now being red (apparently the Conservatives insisted it be painted blue), there is a new Michelin-starred Japanese restaurant atop the Rotunda and next door, the ever-popular Soho House offspring White City House.

Uniting design classics and contemporary pieces, the apartment represents the first luxury residence in the UK to be completely designed by Cassina following the brand’s global launch of the ‘The Cassina Perspective’ at Salone del Mobile. Recognised for an aesthetic that is propelled by avant-gardism and authenticity, Cassina’s in-house design team has created a harmonious interior that combines technological innovation with handcrafted tradition.

Designed for the culturally-savvy, the aim was to create a dialogue between the past, present and future, choosing both innovative products and modern icons, authentically reissued by Cassina, to sit together. The result is a warm, timeless environment that echoes and embraces the heritage and future of Television Centre.

Groundbreaking works pepper the apartment, with pieces by international architects and designers including the Veliero Bookcase by Franco Albini, LC4 Villa Church chaise-longue by Le Corbusier, Charlotte Perriand and Pierre Jeanneret and Philippe Stark’s Volage bed, featuring a padded capitonné headboard upholstered with the newly-launched Ortigia Acier velvet. Highlights from Cassina’s newest collections sees the Dress-Up! sofa by Italian designer Rodolfo Dordoni take centre stage in the living room. The cream woven fabric characterised by elegant details pays homage to the principles of dressmaking and offers an open invitation to relax and enjoy views over the West London skyline – if you can peel your eyes away from the apartment’s interior.