Creatives and entrepreneurs are increasingly drawn to Fitzrovia, and 101 on Cleveland has been curated with these bohemian professionals in mind
itzrovia is known for its grand apartment buildings, West End theatres, and the lofty BT Tower. Few know about the postcode’s former life as a hotbed of artistic talent. During the Enlightenment, it was the epicentre of London’s craft scene, with European artisans establishing furniture stores alongside the likes of Thomas Chippendale, best known for his mid-Georgian and Rococo cabinets.
Today, Fitzrovia is experiencing something of a renaissance – the return of the internationally wealthy to London amid the easing of pandemic restrictions has fuelled the highest annual growth in Prime Central London property prices since 2015. But W1 and WC1 appear to be attracting a more specific type of denizen, namely creatives and entrepreneurs.
Perhaps it is the edgy hospitality scene that's drawing a cool crowd, with the likes of Ottolenghi’s ROVI, The Charlotte Street Hotel and Guy Ritchie’s gastropub Lore of The Land putting down roots here. Or maybe it's the increasingly varied culture and entertainment offering, which includes the Rebecca Hossack Gallery and The Dominion Theatre, or the prospect of joining the old-school Rathbone Boxing Club. Then there is Fitzrovia’s burgeoning business credentials: a number of companies now have head offices here, including Facebook and The Allbright. Possibly, it's the promise of luxurious new living options.
Designed by architect Assael, 101 on Cleveland is a development that has been curated with these bohemian professionals in mind. The project will comprise three buildings ranging from three to nine storeys high, offering one-, two- and three-bedroom apartments and arranged across a wedge-shaped footprint. Careful attention has been paid to the buildings' exteriors to ensure they integrate into their surroundings, with façades echoing Cleveland Street’s Georgian origin and landscaped gardens adorning the podium level.
Apartments at 101 on Cleveland are spacious and full of light, with open-plan rooms, high ceilings and generous windows. Rich textures, natural materials and bespoke finishes create the desired aesthetic: classic with a contemporary edge.
The development is due to complete later this year, and apartments will largely be left blank to allow owners to put their own stamp on them. To offer inspiration, however, 101 on Cleveland has commissioned Soho-based interior design studio Bergman & Mar to curate a three-bedroom show apartment. Inspired by Chippendale’s appreciation of eclecticism, there are 15 bespoke pieces within the 1,147 square foot space, representing work by over 40 international and British makers, manufacturers and artisans.
The centrepiece of the apartment's living space is a curved sofa from Italian brand Tacchini, which contrasts with the angular structure of the accompanying Dal Vera armchair and has been placed on a bespoke Coral and Hive African print rug. A geometric lighting piece hangs above a handcrafted dining table by artisan duo Martelo and Mo.
The kitchen is finished with anthracite grey stone worktops, statement marble splashbacks and reeded glass cupboard doors and, in a nod to homeowners’ changing needs, there is a dedicated home office complete with leather chaise longue. This is a home for an appreciator of art, with works by Morag Caister (Sky Arts Portrait Artist of the Year semi-finalist) offset with a mix of vintage pieces.
Development of the project cost around £190 million, and the no-expenses-spared list of amenities reflects this. There is a residents’ lounge where dark wood and stone are offset by pops of colour and Italian furniture creates a feeling of warmth, while a private dining room and bar are also available for bookings. A screening room and business suite fitted with state-of-the-art technology join the list of hotel-style amenities, as does a fully-equipped gym with additional workout rooms, a steam room, a sauna and a massage room. The concierge is on hand 24-hours a day, and a landscaped residents' terrace provides views of the London skyline with the BT Tower taking pride of place.
Over half the residences have been sold off-plan since the launch of the development 18 months ago, so, if you fancy yourself an aesthete or art aficionado, we recommend viewing ASAP.