Welcome to The Broadway: six striking new apartment blocks in St James’s that promise luxury living with panoramic views of London’s most iconic neighbourhoods. The state-of-the-art development, designed by the award-winning architect Squire and Partners, brings a selection of beautiful homes to one of the finest addresses in central London – and they’re available to purchase now with JLL. 

Standing tall just moments from St James’ Park and providing postcard-perfect vistas of Big Ben, the London Eye, Buckingham Palace and Westminster Abbey, it doesn’t get much more quintessentially ‘London’ than this – at The Broadway, you will never forget where you are. A thriving neighbourhood long considered one of the capital’s most prestigious lies below, making this a fabulous investment opportunity for homeowners and investors alike. 

Alex Carr, head of prime central London new homes at JLL, explains: “Living in Prime Central London isn’t just about having a prestigious address – it’s about being part of something extraordinary. With 49 per cent of residents in Westminster holding international passports and local apartment values achieving a 142 per cent rise in over two decades, you know you’re in a place that attracts the world’s most discerning residents. The Broadway captures this perfectly – it’s where global sophistication meets village charm, where your morning coffee could lead to a conversation with someone fascinating from anywhere in the world. This isn’t just property investment; it’s investing in a lifestyle that money can’t buy anywhere else.”

A home at The Broadway comes with a plethora of benefits, from its affluent community and strong rental demand to its unmatched location. Steps from St James’s Park station and walking distance to Mayfair and Knightsbridge make it within easy reach of Michelin-starred restaurants, historic private clubs and relaxed neighbourhood cafés alongside flagship boutiques and stores. The development is also surrounded by greenery on every side, perfectly positioned close to several Royal Parks, including St James’s Park, Green Park and Hyde Park. There are also a number of excellent schools and universities in the area, and links to the rest of London are simple, whether via the underground, bus, bike or on foot. 

Located from the fourth floor upwards, each apartment within the development champions impressive scenery, while offering refined and sophisticated living spaces. Inside each exclusive residence at The Broadway, interiors bring a sense of spaciousness, modern style and effortless luxury. Floor-to-ceiling windows frame spectacular views of the metropolis below and provide a sense of open, free-flowing space, and abundant natural light. 

Carefully considered finishings, such as Bardiglio marble kitchens with Gaggenau appliances and serene bathrooms with Corian baths and basins, make these properties true stand outs, while functional features including comfort cooling, engineered oak floorings and zoned underfloor heating elevate everyday living. 

Stepping outside your home, exquisite communal spaces and amenities at The Broadway ensure a lifestyle far from ordinary, taking their inspiration from five-star hotels. More than 16,000 square feet of wellness facilities and social spaces provide residents with the opportunity to relax, work out and come together. 

From the 25-metre pool, sauna, steam room, treatment rooms and fully equipped gym to the exclusive residents’ lounge, games room with table tennis and table football, and screening room, there is something for every interest and event. There are also private meeting spaces and a 24-hour concierge service on hand, while a vibrant ground-level dining and retail scene promises outlets from several well-known brands and restaurants.

For those looking for an elegant, private new home that offers a soothing escape amid the London buzz, and the perfect balance of hotel-style amenities and cosy spaces, with excellent connectivity, opportunity and views, The Broadway ticks all the boxes. 

Apartments at The Broadway are priced from 1.35m, find out more at residential.jll.co.uk