With its name forever etched in the capital’s history as one of London’s first luxury department stores, alongside Selfridges, Liberty and Harrods, Whiteleys first opened in 1911 and is currently undergoing a £1.2 billion makeover set to transform it into one of the city’s leading residential and hospitality destinations.

Set in the heart of Bayswater and declared by the Lord Mayor of London at the time of its inception as the “most beautiful building in the UK”, The Whiteley’s historic Grade II-listed façade has been meticulously restored by Foster + Partners. Alongside London’s first Six Senses hotel, and a slew of high-end restaurants, bars and boutiques, The Whiteley will also be home to some of the capital’s most luxurious homes; a collaboration with international design practice Joyce Wang Studio marks the unveiling of the latest luxury apartment in the scheme’s stunning Designer Collection.

Joyce Wang’s eponymous design firm – based in London and Hong Kong – was chosen specifically to turn its hand to one of The Whiteley’s 139 exceptional apartments. Situated on the third floor of the palatial Edwardian property, this four-bedroom residence spans an impressive 4,080 square feet, with six-metre-tall ceiling heights, a 400 square foot mezzanine reaching 2.7 metres, and truly jaw-dropping floor-to-ceiling interior windows that overlook a central living space. Unique in character and heritage, cornicing, panelling and moulding designs all follow suit with regards to the architecture and history, while bolder colours, proportions, textures and contemporary flourishes propel the spaces into the now.

For interior designer Joyce Wang, it was the sheer size of the space that first hit home – and was one of the most important considerations when it came to the design approach. “Formality and tasteful restraint were driving forces behind our work to preserve and evolve the unique character and Edwardian heritage of the building,” she says. “We wanted the design to echo the language of The Whiteley’s architecture and the building’s historic Grade II-listed façade. So for example, we’ve incorporated elevations, cornicing, panelling and moulding to reflect a bold reimagining of volumes,” she explains. “In this somewhat cavernous space, our focus was to create an overwhelming feeling of home and liveability. We have crafted a quietly luxurious interior, layered with custom pieces spanning eras and continents, as well as collectibles from and inspired by our imaginary client’s travels.”

Designed to evoke the tastes of a globetrotter, the residence showcases diverse influences from Asia, the United Kingdom and Europe, resulting in a juxtaposition of collectibles, heirlooms, custom-made limited editions, antiques and crafts which reflect a spirit of adventure. “The curated curios are arranged for elevated contrast, with rustic and textured pieces set against sleek surfaces; while organic and avant-garde elements are balanced by more familiar counterparts,” she continues.

“I think the apartment explores authenticity, history and eclecticism through elegant, open spaces and hand-crafted design. It conjures a sense of modernity and freshness evoked through playful colours. While a neutral, liveable colour palette runs through the space, hues of green summon the outdoors and the four bedrooms each have colour accents including calming blues, soft blush tones and shades of warm ochre.”

Exclusive pieces from Irish furniture brand Orior, antique chandeliers spanning the Georgian era to the turn of the 20th century, and stunning rugs and tapestries from Aubusson’s Pinton featuring ‘La Grande Porte Bleue’ all come together in this finely curated space. Other features include treasured antiques from 1stDibs, sumptuous rugs by Milan’s CC Tapis, and a bespoke selection of dinnerware, vanity fragrance, and décor items from L’Objet. Artworks by Armando Mesías, A Desire Path Pt. II and Too Self-sufficient, were also commissioned exclusively for the apartment, and feature alongside prints by Lisa King.

Having created a built-in bookcase in the living room (the built-in element was a crucial part of ensuring the space felt homely and liveable, says Wang), the feature is now a central point of the room and incorporates a magnificent, elegant marble fireplace, which delivers “depth and character”. The team also curated a beautiful library for the bookcase: “a remarkable selection of orange book binds in varying shades and tones of the colour: a visual triumph!”

Wang’s favourite room in the apartment “has to be” one of the bedrooms, where the fabrics and textiles feature a warm, mellow, ochre-coloured accent — a stylish headboard with inverted corners that creates a charismatic bed, and an antique sheepskin armchair tucked in a cosy corner. “You enter through a welcoming walk-in hallway, and the room is just the perfect size, intimate but not too small, with a 19th century antique mirror. It features lots of natural light and a beautiful terrace which looks out onto the square below.”

Moving away from the traditional notion of ‘prime central London’ and postcodes in Mayfair and Belgravia, The Whiteley’s positioning caters for residents who might otherwise have typically inhabited areas such as Holland Park, Kensington, Hyde Park and Notting Hill, says Charles Leigh, sales director at The Whiteley. “For those transitioning from large, multi-storey houses in these areas, the prospect of moving to a cutting-edge development that maintains the quality and lifestyle they’re accustomed to, while also preserving the characteristics of their period homes, holds great appeal. The distinctive apartments each boast their own unique floorplates and ceiling heights rivalling neighbouring period townhouses.
 
“The Whiteley also offers more efficient living for prospective purchasers,” he continues. “Those who would typically be seeking a five- to six-bedroom home now find value in smaller apartments, knowing they can utilise the Six Senses hotel for visiting guests. Additionally, shared amenities and facilities allow residents to streamline both their living spaces and costs… complemented by a range of state-of-the-art amenities, including a children’s playroom, music room and padel tennis court, it’s no surprise that the buyer base drawn to the development is so diverse.”

Currently on the market for £17.25 million, the home, and the entire 1.1 million square foot site, is set for completion later this year. Having already achieved impressive sales exceeding £600 million, there have been high levels of interest from British nationals, which reflects the appeal of the development’s location and amenities to those already residing in London. “This also encompasses multinational individuals who are UK-based, for example we have encountered many Americans who have been in the country for 20+ years,” says Leigh.
 
“Over the past two years, there has been a marked increase in enquires from buyers originating from the US, and contrary to initial expectations in the post-Brexit era, there has been a surprising influx of continental Europeans, including individuals who we anticipated to return to cities like Paris and Milan.” 

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