The luxury residential complex will transform the once flourishing BBC Radio London Headquarters building on one of the city's most fashionable streets. The building was once a haven for well-loved radio DJs and world-renowned musicians, with the likes of Jeff Buckley, Bob Geldof, and Oasis all having performed there in the past.
Retaining its 1930s facade, style and history, the building's redevelopment draws inspiration from its original Art Deco heritage. In total, it has 19 apartments, including three penthouses and five townhouses, with pricing starting from £4.1 million.
Although London is not as synonymous with the Art Deco period as Paris or other European cities, this adds to the attraction of the new development. However, the W1 London is firmly placed amid increasing demand for more Art Deco-inspired interiors. The building's opening comes after the recent unveiling of a six-storey Art Deco-style co-working space in Fitzrovia and the launch of the latest Dishoom restaurant in Kensington, also inspired by Art Deco architecture.
Geometric and metallic elements used throughout the interiors are evocative of the glamorous 1920s. The brief for the apartments drew inspiration from the Art Deco style of the building facade, whilst interpreting this in a contemporary style more relevant for today's property buyer.
The building's entrance and lobby has remained true to the overall style. The walls are covered in marble and antique-finish mirrors, as well as pietra grey polished floors combined with calacatta lincoln featured finishes.
A warm colour palette has also been used with a taupe base. Accents of gold and brass are combined with geometric patterns and shapes to align with the heritage of the building.
Specialising in luxury residential design and interiors, Sophie Paterson Interiors took care of the furnishings and decoration. By mixing a palette of rich grey tones and luxurious finishes such as high gloss lacquer, silks and marble, the studio ensured the interiors were in keeping with the style and class of the building while remaining true to the heritage style and aesthetic.