Globally renowned developer Native Land has unveiled the first show apartment at 100 George Street in Marylebone W1. The stunning, two-bedroom, 1,157 sq ft apartment dressed by Chapman Eugène, is set to bolster sales at 100 George Street W1, which has been named the fastest selling prime development in the Westminster area this year, according to the appointed sales agency, Knight Frank.
Developed in partnership with Derwent London and The Portman Estate, 100 George Street W1 is due to complete in spring 2025. The Hopkins Architects-designed building comprises a collection of 41 contemporary, Georgian-inspired residences and amenities located on The Portman Estate, a stone’s throw from Mayfair, Hyde Park and Regent’s Park.
Located on quiet, tree-lined George Street, the development neighbours renowned hot spots such as Nobu Hotel Portman Square and the Chiltern Firehouse, with Marylebone High Street a few minutes’ walk away. Each home has been designed to reflect the traditional, Georgian architectural history whilst encompassing the cosmopolitan living of modern Marylebone.
Chapman Eugène’s dressing of the new show apartment is a testament to calm and considered design that celebrates local London designers. The choice of shaded tones, gentle colour and layering of natural materials and textures allows for exquisite custom designed hand-made furniture and a personal collection of art and ceramics to add a distinct personality to this home.
A statement feature is the dining area, which comprises a custom-made dining table using locally sourced marble in subtle shades of pink, complemented by the iconic Utrech Cassina Armchair in the reception room – a signature piece in Chapman Eugène’s design. The art and ceramics collection has been thoughtfully curated to complement the autumnal colour scheme, creating the impression of a lifetime of collecting; perfectly aligning with the lifestyle of buyers of 100 George Street W1. Key pieces feature London-based photographer, Stuart Redler, with other pieces sourced from the Gloucester Room gallery close to 100 George Street.
All residences feature silver travertine bathrooms, grey quartzite kitchen worktops with sawn oak veneer joinery and Miele appliances, with most apartments featuring an Arabescato marble fireplace.
100 George Street W1 will also be home to some of London’s finest pied-à-terre residences, rarely found in Prime Central Lonon’s new luxury residential developments, as well as lateral principal homes with private terraces.
The Prime Central London market has seen an increase in the demand for high-end amenities that support health and wellbeing. In addition to a discreet 24-hour concierge and security, residents have access to a carefully considered suite of social spaces, also designed by Chapman Eugène. These comprise of a fitness studio with state-of-the-art equipment, treatment room and sauna, library, residents’ lounge and meeting room.
Almost half of the residences at 100 George Street W1 have been sold in just six months of being on the market.
100 George Street W1 forms part of a wider new development within The Portman Estate, which includes a beautiful pedestrianised courtyard, recently named as Loxton Walk, surrounded by boutique retail, neighbourhood dining and delicatessens, and a brand new fitness studio open to the public.
A tightening of planning policies in the Westminster area, including restrictions for height and square footage, has seen a decline in housing supply in the Prime Central London market. 100 George Street meets the growing demand for exceptional homes in Marylebone’s under-supplied market, providing buyers with a unique chance to own a home of this calibre in one of London’s most sought-after locations.
Nicholas Gray, director at Native Land, said: “100 George Street W1 has really set the benchmark for luxury living in London. The homes on offer are the embodiment of what today’s buyers are looking for; exquisitely crafted homes, private onsite amenities, all within a perfect, picturesque location.
“Marylebone has been a long-favoured location for high-net-worth buyers due to its superb neighbourhood amenity as well as its proximity to Mayfair, and the news that our development is the fastest selling in Prime Central London is really a proud moment.
“We wanted the design of the show apartment to represent and encapsulate the true form of modern Marylebone. Using the highest specification, the design details within the apartment really highlight the use of materials within each room, demonstrating an overwhelming sense of elegance and refinement at this prime residential address.”
Rupert des Forges, head of Prime Central London Developments at Knight Frank, added: “The first-class design for 100 George Street – from the outside entrance to inside the show apartment, really speaks for itself so it is of no surprise to see the success that has been achieved to date at this prime development.
“Marylebone continues to be the go-to postcode for discreet domestic and international buyers who value the environment that is maintained by the freeholder, The Portman Estate. I have no doubt with the Chapman Eugène show apartment having been delivered this autumn, we will see a further increase in activity as the project heads towards completion in the spring.”
Prices start at £1,850,000. For sales enquiries, contact Native Land sales team on +44 (0)20 7758 7188 or visit 100georgest.com for more details.
