Super-prime apartments are set to get even more swanky next year, as a host of new London developments come complete with hotel-esque amenities like spas, bars, music rooms and co-working spaces. With London’s priciest district coming in at nearly 96 times the average price of a home in the north of England (Knightsbridge, at £21.4m), and the capital home to the ten most expensive streets in the UK, super prime isn’t the most accessible market.
But if you are looking to buy, now is a perfect time: prices are (remarkably) down more than 20 per cent since their 2014 peak , and the perks on offer just keep getting better. Recent schemes within London have included the Four Seasons Residences at Twenty Grosvenor Square, Six Senses at The Whiteley and The OWO Residences by Raffles. Branded residences have been on the rise “across the globe,” according to Savills .
“But access to these luxury amenities comes at a price – with branded residences across London often seeing a price premium over non-branded ones.” Part of this is because changes like increased building costs, debt costs, higher environmental standards and stricter fire safety have all put pressure on the viability of new schemes. But it’s also because people have begun to expect more from their luxury flats: places like Dubai have long offered high-quality amenities, as well as collaborations with fashion houses and hotels.
With branded residences in particular, buyers value association with iconic nam.
