Northacre, London’s leading ultra-prime developer and ADFG, the global investment group have unveiled The Broadway, a new residential and commercial destination in the heart of Westminster.
Located at the former New Scotland Yard headquarters, The Broadway is set to re-define how Londoner’s live, work and play on the doorstep of the Capital’s most iconic landmarks. Set to complete in 2021, the development will be a vibrant 1.72 acre quarter, located in the heart of London’s most historic borough and will provide unrivalled views of The Houses of Parliament, Westminster Abbey, Big Ben, Buckingham Palace, the London Eye, St James’s Park, Horse Guards Parade and Green Park.
The Broadway’s six architecturally striking towers, conceived by Northacre and created by acclaimed architect Squire and Partners, frame a significant 20,000 sq ft public courtyard and pedestrianised piazza. Fringed by a new array of shops, cafes and restaurants, The Broadway will offer, 268 apartments, 355,000 sq ft of state-of-the-art residential space, located from the lofty fourth floor, priced from £1.56m. Two fourth floor, landscaped podiums link the towers, providing a verdant private oasis for residents above the bustle of London’s heartland.
Each of The Broadway’s buildings has been meticulously designed to protect the views that the conservation area dictates. Taking inspiration from these vistas, the architecture and facades of The Broadway creatively frame each outlook, flooding every apartment with light and allowing most residents to enjoy double aspect views across the iconic London skyline. Inspired by the design of the facades, each building has been named after three of the world’s most revered diamonds; The Sancy, The Paragon and The Cullinan – six new jewels in Westminster’s crown.
The Broadway provides 16,000 sq ft of health, fitness and spa amenities that offer residents the chance to relax and recharge in an exceptional setting. Facilities include an elegant 25m pool, gym and personal training studio, treatment rooms and a spacious, state-of-the-art games room, that can be booked by residents as additional entertainment space, alongside well-equipped meeting rooms, screening room and extensive parking.
Superbly connected, the underground stations of Westminster and St James’s Park neighbour the scheme, with Victoria Station, the centre of London’s travel network close by. As the area becomes a new thriving business and leisure district for London, The Broadway will add 118,000 sq ft of state-of-the-art office-space alongside its 27,000 sq ft retail collection for all to enjoy.
Driven by international interest that has also benefited from the weaker pound sterling, demand for quality properties in favoured postcodes increased in Prime Central London during the first half of this year. The Capital is witnessing a new wave of prime locations across Central London, such as South Bank, the City, Marylebone, Victoria and Westminster, which are re-defining the residential preferences of high-net-worth purchasers in London.
Over the last few years, Westminster has been transformed into a vibrant commercial and retail centre, supported by extensive investment and redevelopment. Historically, any new build schemes in the borough have been small-scale, boutique projects and over the last 5 years, only 6% of completed new developments have been more than 100 units in size.
The Broadway is set to be the final piece of the Westminster puzzle. London’s newest landmark destination for design, fashion and high-quality living, affirming SW1’s prime residential status.
For more information visit: www.thebroadwaylondon.com
