LUX October 2017

LUX - September 2017 25 ‘The Broadway’; A New Quarter Re-Defining Westminster ‘The Broadway’; A New Quarter Re-Defining 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 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 afford 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 25,800 sq ft retail collection for all to enjoy. Jassim Alseddiqi, CEO of ADFG comments on this latest development and how it will allow luxury residents to retreat to a truly luxurious London bolthole. “The acquisition of the former headquarters of New Scotland Yard and our plans for The Broadway represent ADFG’s continued commitment to investing in unique and iconic developments in London. The Broadway represents the future of urban living, a thriving destination to live, work and play in a world class address surrounded by unparalleled views of London’s most famous landmarks.” Niccolò Barattieri di San Pietro, CEO of Northacre added that this was an exciting new development. Northacre, London’s leading ultra-prime developer and Abu Dhabi Financial Group, the global investment group have unveiled The Broadway, a new residential and commercial destination in the heart of Westminster. “We are looking forward to creating another prestigious neighbourhood in London; a vibrant new hub for an area, which despite its unrivalled location, views and transport, has long been undervalued.” 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. 2 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. Fundamentally, Northacre, with a long history of specialising in revival projects is undertaking the development of The Broadway, their first new-build project with a similar meticulous ethos. Without exception, every Northacre-managed Prime Central London scheme has delivered a substantial uplift in residential values achieved for the area. In the last 25 years, Northacre has delivered more than 630 properties in London’s most sought-after addresses with a value of more than 1.25 billion GBP. Northacre currently has a strong development pipeline in place with a predicted Gross Development value of £2 billion. “...Westminster has been transformed into a vibrant commercial and retail centre, supported by extensive investment and redevelopment.”