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Spring / Summer 2021
The 31-storey Imperial is the ‘jewel in the crown’ in London’s Chelsea Creek development and its spacious three-bedroom apartments are the epitome of luxury
St George, part of Berkeley Group, has unveiled a brand-new show apartment in The Imperial, the ‘jewel in the crown’ 31-storey tower, within its landmark prime London development, Chelsea Creek.
The Imperial offers a collection of 157 Manhattan, one-, two- and three-bedroom apartments and penthouses in a unique waterside setting, many with far-reaching views across London and The Thames, just moments from the King’s Road, Chelsea.
Brand new to the market, each apartment features a balcony and floor-to-ceiling windows, ensuring impressive vistas and an abundance of natural light. The Imperial is the brand new – and final – phase of Chelsea Creek to the market.
The European feel of the Chelsea Creek development as a whole is enticing to investors from the Middle East, says Marcus Blake, Managing Director, St George City.
“Being right on the River Thames is also a huge draw for The Imperial. This, coupled with the close proximity to the world-famous Kings Road with its plethora of shops, restaurants and cultural attractions such as the Saatchi Gallery means that Chelsea Creek is an attractive destination to investors from the Middle East.
“Being so close to Knightsbridge is also a major draw – Knightsbridge is an area that has traditionally always been popular with investors from the Middle East, partly due to Harrods which is considered the holy grail of shopping to many!” he says.
The Imperial’s three-bedroom apartments are spacious. These homes are the epitome of luxury and design aspects include highly specified interiors, with custom-designed shaker-style kitchens, bespoke bathrooms with full marble floor and wall tiles, and integrated Miele appliances. Each apartment features a balcony and floor-to-ceiling windows, ensuring impressive vistas and an abundance of natural light.
The apartments are perfect for those wanting a base in London, whether that’s a ‘co-primary’ home, sole home, or second home.
The penthouses at The Imperial, with their distinctive features, are appealing to Middle East investors. The apartments span the 29th and 30th floors and have incredible panoramic views across London. The 29th floor is perfect to entertain a large family due to the spacious duplex living and oversized living space which caters to buyers of the Middle East who always look for space. Three penthouses are currently available with prices ranging from £4,900,000 to £4,995,000.
“The development offers incredible convenience with 24-hour concierge, spa facilities, and security around the project which results in residents having everything they need right on their doorstep for safe and easy living. As The Imperial is a crown jewel, it is appealing to all our previous and future buyers,” he says.
“This is the best building you can live in on-site. We have had buyers from previous phases who reserved a new home in The Imperial, just because they want the best,” he adds.
Around 70% of the apartments in The Imperial have waterside views. “We have, of course, the canal which runs through the developments, meaning you can get river views from the 1st floor. Once you go up to the 16th floor and above, you will be able to enjoy views over the River Thames as well. All of our apartments in The Imperial have garden views and, depending on the floor level, you will be able to enjoy garden views of the development’s landscaping or even local parks.”
Goddard Littlefair, a London-based, luxury interior design house with international expertise and a global portfolio, has designed the bespoke three-bedroom show apartment.
Jo Littlefair, co-founder, Goddard Littlefair, comments: “We have designed a home for the person we imagine living here – a lover of travel, design, collecting wonderful things from around the world and culture, someone who will (when we can) be enjoying the entertainment, shopping and restaurant facilities nearby. As such, the apartments’ role in this lifestyle is to be a supportive refuge and a flexible space to work and relax in. The resulting design is sophisticated and contemporary with references to travel, the written word and experience in the creative industries throughout.
“The colour scheme itself is calm and neutral with deep golden, amber and rust tones with strong accents in blues and dark oak furniture pieces. Added to this are highlights of brushed brass metallics and figured marbles used in the striking lighting features and decorative accessories throughout.”
Art forms a significant part of the interior, with glamorous references through art and photography throughout. The one-off apartment also has two balconies and benefits from its own bespoke layout.
“The study is particularly special (very relevant due to increased working from home!) – it has a hint of 1950s film noir with dark tones, burnt oranges, tans, leathers and brass. The artwork in the study pays tribute to the Thames at the turning point of Chelsea/Fulham by Studio Graphite.”
With this project, Goddard Littlefair has brought the design flair and talent from designing hotel, restaurant spaces into a residential space. “It’s fair to say we all need a bit of ‘entertainment sparkle’ even ‘at home’ or from the garden/terrace at the minute, given we cannot go out… so seems timely,” he says.
The apartment has been designed to complement the waterside setting through the use of greenery within the home. The extensive use of house plants (selected for their healing properties and health benefits) is very applicable to Millennials who are all about a more mindful lifestyle, he says.
Measuring 1,533 sq ft, the show apartment includes a spacious hallway, open plan living space, two generous terraces and three double bedrooms, one of which is dressed as a study in line with current demand.
Jo adds: “Working from home has become second nature and seeing this trend set to continue beyond the restrictions of the current climate, we dressed one room as a dedicated study offering a flexible solution for a couple to co-exist with a double-sided leather-wrapped desk served by a chair and pull up a stool while there is ample room for a comfortable sofa and plentiful storage, again provided by a bespoke fitted joinery unit.”
All apartments at Chelsea Creek are certified to Level 3 of the Code for Sustainable Homes. The Code for Sustainable Homes is a standard for the sustainable design and construction of new homes. To achieve a Level 3 rating, a home must perform better than a new home built to the minimum legal standards, and much better than an average existing home.
“All of our apartments are above average in terms of space, which make them very appealing to buyers from the Middle East as they are usually after space. Clients can choose their own colour specification and we also work with some of the best interior designers in the world who can privately advise our buyers on further customisation,” says Blake.
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