Show homes that stand out – A Portobello Road success tale

A desirable location

Helping to maintain the high standards of a heritage brand like Peabody is something that Benham and Reeves considers to be both a major opportunity and a rare privilege.

Located in the salubrious West London district of Notting Hill, The Auria is a magnet for corporate professionals seeking the optimum work/life balance. This makes it an attractive target for serious-minded investors who recognise the value of affordable luxury in amenity-rich locations.

A competitive market

Furnishing a one-bedroom show home was high on the list of priorities for the developer, as this is a sector of the London property market that continues to remain highly competitive. Taking into consideration their vast experience and wealth of design talent, our design partners at InStyle Direct were the perfect fit for the task. The goal was to create a living space that would grab and hold the attention of the specific buying demographic, which includes discerning professionals, families and committed investors. Completing such a project in the allotted time would then be a catalyst for a concerted sales push.

A strategic approach

The requirements of the developer were clear and concise. Nevertheless, our design partners were still able to distil those guidelines down to a selection of design essentials that would draw from the elegance of the surrounding neighbourhood. Peabody has a long association with how Central London was and continues to be shaped, and we wanted to highlight this fact. Not only was the client impressed with the team’s quick grasp of the assignment, but they were also pleased with their imaginative problem-solving and the seamless installation of the various elements.

After a collaborative consultation, the design team split the project into the following components:

1. The colour scheme needed to be warm and welcoming so as not to alienate prospective buyers with a look that was too sterile. Muted shades still gave the apartment an air of subtle refinement.

2. Furniture stylings were contemporary with nods towards the slimmed-down functionality that emerged in the middle of the 20th Century. Modern materials allowed these items to be lightweight and easy to move to the next unit.

3. In order to provide contrast to the neutral backdrops, splashes of colour were used to punctuate the various living spaces. The team introduced these in the form of differently sized cushions and accessories.

4. In addition to accessories, abstract art is a great way to add colour and individuality to a room, and thus was carefully chosen and creatively positioned.

5. Another tried-and-tested technique was to install feature walls and textured wallpaper. This had the effect of splitting the space into zones while providing varying backdrops for artwork, plants and statement light fittings.

6. Something of a speciality of our design partners, effective window dressing brought bespoke individuality to a room. Paired with imaginative mirror placement, it also improved and enhanced the quality of natural light that entered the property.

7. All of these innovations prompted enthusiastic responses from Peabody developers because they followed the initial plan, yet added extra value.

A Positive attitude

Our team comprises specialists who are also experienced troubleshooters, but our main problem-solving tool was, and always will be, communication. The maintenance of clear and accessible lines of contact was an absolute priority as it enabled the client to feel involved throughout the process. Delivery and installation times were carefully staggered to ensure minimum disruption. They were also flexible enough to allow for any unscheduled delays or changes of priorities.

The plan was always to create a show home that would stand out yet remain eminently saleable. We achieved this by taking influences from the unique combination of architecture and culture that gives Notting Hill its unique charm. It was an approach that was shared by developers who have long associations with central and west London.

An impressive result

Show homes need to be both impactful and welcoming. The clarity of Peabody’s brief, together with the close cooperation between teams, allowed us to realise this goal.

By definition, a show home has to be in place before the completion of the rest of the phase. Our judicious use of talent, time and resources meant that we were never under any serious time pressures.

The Auria offers residents a singular West London living experience, combining the on-trend immediacy of Portobello Square with the very best in contemporary luxury. It occupies an enviable niche in an already desirable neighbourhood, and we feel that our efforts have helped sharpen this profile.

With the help of our design partners, Benham and Reeves’ aim is to enter into more collaborative ventures with the Peabody Group. We regard their enthusiasm for the Auria project as a positive development that will eventually lead to referrals to other clients.

A great opportunity

Add value to your portfolio without adding unnecessary pressure by using our furnishing services for developers. Let us create show homes that will attract interest, boost sales and keep you ahead of the competition. Together with our design partner, we can ensure outstanding results by combining the best materials and expertise.