If you’re a wealthy global buyer with a healthy sum to spend on a new apartment, what’s going to make you look at central London?

With LonRes figures showing that sales are down by around 14% in the £1m-£5m price bands in the first half of this year, compared with the same period last year, and the amount of available £5m+ stock at a record high, knowing how to do things differently – not just as a marketing gimmick, but in a way that will genuinely resonate and add perceived value in buyers’ eyes – is the holy grail among developers. The Telegraph has spotlighted 100 George Street W1 has an exemplar of this.

Supporting sales agent Yazmin Murat, Partner, Prime Central London Developments at Knight Frank said:

“100 George Street W1 takes a refreshing approach to development in Prime Central London. Unlike many new build schemes, it uses traditional architecture and materials inspired by the charming, understated Georgian townhouses of Marylebone. It is the only new scheme in this area that so authentically reflects this in the design.

From an environmental perspective, the design goes well beyond the basics. With over 17,000 sq ft of planting, biodiverse roofs, and an all-electric energy system, the environmental impact is significantly reduced. Features like secure cycle storage and a new Santander docking station also support more conscious day-to-day living.

The market response has been remarkable – around half the homes were sold within six months of launch making it our fastest-selling prime development in Westminster in 2024. That level of interest speaks to a growing appetite for homes that combine timeless design, thoughtful planning, and a genuine connection to their location.”

Read more via The Telegraph.