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“Home is a name, a word,
it is a strong one…”
Quote from Martin Chuzzlewit, 1843–44.
Charles Dickens, the English novelist,
lived at 22 Cleveland Street, Fitzrovia.
CONTENTS
INTRODUCING
FITZROY PLACE—05
WHERE CREATIVITY LIVES
FITZROY PLACE
—09
LONDON’S BEST
CONNECTED ADDRESS
TRANSPORT
—14
A WORLD CLASS SEAT
OF LEARNING
EDUCATION
—22
CENTRAL TO LONDON LIFE
FITZROVIA
—27
A HOME AS INDIVIDUAL
AS YOU ARE
THE APARTMENTS
—38
EVERYTHING YOU NEED
AMENITIES
—52
YOUR NEW HOME IN DETAIL
SPECIFICATIONS AND FINISHES
—58
PARTNERS IN QUALITY—66
THE MOST SIGNIFICANT
DEVELOPMENT IN FITZROVIA
FOR OVER 50 YEARS
Fitzrovia has long been one of London’s most cherished areas.
Located within the City of Westminster and surrounded by the
adjoining neighbourhoods of Mayfair, Soho, Marylebone and
Regent’s Park, it presents London life, both work and play, at its
very best.
Fitzrovia is founded on its rich cultural history and creative spirit.
Over the centuries the area has been home to some of the world’s
leading writers, artists and creative thinkers. From Charles Dickens
to Jimi Hendrix, and the Saatchi brothers to Coldplay.
Now, something new is coming to Fitzrovia that’s as unique as the
district itself. Fitzroy Place is a collection of prestigious new
homes, enticing stores, a restaurant and extremely high quality
office space, all gathered around a stunning landscaped square.
—
Set in an unrivalled central London location,
Fitzroy Place is as unique as the district itself.
0504
WHERE CREATIVITY LIVES
Unquestionably contemporary, the architecture of Fitzroy Place
draws its inspiration from the rich traditions of Fitzrovia. From
the generous proportions and high ceilings of the area’s beautiful
Edwardian mansions, to the simple lines and fresh thinking
of modern design, Fitzroy Place has been conceived to integrate
effortlessly with this stylish central London district.
The project’s award-winning architects, Lifschutz Davidson
Sandilands and Sheppard Robson, have worked together to
produce a masterplan that grows naturally from its surroundings.
Centred around the first new square in London W1 for over
one hundred years, the development will include three new
residential addresses. By bringing together a 21st century city
living experience with Fitzrovia’s history and creative heritage,
Fitzroy Place will sit perfectly within the area’s famous streetscape.
Drawing inspiration from the area’s strong Edwardian identity, the architecture
is sympathetic to the surroundings in form, material and detail.
08 09
THE LUXURY OF CHOICE
Fitzroy Place comprises over 230 private residences, from generously
appointed suites and apartments to stylish duplexes, including a select
number of prestigious penthouses. Each property is designed to an
exceptionally high standard, crafted to reflect residents’ expectations
of uncompromising quality and originality. Authentic natural materials
blend seamlessly with state-of-the-art design to ensure that this new
Fitzrovian gem becomes an instant classic.
10 11
Lyric: Jimi Hendrix – Freedom,
Reprise Records, Parlophone, 1971.
“Freedom to live.
Freedom, so I can give.”
Jimi Hendrix, the famous guitarist and songwriter,
was known to play at The Speakeasy,
48–50 Margaret Street, Fitzrovia.
LOCATION IS EVERYTHING
London is a city best enjoyed on foot and from Fitzroy Place
you can walk everywhere. Many famous streets are on your
doorstep including Oxford Street, Regent Street, Bond Street and
Marylebone High Street.
There are several Underground stations nearby including Oxford
Circus, a five minute walk away, as well as mainline railway stations
at Euston, King’s Cross and St. Pancras. The latter is also home to
London’s Eurostar terminal, from where you can speed to Paris in
just over two hours.
London’s new Crossrail service, due to open in 2017, will offer
a direct service to London Heathrow Airport with a journey time
of thirty minutes. There will only be six Crossrail stations in central
London and yours will be a five minute stroll from Fitzroy Place.
Bond Street, one of a number of Underground stations
within walking distance of Fitzroy Place.
—
Fitzroy Place. Easy to get to. Easy to get around.
14 15
Fitzroy Place enjoys excellent transport links. Travel times
from nearby Oxford Circus Underground station:
Green Park 2 mins, Victoria 4 mins, Waterloo 6 mins, King’s Cross 6 mins,
Bank 8 mins, Knightsbridge 10 mins, Liverpool Street 10 mins, City Airport
34 mins, Heathrow Airport 43 mins, Gatwick Airport 45 mins
19
M AY FA I R
F I T Z R O V I A
H O L B O R N
B L O O M S B U R Y
W E S T M I N S T E R
M A R Y L E B O N E
S O H O
K N I G H T S B R I D G E
B E L G R AV I A
R E G E N T ’ S P A R K
V I C T O R I A S T R E E T
C O N S T I T U T I O N H I L L
GR
OSV
EN
OR
PL
AC
E
K N I G H T S B R I D G E
O X F O R D S T R E E T
H I G H H O L B O R N
ED
GW
AR
E R
OA
D
BA
KE
R S
TR
EE
T
TO
TT
EN
HA
M C
OU
RT
RO
AD
PI C
CA
DI L
LY
M A R Y L E B O N E R OA D
E U S TON R
OA
D
VI C
TO
RI A
EM
B A N K M E N T
BO
ND
ST
RE
ET
RE
GE
NT
ST
RE
ET
TH
E M
AL
L
ST
RA
ND
CH
AR
IN
G C
RO
SS
RO
AD
OU
TE
R C
IR
CL
E
SL
OA
NE
ST
RE
ET
PAR
K L
AN
E
B R O M P T ON
RO
AD
Euston
Euston Square
Oxford CircusPaddington
Bond Street
Piccadilly Circus
Tottenham Court Road
Green ParkHyde Park
Corner
Knightsbridge
Sloane Square
St James’s Park
Victoria
Westminster
WaterlooCharing Cross
WALKING TIMES
FROM FITZROY PLACE
Oxford Circus 5 mins
—
Regent Street 5 mins
—
University College London 7 mins
—
Regent’s Park 7 mins
—
Bond Street 10 mins
—
British Museum 10 mins
—
Selfridges 12 mins
—
Royal Opera House 15 mins
H Y D E P A R K
CH
AR
LO
TT
E S
T.
CL
EV
EL
AN
D S
T.
SH
AF
TE
SB
UR
Y A
VE
.
M A R Y L EB ON E HIG
H S
TR
EE
T
Henry VIII used to hunt in Regent’s Park. Today it is home to London Zoo, the
Open Air Theatre and the London Business School. Its wide open spaces make
it a popular place to cycle. All this is just 7 minutes’ walk from Fitzroy Place.
21
A WORLD CLASS SEAT
OF LEARNING
Fitzrovia has been a magnet for students from around the world for
centuries. Here, you're within walking distance of colleges, schools
and universities.
London is the only city in the world with three of the world’s top
thirty universities*. Two of them, University College London (UCL)
and King’s College London, are near Fitzroy Place, as are the London
School of Economics (LSE) and the University of Westminster.
Central St Martins, one of the world’s most celebrated art colleges,
the Royal Academy of Music and the London College of Fashion,
also have campuses nearby.
—
“London is a great city and there is nowhere better to come
and study. You will be studying at universities ranked amongst
the best in the world with first-class teaching and research
being undertaken by academics from all over the globe.”
Boris Johnson
Mayor of London**
University College London (UCL), 7 minutes’ walk from Fitzroy Place.
Founded in 1826, notable alumni include Graham Alexander Bell and Mahatma Gandhi.
*QS Best Student Cities 2012.
**Foreward from Study in London 2011.
www.studylondon.ac.uk Image © UCL Photographic Services
22 23
Fitzroy Place is in the heart of Fitzrovia, characterised by its
mix of stunning Edwardian mansions and boutique shops.
25
CENTRAL TO LONDON LIFE
SHOPPING. EVERY NECESSITY, ANY INDULGENCE
From Fitzroy Place there are shopping choices in every direction,
from Mayfair luxuries to the charms of Marylebone or the bustle of
Oxford Street and Regent Street.
Fitzrovia itself is packed with charming boutiques, and you’re
a short walk from world-famous stores like Liberty and Selfridges
and the iconic brands of Bond Street. Here you will find Cartier,
Gucci, Louis Vuitton and Prada. Knightsbridge, with its flagship
stores of Harrods and Harvey Nichols, is a short taxi ride away.
Luxury shopping opportunities abound, but there is also a wealth
of diverse independent shops which combine to make London one
of the world’s best retail destinations. And all are within easy
reach of Fitzroy Place.
Ten minutes’ walk from Fitzroy Place: London’s Mayfair, known throughout
the world for its wealth of elegant stores and exclusive brands.
26 27
THE HOME OF FINE DINING
Fitzrovia has an enviable reputation for its cuisine. Charlotte
Street, for example, has what many consider London’s best
collection of restaurants including the Michelin-starred Pied
à Terre, Roka with its contemporary Japanese menu, and Elena’s
L’Etoile which was T.S. Eliot’s favourite restaurant. The recently
opened Dabbous and the exquisite Hakkasan are also nearby.
BEST IN SHOW
From Fitzroy Place it’s a short stroll to London’s world famous
‘Theatreland’. Here you will find over thirty musicals and plays,
including favourites such as Les Misérables and Chicago. Or
if you prefer the classics, you can walk up to Covent Garden
and take in a performance at The Royal Opera House, home to
The Royal Ballet and The Royal Opera.
TREASURE EVERYWHERE
Fitzrovia has been a notable artistic centre for almost a hundred
years. Today around ten percent of London’s art galleries are
located here showcasing some of the nation’s freshest art. For
those who prefer more traditional masterpieces, the National
Gallery is a short taxi ride away.
More cultural experiences are close by including the British
Museum, with its vast collection that charts mankind’s evolution
from the Stone Age to the present day, while book lovers will
relish the literary treasures of the British Library.
Charlotte Street, Fitzrovia. Named in honour of Queen Charlotte in 1761,
the street is home to many of London’s finest restaurants.
30 31
On your doorstep: the British Museum, home to one of the world’s
largest collections of antiquities from the Classical world.
33
EVERY STREET TELLS A STORY
Fitzrovia has long had a vibrant bohemian character and many of
culture’s greatest names have called the area home. Painters like
Constable, Hogarth and Whistler were once residents. So too,
were writers as diverse as Charles Dickens, Virginia Woolf and
George Orwell.
Pink Floyd and Jimi Hendrix have played at The Speakeasy
on Margaret Street, while Bob Dylan made his London debut at
the King & Queen pub on Foley Street. The musical traditions are
just as strong today: Coldplay, one of the biggest bands in the
world, formed while studying at University College London.
—
Fitzrovia. Steeped in culture.
Follow in the footsteps of some of culture’s best-loved names.
34 35
“Look at the stars,
look how they shine for you.”
Coldplay, one of the biggest bands
in the world, formed at Ramsay Hall on
Maple Street, Fitzrovia, while studying
at University College London.
Lyric: Guy Berryman, Jon Buckland, Will Champion,
Chris Martin — Yellow, Parlophone, 2000.
A HOME AS INDIVIDUAL
AS YOU ARE
The architectural history of Fitzrovia is rich in beautifully
proportioned homes. It is a history we revere and are proud to
continue, with spaces defined by authentic materials, perfect
details and clean lines.
The wide variety of apartments, including a selection of suites,
duplexes and penthouses, have been designed to optimise the
natural light and views, with the majority enjoying their own
private outside space.
It will be a pleasure to live in these homes. Among their light and
elegant spaces, you’ll have the freedom to express your own
character and create a home as individual as you are. In the
words of Fitzrovia’s own Virginia Woolf, “a room of one’s own”.
The duplex apartments offer stunning double height space and finely
crafted feature staircases. Interior walls combine solid and glazed
areas maximising light and providing walls for art.
38 39
The kitchens, bespoke to Fitzroy Place, fit seamlessly within the main living
areas of the apartments. The premium quality appliances are complemented
by the use of natural materials, including stone and oak.
40 41
Comfortable luxury living. In most apartments the principal bedrooms
offer generous storage provision, and in some cases walk-in wardrobes,
together with a separate bath and shower.
42 43
Beautifully crafted bathrooms and shower rooms are finished in natural stone
and porcelain tiles with custom-designed basins and Vola taps in satin chrome.
Features include motion sensor lighting, underfl oor heating,
heated walls and ingenious, concealed storage.
44 45
Enjoy plentiful natural light from the full height windows and the sense
of generous space afforded by the high ceilings. Most apartments
have balconies offering views over the landscaped square.
The design dovetails elegant simplicity with classical style.
Among each apartment’s elegant spaces, you’ll have the
freedom to express your own character.
46 47
The approach and entrance to each apartment complements
the interior fi nishes perfectly. Careful consideration has
been given to every detail at Fitzroy Place.
The design of the suites ensures an optimum use of space combined with
fine detailing. All apartments have been cleverly sculpted by the use of discreet
programmable mood lighting, washing the ceilings and walls.
48 49
Designed to exceed expectations, the apartments at Fitzroy Place
will meet the most discerning of tastes.
ELEGANT INTERIORS
The apartment interiors at Fitzroy Place have been created by
acclaimed interior architects, Johnson Naylor. Their vision has
resulted in a design that dovetails elegant simplicity with classical
style through a calm, sophisticated palette of materials.
Ultra efficient smart home technology is the hallmark of the
apartment systems. Discreetly integrated into the fabric of the
apartments, the technology delivers the highest level of security
and offers complete environmental control via underfloor heating
throughout and the inclusion of comfort cooling.
Personal preferences are initiated through a structured wiring
system that connects all rooms to a central location. This allows
occupants the flexibility to change, add and enhance audio, video
and control systems.
50 51
EVERYTHING YOU NEED
As a resident of Fitzroy Place you will always be exceptionally well
looked after by our first class team who are at your service 24 hours
a day, 365 days a year.
Our concierge provides a wide variety of services from simply helping
with the shopping to organising housekeeping, booking theatre
tickets, arranging courier services and much more. A dedicated
building management team will ensure that Fitzroy Place is kept to
exacting standards.
Fitzroy Place is more than a desirable residence. There will be
shops, a restaurant and a private dining facility to entertain guests.
In addition, secure underground parking is available together with
ample spaces for bicycles and motorbikes and additional lockers for
long-term storage.
The concierge will be located in No. 8 Fitzroy Place.
52 53
YOUR EXCLUSIVE CLUB
As a resident you are automatically a member of The Fitzroy Club.
The Club offers a wide range of facilities including the Club Room
where you can relax and unwind beside the stunning fireplace or the
widescreen TV.
A private twenty seat cinema will show a wide range of programmes
and feature films chosen by residents, and a children’s play area will
keep little ones entertained.
For a work-out or a spot of pampering, there’ll be a state-of-the-art
gym, a studio for personal training and a massage room.
Business needs are catered for with an executive lounge with Wi-Fi
and copying facilities, and a conference room will be available to
book for private meetings.
The Fitzroy Club provides residents with access
to a wide range of amenities and facilities.
54 55
The Club Room is an exclusive extension of your home.
The sumptuous surroundings and comfortable sofas make
this an ideal setting for a relaxing afternoon or evening.
56 57
Kitchen— Bespoke kitchen cabinets fi nished
in a combination of solid acrylic in
a light or dark palette and natural
timber veneer.
— Wall units in a lacquer fi nish to
cabinet doors and feature colour
display dresser, with integrated
down lighting to the work surface.
— Solid surface worktop and splash
back in technical stone or similar
with undermounted stainless steel
sink and single lever mixer tap
(Vola or similar).
— Feature stone wall panel
to complement selected
colour palette.
Integrated appliances
(all Miele or similar):
— Fridge/freezer.
— Wine cooler.
— Multi-function electric oven and
separate built-in microwave.
— 4-burner electric induction hob.
— Dishwash drawers.
— Extractor fan with integrated
lighting.
— Compartmentalised waste storage.
— Combined washer/dryer situated
within hall cupboard or utility room.
Note: variances occur between
apartment types. Please refer
to the sales team for individual
apartment kitchen schedule.
YOU R N EW HOM E I N DETAI L
From the top, left to right:
Dark — stone, acrylic.
Light — stone, acrylic.
Natural timber veneer
complements both palettes.
Your kitchen is available
in a choice of dark or light
colour palettes.
58 59
Bathrooms— Continuously formed white glazed
ceramic basin.
— Bespoke wall mounted fully mirrored
cabinet with integrated lighting,
shaver socket and de-mist feature.
— White vitrified enamel wall
mounted WC with soft close seat
and dual push button fl ush.
— Walls finished in panels of full
height large format natural stone
tiles, back painted glass and
porcelain tiles in either a light
or dark palette.
— Large format natural stone tiles
to fl oors in a honed finish.
— Baths are enamelled steel.
Bath panels will be in natural stone.
— Thermostatically controlled shower.
— Solid surface fl ush shower trays.
— Frameless glazed shower screens.
— High quality satin chrome finish
brassware (Vola or similar).
— Electric heated wall for towel
and bathrobe warming.
— Satin brass finish rail for towel
and bathrobe.
— Underfl oor heating.
— Night light function.
Note: variances occur between
apartment types. Please refer
to the sales team for individual
apartment bathroom schedule.
Natural stone.
Bathroom shown in dark
colour palette.
Dark — porcelain.
Light — porcelain.
60 61
Floors— High quality engineered timber
fl oor finish to all rooms, except
bathrooms.
Doors— Full height entrance door in
veneered hardwood solid core
with hardwood frames and high
quality door furniture, including
cylinder night latch and spy hole.
— Painted factory finish full height
internal doors with painted
softwood frames and high
quality handles.
Wardrobes— Wardrobes will have bespoke
timber veneer or lacquered doors,
with internal fittings to include a
high level shelf, hanging rail and
internal lighting.
Heating and cooling— The building is served by the wider
development’s district heating and
chilled water network, providing
metered hot water and cooling to
all apartments.
— Underfl oor heating throughout.
— Comfort cooling provided by fan
coil units to reception rooms and
bedrooms in all apartments.
Electrical — 5 amp lighting and 13 amp
power circuits.
— Lighting switch plates and socket
outlets finished in satin stainless
steel or similar high quality finish.
Lighting — Lighting will generally comprise low
voltage LED luminaires throughout.
— Programmable mood lighting
providing dimming and scene
set function.
— Feature ceiling trough detail
with concealed lighting in
selected locations.
— Provision for table and fl oor lamps
to be connected to a 5 amp lighting
circuit in reception rooms and
master bedrooms.
AV, telephone and data systems— Fitzroy Place will be served by
a network providing a high speed
internet connection.*
— Television (terrestrial and SkyHD)
points to reception rooms and
all bedrooms.
— Telephone and data points to all
reception rooms and bedrooms.
— Fully terminated cabling backbone
provided to enable the installation
of a wide range of audiovisual
and integrated control solutions.
— Pre-wired for multi room audio
allowing for connection of speakers
into backbone wiring for future
AV systems. Discreet fl ush mounted
speakers fitted as standard in
living rooms.
— DAB aerial connection.
— Windows in living spaces and
principal bedrooms pre-wired
with power and control cabling
to allow for motorised blind
and curtain options.
* Connection to the communications
infrastructure to be arranged by
the purchaser via a service provider
in the normal manner.
Floor to ceiling heights — Entrance halls: 2.4m.
— Reception rooms and bedrooms:
2.6m.
— Bathrooms and kitchens: 2.4m.
Note: the above figures are
approximate and relate to the
general height within each room.
Balconies and Juliette balconies— All balconies accessed via opening
or sliding glazed doors.
— Hardwood decking or similar fl oor
finish with level threshold.
— Frameless structural glass
balustrade or bespoke powder
coated metal fi nish with stainless
steel or timber hand-rail.
— Enclosed glazed balcony or ‘winter
garden’ with temperate semi-
external environment adjoining
living space where applicable.
Security— 24/7 on-site security team.
— CCTV surveillance to all public areas.
— Security fob access control to all
building entrances and car park.
— Video entry phone to all apartments
with direct link to concierge.
— Mains supply smoke or heat
detectors and sprinkler fire
protection system.
— Apartment entrance doors are
pre-wired for installation of an
intruder alarm system.
Residents’ amenitiesThe residents at Fitzroy Place will
benefi t from a full range of lifestyle
services and amenities including:
— Five star 24/7 concierge service.
— 20-seat private cinema.
— Business lounge.
— Residents’ lounge and Club Room.
— Private dining room/meeting room
and kitchen.
— Personal training room and fully
equipped gym.
Lifts— Two passenger lifts serve each
core, all residential fl oors and
the basement car park.
Car parking and storage— Car parking spaces and self-
contained storage accommodation
are available for purchase by
separate negotiation.
— Secure cycle storage.
— Wash down facility.
— Charging points for electric vehicles.
General— All apartments benefit from
a 10-year NHBC warranty.
— Each apartment will be sold
on a 990-year lease.
— A Service Charge will be payable
to cover the costs of estate and
building management, building
maintenance and insurance.
— Residents’ intranet.
Please note that the apartment specification
is subject to change.
62 63
“We see nothing truly
until we understand it.”
John Constable, the major English landscape
painter of the 19th century, lived and worked
at 76 Charlotte Street, Fitzrovia.
Quote from The History of Landscape Painting,
third lecture, Royal Institution, 1836.
PARTNERS IN QUALITY
Fitzroy Place is being developed by multi award-winning developers
Exemplar, with the financial backing of Aviva Investors, the global
asset management business of Aviva plc.
A compelling partnership of proven development expertise and
one of Europe’s largest real estate investment managers.
EXEMPLAR
Exemplar is well-recognised as one of London’s leading property
developers, responsible for more than four million square feet of
projects over the past eight years. Exemplar’s goal is to deliver
developments that are finely crafted, where proportion and the
use of authentic materials are constant, and where considered
thought and quality of finish shine through in every development,
from inception to completion.
exemplar.co.uk
AVIVA INVESTORS
Aviva Investors is the global asset management business of
Aviva plc, the UK’s largest insurer and one of Europe’s leading
providers of life and general insurance. Aviva Investors operates
in 16 countries with total assets under management of over
£263 billion (at 30 December 2011). Aviva Investors are active
investors/developers within the Central London market. As
long-term owners and developers of real estate, Aviva Investors
has an established track record in award-winning and best in
class real estate projects.
avivainvestors.com
fitzroyplace.com
66
CB Richard Ellis Ltd
Henrietta House
Henrietta Place
London W1G 0NB
T +44 (0)20 7182 2000
IMPORTANT NOTICE
Savills and CBRE, their clients and any joint agents give
notice that:
1. They are not authorised to make or give any
representations or warranties in relation to the property
either here or elsewhere, either on their own behalf or
on behalf of their client or otherwise. They assume no
responsibility for any statement that may be made in
these particulars. These particulars do not form part
of any offer or contract and must not be relied upon
as statements or representations of fact.
2. Any areas, measurements or distances are approximate.
The text, images and plans are for guidance only and
are not necessarily comprehensive. It should not be
assumed that the property has all necessary planning,
building regulation or other consents and Savills
and CBRE have not tested any services, equipment
or facilities. Purchasers must satisfy themselves by
inspection or otherwise.
3. These particulars were prepared from preliminary plans
and specifi cations before the completion of the properties.
These particulars, together with any images that they
contain, are intended only as a guide. They may have
been changed during construction and fi nal fi nishes
could vary. Prospective purchasers should not rely
on this information but must obtain independent legal
advice from a properly qualifi ed solicitor regarding the
plans and specifi cations for the property.
4. The reference to any mechanical or electrical equipment
or other facilities at the property shall not constitute
a representation (unless otherwise stated) as to its state
or condition or that it is capable of fulfi lling its intended
function and prospective purchasers/tenants should
satisfy themselves as to the fi tness of such equipment
for their requirements.
5. Any references to travel times and distances are for
guidance only and have been sourced from walkit.com
and tfl .gov.uk.
6. Nothing in this publication should be deemed to imply any
affi liation with or endorsement, sponsorship or support
of Fitzroy Place by any person or company, including
those mentioned or shown within this publication.
Savills (L&P) Ltd
Lansdowne House
57 Berkeley Square
London W1J 6ER
T +44 (0)20 7409 8756