All that glitters is sales gold, as Alexander James Interior Design show home drives 85% of Hatton Wall off-plan sales
- Six out of seven apartments at Twenty Hatton Wall sold off the back of show home viewings
- Show apartment perfectly reflects the individual style and heritage of Clerkenwell
- Sales success reinforces the role of interior design in today’s property market
Alexander James Interior Design is celebrating the success of its latest show home – a two-bedroom duplex apartment at Twenty Hatton Wall in Clerkenwell.
The superbly presented show home led to six out of seven apartments in the development being sold off-plan.
“We are delighted by the resounding success of the Twenty Hatton Wall show home. We dressed it to appeal to contemporary Londoners, allowing them to picture themselves at home in the development. The results speak for themselves!”
Richard Angel, Managing Director for London, Alexander James Interior Design
Twenty Hatton Wall is a collection of seven one-bedroom and two-bedroom duplex apartments arranged over the top two floors of the Black Bull Yard premium office development.
Developed by Boultbee Brooks, each apartment enjoys its own private rooftop terrace area, while interiors are bright, expansive and flooded with natural light thanks to the floor to ceiling windows.
The Alexander James team was tasked with furnishing one of the two-bedroom duplexes, priced at £1.1 million. The design needed to reflect the vibe of the local area – stylish, arty and creative.
“Due to high specification of the apartments, their premium location and superior design, not to mention the stylish show home designed by Alexander James, Twenty Hatton Wall was always destined to be a highly desirable and fast moving development. Having the carefully considered show home in place enabled buyers to picture themselves at home at Twenty Hatton Wall and made their decision to purchase an easy one.”
Joshua Ayres, Director, London Residential Development, Hamptons International
As well as drawing inspiration from the local Clerkenwell vibe, the Alexander James team looked to Shoreditch and New York in terms of the style of the show home.
Given the trend-conscious nature of buyers in the Clerkenwell area, it was essential to achieve the perfect balance of contemporary chic and retro-inspired cool. With nearly all plots sold as a result of show apartment viewings, clearly the design was absolutely spot on.
“It’s always exciting to be asked to design and dress a new development, especially with the challenge of the immediate location not typically associated with residential property. Our skill is in having a thorough understanding of the London residential market, what the competition is doing and what prospective purchasers want from a home. This allows us to get into the mind-set of the buyer and view the property through their eyes, then furnish it accordingly to ensure success. In this case, that meant tapping into a true Londoner’s perspective and creating a home that was at once comfortable but aspirational, an oasis of funky luxury in one of London’s hippest areas. Seeing nearly all of the apartments sell as a result of our work was a delight and emphasises the value of interior design in today’s property market and importantly the value-add Alexander James Interiors brings to our clients.”
Richard Angel, Managing Director for London, Alexander James Interior Design
For more information, visit Alexander James Interior Design at www.aji.co.uk or call 0203 362 0472.