Galliard and Argent Design have laid claim to creating the “coolest”, “most expensive” and “most entertaining” marketing suite in London, involving the repurposing of a Victorian viaduct in Shoreditch.
The firms are cutting the ribbon on the show apartment at The Stage later today, the £750m development of the 2.3 acre site of Shakespeare’s Curtain Theatre, and they’ve gone all out to grab the attention of prospective buyers. Some would say they’ve already achieved this, considering that 18,500 enquiries have already come in and over 1,400 people have registered their interest in buying something since the project was officially announced last month..
Argent’s Nicola Fontanella (pictured) has been in charge of the suite’s design, which has effectively turned the arches of William Baker’s 1865 viaduct into a microcosm of the entire project. The spaces, which have 20 foot high ceilings, have been enclosed with glazing and now house a fully-dressed one-bed apartment, a night-club style “data-presentation space” with an Air Force One-inspired interactive system, a reception lobby, and a VIP “club room” with a drinks bar and lounge area. A media table and cinema screen will take buyers on an interactive tour of the scheme and provide all kinds of CGIs and maps.
Fontanella (whose other clients include Madonna, Guy Ritchie, Gwyneth Paltrow and Fredrik Ljungberg) has gone for a Mayfair gentleman’s club vibe in the apartment itself, with a Chesterfield sofa in Herringbone, Missoni carpets with a West Country style weave, dog-tooth pattern jewel boxes, Colonial style fanlights and British bulldog ornaments, and there’s works by Shoreditch street artist D-Face on the walls (he’s big with the likes of Aguilera, Beyonce and Jay Z we’re told).
The scheme itself is a JV between Galliard, Cain Hoy, McCourt, Vanke and The Estate Office Shoreditch; it’s creating a new square centred around the remains of the famous Tudor playhouse and bordered by 400,000 square feet of cafes, restaurants and shops and four new buildings, including a 37 storey, 412-unit resi tower.
When the sales graft is done and dusted, the viaduct will become 9,000 square feet of shops and bars, crowned by a landscaped park with a tea/coffee house.
Nicola Fontanella: “This is the most unique and entertaining lifestyle-come-marketing suite Argent has ever created. Combining historic Victorian brick arches with bespoke British contemporary furnishings and D-Face artwork to create the City of London’s most electric destination.”
David Galman, Sales Director of Galliard Homes: “In our view this is the most outstanding marketing suite and the coolest show-apartment in London. For anyone interested in the capital’s finest new homes our marketing suite is a “must see” destination. The regeneration of this Shakespearean site will elevate the status of Shoreditch to that of the uber-cool Meatpacking district in downtown New York City.”