Grand New: Unbranded recreates trio of Italianate townhouses in South Ken

Ambitious project reinstates elegant Victorian terrace destroyed by WW2 bombs

A set of three brand new but classically formed townhouses has come up for sale on South Kensington’s Hereford Square.

Developer Unbranded London took on the ambitious project to restore the 167-year-old Italianate terrace to former glories, more than 70 years after the square took a direct hit during a World War Two bombing strike. The three new properties have replaced the subsequent, nondescript 1950s block and stay faithful to Victorian architect Thomas Holmes’ original layouts and ornate facades, albeit with significant lower ground floor additions.

All three have six bedrooms apiece, high ceilings and grand entertaining spaces, with overall sizes ranging from 3,928 to 4,000 square feet (Number 26, on the corner plot, is the biggest). Internal features include cinema rooms, secure digital entry systems, Lutron lighting, and zonal heating and cooling systems, with finishes involving polished nickel detailing, wide-plank oak flooring and Carrara marble.

Savills and Russell Simpson have both been instructed and are offering No. 24 for £8.75m, No. 25 for £8.65m and No. 26 for £9.25m. Alternatively, all three are available to buy as a pretty unique set at £26.65m…

Jake Russell of Russell Simpson: “Hereford Square is a truly unique project, which has all the elements of a restoration project, but with new-build quality that brings three lost homes back to their pre-war glory.  Each property has been masterfully constructed to recreate the exceptionally beautiful, classic Victorian London architecture typical of the area, using a combination of modern building materials and traditional styling.

“The houses are likely to appeal to a buyer looking for a quintessential London townhouse, à la Mary Poppins – beautiful, white stucco fronted architecture that London is famous for, with a beautiful open view over an immaculately manicured garden square. A further incentive for buyers is the fact they could purchase all three as a collective to suit their needs.”

Barbara Allen of Savills: “Hereford Square is a discreet yet highly sought after address, and once people move in they stay for decades. Traditionally very popular with British buyers, it’s increasingly on the radar of international buyers from America and Western Europe.

“These elegant townhouses deserve architectural praise for how seamlessly they blend with the original mid-19th Century stucco square. They offer buyers the very best of both traditional living alongside modern comforts. Behind the beautiful white Victorian-styled facades, unlike the original townhouses on the square, you will find spectacular lower ground floor accommodation, generous ceiling heights and better volume, and an exceptionally well configured layout.”

Russell Simpson on 020 7225 0277/ or Savills on 020 7581 5234/020 7730 0822/