Inside IGI’s new loft-living scheme in Shoreditch

Developer behind NYC's acclaimed 90 West unveils Long & Waterson...

Major Israeli developer IGI Group has lifted the lid on its new apartment scheme in London’s Shoreditch.

IGI’s previous projects have included the 410-unit conversion of 90 West in New York City

Ron Izaki’s firm has been delivering commercial, resi, hotel and office projects in the US, London, Tel Aviv, Warsaw and Budapest for the last 60 years, garnering particular high praise for its work at 90 West (right) – the resi conversion of a famous office Manhattan building that suffered extensive damage on September 11, 2001

London efforts have so far focused on office schemes in landmark addresses – think Piccadilly, Portman Square and Berkeley Square – so the Long & Waterson project marks something of a new direction.

A number of cues have been taken from across the pond, including the appointment of NYC’s own ODA Architecture. Workshops and artisan studios on Long Street have been reimagined into lofts and apartments with new Crittal windows, kitchens by Poliform, Waterworks ironmongery and retained internal brickwork, while the new-build Waterson Building has created a set of “minimalist” units billed as “the epitome of residential chic”.

We like the overarching concept of “little moments of luxury amongst raw quality” and the show apartment has been curated with some amazing works of fine art – the idea being that an appreciation for art goes hand in hand with that of design and architecture. Of particular note is the Singalit Landau piece, which saw a black gown submerged in the waters of the Dead Sea for months, gradually turning sparkling white as salt crystals built until it became the “Salt Bride“.

Residents’ services include a 24-hour concierge, a  gym with saunas and treatment room, and a private cinema screening room.

Here’s a quick tour…

In Pictures: Long & Waterson (IGI Group)

Sales Agent: Knight Frank