Consented for nine apartments on land between Primrose Hill and Regent’s Park.
Transaction facts
| Service | Development |
| Location | St John’s Wood, NW8 |
| Status | Consented; in progress |
| Consent | Nine apartments — one one-bedroom, six two-bedroom, two three-bedroom |
The brief
A site in St John’s Wood that nobody was looking at as a site. The land served as the car park and porter’s lodge of Barrie House, a use that had been settled for decades and generated almost nothing, in one of the best residential pockets in north London — a short walk from Primrose Hill on one side and Regent’s Park on the other.
What we did
We identified the opportunity, secured the land and took it through Camden. Planning permission has been granted for nine apartments: one one-bedroom, six two-bedroom and two three-bedroom. The mix was set by the market rather than by what the envelope would allow — a building of this size in this location sells to downsizers and second-home buyers, and the two- and three-bedroom lateral flats are what those buyers want.
The result
The scheme is consented and in progress. It is the clearest illustration of how we look at central London: the value was not in the building, because there was no building. It was in a use that had gone unquestioned.