This design set out to create a haven for young professionals and families who love the vibrant art, music and nightlife scene in the New Cross area, and are looking to put roots down after moving from the inner city. One logistical challenge here was the entrance to the showhome being via a marketing suite, which meant synergy between the showroom design and development branding was essential.
The development’s branding and design has a fresh and modern approach, while still nodding to the historical apple trees that grow in the area. Appealing to a plethora of target markets with varied needs, the design uses organic and natural interiors to create a calming feel, while pops of Farrow & Ball’s vibrant apple red, ‘Blazer’ subtly brings in the development’s branding and history.
The final design has an earthy, organic feel using natural wood, marble and clay materials on both furniture and decorative pieces. Warm tones, shelving and artwork create a welcoming entrance area, leading to a living and dining room complete with natural pampas grass, and bespoke curved furniture perfect for entertaining and gathering for meals. Pulling together both the natural elements and the artsy retreat feel are the abstract wall hangings created by a local artist. Over 80% of the development is now sold.