Battersea Power Station has long cast an imposing shadow on London’s landscape. As one of the city’s most iconic landmarks, in one of its most desirable areas, the regeneration of Battersea has sent developers into a frenzy. Now from the runways of Milan to the walkways of the Thames, one of the world’s most iconic fashion brands is about to be let loose on South West London. With the new Nine Elms regeneration picking up pace, Middle Eastern developer DAMAC has teamed up with Versace to design a 50-storey skyscraper.
With 360 homes, Aykon Nine Elms, will be the first private residences in the country with interior design by Versace Home. The haute couture brand added lifestyle products and furniture in 1997, but it has chosen this collection – a mix of penthouses, studios and one, two and three bedroom properties – to showcase its interior design to the British market.
As one of the world’s premier fashion brands, Versace’s move into interior design means you can now live its particular brand of opulence. As Gian Giacomo Ferraris, CEO of Versace, says, “Versace is synonymous with fashion and luxury and its participation in the real estate business provides the opportunity to fully experience the Versace lifestyle.”
The collaboration will see Versace’s artistic director, Donatella Versace, working closely with a team of leading interior designers and architects to create furnishings that combine Versace’s formidable heritage with a fresh contemporary style. The Italian fashion house will not only design the interiors of each property but also the on-site indoor swimming pool and spa, roof garden, cinema and children’s play area.
Reflecting its fashionable partner and sought-after location, prices for the properties will start at £690,000. Aykon Nine Elms is also attracting overseas investors as it will soon be in easy reach of central London – the extension of the Northern line is set to see a new Nine Elms tube station open a year before the new homes are finished. According to Jones Lang LaSalle, the house price growth figures could be as large as 6 per cent and it anticipates house price inflation to be between 5 to 7 per cent by the time it’s completed in 2020.
|AREA GUIDE: SW8|
|Time to Canary Wharf||24 mins|
|Time to Liverpool Street||22 mins|
Call JLL on 020 7205 5390 or Hamptons International on 020 3514 6000. Visit aykonproperties.com