Chelsea’s superluxe new development

LIKE bees to a hive, wealth comes to London property. Certain prime areas of the capital are magnets for international superstars in finance and business – Belgravia, Knightsbridge and Mayfair. But if you’re truly discerning, do you aim to be Harrods’ neighbour?

Perhaps not, according to the people behind Henry Moore Court, a super-luxe development in Chelsea, off the Fulham Road in the former Chelsea School of Art building – and the first of its kind in the last ten years. “This part of Chelsea is known for more discerning Londoner or European – it’s for people who want a discreet London base,” says Charles Symons Jones, the development’s sales manager. “It’s an antidote to flashy Knightsbridge, with a much more village atmosphere. There are good quality schools locally, too.”

Pure new-builds are a rarity in Chelsea. Henry Moore Court provides a kind of shiny big space that older properties simply can not and this is a good bit of its appeal. Certainly the flats aren’t cheap, ranging from £5m to £14.

But they are spacious and well-designed. It’s what is known as a low-density scheme – just 15 apartments and two houses, with a secure underground carpark and gym.

Of particular pride to the developer is the fact that the service charge is 50 per cent below equivalent schemes in London at £7 per square foot per year – you’re paying for security and maintenance of the common areas but not for collective air conditioning and heat and water. So when you lock up and leave (you can, of course, control the systems in your property from wherever you are in the world), you aren’t wasting your money keeping other flats temperate.

Asia, naturally, is a big target market and the scheme will be marketed heavily in Singapore from next month. Indeed, research produced by leading UK agents suggests that 60 per cent of prime central London property purchases are completed by people living in Hong Kong and Singapore (many are expats).

But Symons Jones is keen to stress that this development is not simply being branded as a cash depot for wealthy Asians. “We’ve always had local interest and support,” he says, “from the planning process right through to building. The important thing is that this development is not necessarily for Chinese buyers, but for expat Brits and Europeans. We do expect a lot of foreign investment as the pound is weak.” Launching Spring 2011, completing Autumn 2012. Prices £5-14m.


Price: £5-£14m.
Flats have two-four bedroom to houses of six bedrooms. Decor includes double height luxury reception area, finished with Spanish origin polished Azul Naif marble, European oak hardwood floors, bespoke solid timber reception desk and French origin Noir Saint Laurent worktop, and feature slot fireplace. Bedrooms come with Spanish origin Crema Marfil Natural Stone slabs and floors made of Italian Porcelain tiles. Contact: Aylesford on 351 2383,