£190m residential scheme launched in Fitzrovia

Art Invest Real Estate, ECE and Dukelease Properties has unveiled 101 on Cleveland, a residential development in the heart of Fitzrovia.

An area fast emerging as one of the most desirable destinations to live in Prime Central London, the £190m scheme comprises 88 private residences, 35,000 square feet of commercial space and 15 affordable homes and has enjoyed strong sales to-date with 70 per cent of units sold.

Designed by architect and interior designer, Assael, 101 on Cleveland is inspired by Fitzrovia’s rich history, with the building’s façade echoing Cleveland Street’s Georgian origin.

Comprising three buildings with a range of spacious one, two and three-bedroom apartments, and private amenities including a gym, sauna, screening room, dining room and lounge, with landscaped gardens on the podium level, 101 on Cleveland has been designed to capture the essence of Fitzrovia’s urban grain with an emphasis on traditional craftsmanship.

Whilst sales and house prices have remained stagnant in many of London’s postcodes, prices in Fitzrovia are reported by CBRE to have increased by 16 per cent over the last 5 years.

With limited new build activity in the area, 101 on Cleveland’s 88 private units account for 57 per cent of the 158 private units planned for this area until 2023, signalling demand over the next few years is expected to far outstrip supply.

Alex Carr, Director at JLL comments, “Residential and commercial development is playing a central role in the transformation of Fitzrovia, bringing a heightened profile and attracting new and exciting tenants.

“With little new build activity in Fitzrovia since 2017, despite growth in popularity and desirability, ongoing demand for developments such as 101 on Cleveland, is expected to be significant.”

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