Imagine stepping inside the pages of ELLE Decoration and making yourself at home there. What would that space look like? How would it feel? These were the big questions Editor-in-Chief Ben Spriggs asked himself when, well over a year ago, renowned property developers Londonewcastle, one of the UK’s most dynamic and forward-thinking property developers, approached him with the exciting opportunity to bring the magazine’s aesthetic to life with a luxury penthouse like no other.
Located in the heart of London’s Covent Garden, surrounded by the bustle of theatres and the winding lanes that house the area’s independent shops and cafés, the ELLE Decoration penthouse sits like a crown atop Chapter House, the grand Victorian building, transformed by architecture firm Apt, that has become one of the most coveted residential addresses in the capital.
‘As the world’s most popular interiors magazine, we’ve spent more than 30 years leading the interior tastes and styles of the nation, defining what home means and how it should look – but the chance to actually put this into practice was beyond exciting,’ says Ben Spriggs.
‘In interiors circles, our brand has now become an adjective in its own right: I often hear spaces described as having a very “ELLE Deco” look. Myself and the team were thrilled at the prospect of transforming our ethos and energy into a real, tangible abode, somewhere people could walk around, touch, feel and ultimately buy and live in.
While the magazine’s scope has always been international (we have 25 editions globally), my role as Editor-in-Chief of this country’s iteration is to champion, support and raise up British designers and their work. So, the 185-square-metre duplex showcases the best of British design in 2021, featuring products from UK-based brands, companies and designers.
The result of a collaboration with our close friends and contacts, the project reveals the look that ELLE Decoration has become synonymous with over the years – a chic and clever curation of pieces, blending contemporary and vintage in an eclectic and exciting way.’
Working closely with creative consultant Laura Fulmine and the artists represented by her MAH Gallery, design archivist Béton Brut, plant specialist Conservatory Archives and the colour expertise of paint company Farrow & Ball, we have created a space which, unlike the usual cold or brassy show properties of most developments, has warmth, credibility and sophisticated cool.
At ELLE Decoration we don’t follow the crowd and come up with what is expected. The penthouse, is fresh, and heralds the new direction that the look of peoples’ homes will take in the months and years to come.
And, if you want to experience for yourself what living in an ELLE Decoration vision of home is like, you can. The 185-square-metre penthouse, and the labour of love that is its interior, is available to buy now. We couldn’t be more excited to see the ethos and ideas that we are passionate about leap off the page. We just hope when someone moves in, they get just as much joy from it.
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