'The Broadway' To Attract Malaysian Property Buyers As Well, Says Northacre

Last update: 23/10/2017

Chief Executive Officer of Northacre Niccolo Barattieri di san Pietro

By Massita Ahmad

SINGAPORE, Oct 23 (Bernama) -- Northacre, a leading developer of luxury residences in London, is confident that its latest scheme, The Broadway, will attract a large number of Malaysian buyers as well.

"Presently, we have seen strong early interest for The Broadway," Chief Executive Officer Niccolo Barattieri di san Pietro told Bernama.

Barattieri said Broadway presents an opportunity for Malaysians to own a remarkable home in one of London's most desirable central locations, SW1, the golden postcode in Westminster.

Northacre, which is owned by the Abu Dhabi Financial Group, started selling units at The Broadway in London early this month.

The development consists of 285 apartment units which start at £2 million on the site of the former police headquarters at New Scotland Yard.

Barattieri said Malaysians in the United Kingdom (UK) have been receptive to Northacre developments in the past.

"At Northacre we are committed to delivering best in class developments and both The Lancasters and No. 1 Palace Street have proved popular with Malaysian buyers," said Barattieri.

The Lancasters is a landmark development with good views over Hyde Park while No. 1 Palace Street occupies a magnificent island site opposite Buckingham Palace.

The Broadway, meanwhile, will encompass six architecturally unique buildings due to be delivered in 2021.

Design-wise, Northacre and architect Squire and Partners were inspired by the Art Deco features of the neighbouring Grade I listed property, 55 Broadway, once London's tallest office building.

"We've also studied the beautifully configured architecture of 1920's jewellery, and its contemporary interpretations, as a creative direction for the development.

"The shapes and structures found in luxury retail form the concept for The Broadway's interiors, and the buildings have been named after three of the world's most revered diamonds; The Sancy, The Paragon and The Cullinan," he said.

As for the competition posed by the Battersea project developed by a consortium of Malaysian investors, thus making it closer to the hearts of Malaysians in the UK, Barattieri said: "The developers for both projects have their own unique selling points, which appeal to different buyers."

He noted that a Northacre property appeals to sophisticated global buyers, who appreciate that each Northacre property has been carefully and intelligently designed, sensitively incorporating the evolving requirements of its discerning clientele, irrespective of their country of origin.

"We differentiate ourselves through unrivalled experience and a commitment to securing only the best sites in the most prestigious and exciting locations.

"Our specialist teams create legacy developments, which become destinations in their own right, enhance the local neighbourhood and can be enjoyed for generations to come," said Barattieri.

The development of The Broadway boasts stunning views of the world's most famous sites, namely Big Ben, Westminster Abbey, Houses of Parliament, the London eye and St James Park, he said.