Properties / Homes

Rediscover the Gem of London: The Broadway, SW1 Westminster

The Broadway, SW 1 Westminster luxury apartments exude a new twist, blending both Art Deco and modern interpretations that will re-define the tenets of past concepts in the most modern approach to work and leisure.

Oct 19, 2017 | By Andrea Sim

A close up shot of The Broadway’s six beautiful architectural towers

Ensconced within SW1, in the heart of London’s prestigious landmark, The Broadway is a bespoke apartment, sprawling across 1.72-acre on-site the former New Scotland Yard headquarters in Westminster, with six architectural towers ranging from 14 to 19 floors.

Structured in pairs, the buildings are inspired by the world’s most revered diamonds, Sancy, Paragon and Cullinan. Each architectural tower has been carefully crafted in the choice of light, mid and dark palettes to juxtapose with the diverse materials and components forming the aesthetics of the facade.

Bordered by oversized hexagon-shaped windows, large amount of natural light can flow in to illuminate the entire living room space, while subtly bringing out a sense of style with the specified anodised bronze feature shelving and panels in the kitchens.

An overview of the High West to East Terrace

When the whole development completes with cutting-edge facilities in 2021, the 355,000 sq ft luxury residence will offer picturesque views overlooking The Houses of Parliament, Westminster Abbey, Big Ben, Buckingham Palace, the London Eye, St James’s Park, Horse Guards Parade and Green Park.

Designed by Northacre London, with 25 years of excellence in innovative design scenes and realised by award-winning architects, Squire and Partners, The Broadway, SW1 will offer an array of shops, cafes, restaurants and high-end retail units as well as new street and office spaces on the first three levels. Alongside the well-connected High West to East Terrace, will provide a private oasis for residents to enjoy the peaceful serenity of green and view the bustle of London’s heartland.

The key specifications of The Broadway, SW 1 Westminster features 285 residential units, including extensive leisure facilities (16,000 sq ft), such as the fully-equipped gym with views overseeing the pool area, spa and 25m heated indoor swimming pool to offer simple relaxation to home owners.

The apartment’s interior features a 2.7m floor-to-ceiling height in principal rooms, enhanced by the elegance of engineered oak flooring throughout. Northacre explored multiple variations to successfully marry state-of-the-art appliances integrating Gaggenau and Miele appliances with Bardiglio Italian marble tops to form the intricately designed functional kitchens.

The stunning lobby to the apartments at The Broadway

“The design of The Broadway has been carefully considered as a unique and dynamic environment to inspire residents and tenants alike. Both Northacre and Squire and Partners are well known for three creating contextual developments, sympathetic to the property’s surrounding area.” – Michael Squire, founder of Squire and Partners

Throughout the whole project, The Broadway, SW1 is a new masterpiece capturing the zeitgeist of Art Deco style in the most contemporary interpretations. What’s revealing is the stunning lobby leading to the apartments at The Broadway as well as the facade of the six architectural towers taking inspirations from the beautifully configured architecture of 1920’s jewellery. While some key design features that resonate a decadent luxury look of The Broadway’s interior are shapes and structures found in luxury retail.


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