Assael Architecture completes boutique development in the heart of Fitzrovia

101 on Cleveland, a boutique residential-led development in the heart of Fitzrovia designed by Assael Architecture, has completed. Developed in partnership by Art-Invest Real Estate, Dukelease Properties and ECE, the £190 million scheme offers 103 new homes set within three new contextually-designed buildings in one of Central London’s most sought-after neighbourhoods.

Located on Cleveland Street, the one-acre triangular island site – created by the intersection of Marylebone and Fitzrovia – is surrounded by streets on all three sides and was previously occupied by a two-storey building comprising a number of redundant uses, including a petrol station.

The three new buildings are linked together at first floor by landscaped gardens and at ground floor by 35,000 sq ft of commercial space, which has recently been secured by luxury British design brand, Ted Baker, for its new global headquarters.

The architectural design of 101 on Cleveland responds to local character through modern interpretations of details found in the nearby area; a dark brick to reference the weathered materials of buildings around Fitzroy Square, accents of bronze inspired by local red brick and the University of Westminster’s façade treatment, and textured concrete that reflects the stone detailing of surrounding buildings are key design elements.

Residents of the spacious and light-filled one, two and three-bed homes have access to a range of boutique hotel-style amenities at lower ground floor, including a private dining room and residents’ bar, screening room, business suite for home-workers, and a gym, sauna and wellness suite.

The internal spaces have been designed by the architects’ dedicated interiors team – Assael Interiors, who have created a refined, elegant look with touches of industrial, influenced by the site’s history, including dark bricks, crittall-style detailing and a variety of natural materials. Assael Exteriors, the practice’s landscape team, also designed and implemented the external areas. At first floor, the two landscaped podium gardens offer unrivalled views of the London skyline, including the iconic BT Tower, and include areas for outdoor study, lawns with informal playspace, elevated decking platforms, lush planting for screening and beautification, and discreet habitat features such as bird boxes. An activated public realm on all three sides, enhanced by community-led artwork by Gordon Hayes and tree-lined streetscape, completes the development, and ties in with the existing fabric of Fitzrovia.

Tim Chapman-Cavanagh, Director, Assael says:

“At 101 on Cleveland, we wanted to present a building that sits comfortably within the existing surroundings while also providing a luxury experience for both residents and visitors. The former building lacked any architectural merit and the existing massing and façade treatment was an anomaly within the surrounding built context, and so it has been a privilege to be given the opportunity to design a new building more inspired by the local eclectic character, and to see the vision come to life.”

Ali Abbas, Managing Director of Art-Invest Real Estate UK comments:

“101 on Cleveland is a scheme that we can all be very proud of. Drawing on Fitzrovia’s abundance of culture and character, we have successfully regenerated an underutilised pocket of central London to create best-in-class new homes that perfectly complement contemporary urban living.”

James Lewerenz, Project Director at ECE for Cleveland 101 comments:

“The completion of this joint residential project in London’s vibrant West End is something very special for us as it is a particularly exceptional, high-quality and individual project in a prime location and, at the same time, marked ECE’s entry into the British residential market. We are happy to build our further activities in this market on such an outstanding project”

Richard Leslie, CEO and Founder at Dukelease Properties comments:

“The completion of 101 on Cleveland signifies an important milestone for Fitzrovia, a new chapter for this district fast emerging as the most sought-after destination to live in Prime Central London. Working closely with Assael, it was important that we developed an exceptional scheme sympathetic to the rich history of Fitzrovia and Cleveland Street’s Georgian origin.”

Prices for a one-bedroom apartment at 101 on Cleveland start at £1.3 million.