London’s Soho is an area that has undergone a remarkable transformation in the course of the past 30 years.
Once considered downmarket and seedy, it has gentrified at such a pace that there are now campaigns fretting that it is losing its character.
Its revival has been credited to the fact it became a base for London’s creative and media companies, but its success means that many smaller firms in the industry are now being pushed out. Office rents in the area have doubled in the past five years to £85 per square foot.
So the arrival of new luxury apartments at 10 Soho Square may cause grumblings in some quarters, particularly as the development is converted office space.
The highlight of the Grade II listed building, converted by Oakmayne Bespoke, is a 2,180 sq ft duplex, four-bed penthouse, which is on the market for £5.95 million (Dh33.6m).
It has an interior design by Lambart & Browne, featuring full-height solid wood doors. The flooring is in marble, oak or wool carpeting. It also comes with a Crestron entertainment system, Lutron lighting and a Hacker kitchen with marble work surfaces and Miele appliances.
A large living and dining room overlooks the square and there are two-bedroom suites on the first floor of the building. Each of these contains bespoke fitted wardrobes and en suite bathrooms with underfloor heating.
The entire second floor is occupied by the master bedroom suite, which has a study area, a private terrace and a dressing room. Its en suite bathroom has a marble top bath, a waterproof TV, a walk-in shower and his and hers sinks.
The building contains five apartments in total. The other four are two- and three-bed properties with prices starting at £2.5m.
This premium address also comes with a premium concierge service from Quintessentially, which offers to organise everything from private jets and chauffeured limousines to getting you into the right restaurants, clubs and even private schools. It will even organise day-to-day services such as hiring a maid, babysitter or dog walker.
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