HONG KONG and TAIPEI, Taiwan, Sept. 1, 2017 /PRNewswire/ — The Broadway, an exciting new mixed-use scheme from Northacre and Abu Dhabi Financial Group, located at the former New Scotland Yard headquarters in Westminster, is set to re-define how Londoner’s live, work and play. The Broadway will be nestled on the doorstep of the Capital’s most iconic landmarks. Situated within SW1, London’s most historic borough, the design of The Broadway’s 75,000 sq. ft site has been meticulously conceived by Northacre and acclaimed architects Squire and Partners.
Inspired by the Art Deco features of the neighboring Grade I listed property, 55 Broadway, once London’s tallest office, Northacre and Squire and Partners 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.
An aerial view of The Broadway, Westminster. Courtesy of Northacre
The Broadway’s six architecturally striking towers are set to complete in 2021 and will provide unrivalled views of The Houses of Parliament, Westminster Abbey, Big Ben, Buckingham Palace, the London Eye, Horse Guards Parade, St James’s Park and Green Park. The contemporary design of the scheme has been carefully considered to optimize its unique location and viewing experience for the occupants of its 285 apartments. The distinct latticed façade expands as it moves skywards, affording remarkable panoramic views and an impressive framework for the interior design.
The Broadway aims to create a sense of place and community through dynamic spaces such as a new 20,000 sq. ft public square and pedestrianized piazza. The site of The Broadway, once served as home to the verdant orchards of Westminster Abbey as well as two beautifully landscaped fourth-floor sky gardens, will link the six residential buildings, providing a floating oasis above the bustle below for all residents to enjoy. Grand, communal entrances have been planned across the scheme as well as state-of-the-art entertaining and meeting room spaces, creating a serendipitous community feel across the residential, commercial and retail aspects of the project.
The Broadway lobby. Courtesy of Northacre
Orlando Rodriguez, Design Director at Northacre said “Creating a vibrant destination and community at The Broadway is at the centre of our vision for the scheme. We chose to locate a substantial new streetscape at the heart of the property as a central gathering point and to connect two main thoroughfares of the borough. This will then be fringed with a new and eclectic array of shops, cafes and restaurants.
The Broadway delivers a new level of contemporary luxury living; a vibrant spectrum of layout, scale and form. The interiors have been carefully considered to take advantage of the dramatic quality of light created by the unique exterior and interior architectural design and provide a real sense of space alongside an elegant colour palette and contrasting textual effects. The calming, sensorial interiors, interjected with vibrant hints of colour, complement the iconic views that serve as an unrivalled backdrop to each residence.”
The Broadway view from the terrace. Courtesy of Northacre
Reflecting the voluminous sense of scale synonymous with a Northacre development, the residential apartments offer a general floor to ceiling height of 2.7m, rising to 6m in duplex apartments. The Sancy, the Paragon and the Cullinan buildings have been designed in three carefully crafted colour palettes to complement their distinctly different facade treatments. The light, mid and dark palettes each offer a unique window frame design, accent wall colours, and crafted bronze panels in the kitchen.
As the area evolves into a new thriving business and leisure district for London, The Broadway will add 117,300 sq. ft of state-of-the-art office-space alongside its 25,000 sq. ft retail collection. Reflecting modern approaches to work and leisure, The Broadway has been designed with flexible retail and office space to accommodate the evolving requirements of its commercial tenants and their clients.
Michael Squire, founder of Squire and Partners said “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 creating contextual developments, sympathetic to the property’s surrounding area. Each of The Broadway’s buildings have been designed and positioned to protect the viewing corridors related to the neighbouring heritage assets, whilst the materials used have been chosen to reflect the sandstone and brick of the wider area.”
Northacre has a long history of specializing in landmark revival schemes and The Broadway, as a new mixed-use development, is being undertaken with the same meticulous ethos to create a legacy destination for generations to come.
About Northacre
With 25 years of experience, Northacre is London’s leading developer of residences in the most sought-after locations in the Capital. With architecture at its heart, Northacre distinguishes itself through an intrinsic appreciation for craftsmanship, heritage and innovation. Each Northacre residence is created as a legacy project, to form something beautiful for generations to come. Northacre is responsible for some of London’s most notable developments including The Lancasters, The Phillimores, Kings Chelsea, and The Bromptons.
Alongside The Broadway, Northacre is currently developing No.1 Palace Street in St James’s Park, a magnificent scheme of 72 luxury apartments overlooking Buckingham Palace, set for completion in 2019. The Broadway, formerly the headquarters of New Scotland Yard, will be redeveloped to create six architecturally striking buildings providing an exemplary residential, commercial and retail offering with outstanding views, due for completion in 2021.
About Abu Dhabi Financial Group (ADFG)
Through its subsidiaries, ADFG provides an array of financial services and solutions, with a focus on private markets, public markets, debt and real estate. The Group’s expertise inspires an active approach, ensuring investments outperform expectations.
Since it was established, ADFG has expanded and evolved to deliver consistent returns to its clients, pursuing a strategy of opportunistic investments across a variety of sectors and geographies. This approach has enabled the firm to successfully adapt to variations in the macroeconomic climate in order to respond to investors’ changing needs.
Today, ADFG has assets under management in excess of $5bn, international offices in the UAE (Abu Dhabi and Dubai), the UK (London) and Eastern Europe (Podgorica), and has received widespread acclaim for its strong track record and pioneering approach to investing.
For further information on ADFG, visit www.adfg.ae
