Covering a 77-acre stretch of land, sandwiched between Earl's Court and West Kensington Tube stations, The Earl's Court Masterplan is an ambitious regeneration project to create an entirely new neighbourhood in this west-central London location.
The 'masterplan' was designed by architect Sir Terry Farrell, and aims to create "four new urban villages and a 21st-century high street," enticing both residents and visitors to discover the previously underdeveloped space.
With a foot in both Kensington and Chelsea, and Hammersmith and Fulham boroughs, the area was first recognised as an area of opportunity in 2011, with government approval of the plan granted in 2013. At the heart of the development is Lillie Square – a collection of 808 homes, ranging from one-bedroom apartments to five-bedroom townhouses, set around a new garden square. Lillie Square will take five years to complete, but phase one is already up and running, with new residents setting up home.
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Bolstering the trend for hotel-style living, this month Lillie Square open the doors to its new residents' Clubhouse, which is akin to a private members’ club on the doorstep of the landmark estate. The Clubhouse provides residents with the kind of five-star service and amenities usually associated with high-end hotels, via partnerships with some of London's biggest brands, and supported by a concierge team who can assist residents with everything from last-minute restaurant reservations and sourcing tickets for events to arranging transport.
"The Lillie Square Clubhouse is inspired by the world's finest five-star hotels," says Mike Hood, group development director at Capital & Counties Properties PLC. "The Clubhouse has been created as an extension to each resident's own home, designed to ensure they have everything they could want or need, on their doorstep."
At the centre of the development, there's a lobby overlooking a landscaped garden, with areas to sit and share a coffee with friends or hold an informal meeting. Downstairs, there's a brightly decorated children's playroom, complete with toys and games.
Health and wellbeing facilities include a 20-metre swimming pool, a hydrotherapy pool, a sauna and steam room, an ESPA spa with two therapy rooms, and a gym with fitness studios, daily classes and Technogym equipment.
Recreation facilities include a private cinema room, a private dining space that can be booked out for personal entertaining, and a residents' lounge bar with a 428-bottle wine room stocked by one of Britain's oldest wine merchants, Berry Bros & Rudd.
"The partnership perfectly reflects the values of heritage and quality that we pride ourselves on," says Andy Harris, marketing executive at Berry Bros & Rudd. "We will be offering residents exclusive tutored tasting evenings with fine wine experts, at both the clubhouse and at Berry Bros & Rudd’s historic premises at No. 3 St James’s Street."
Every resident at Lillie Square, including tenants, will have access to the residents' Clubhouse and its facilities. Additionally, they will be issued with an exclusive 'Lillie Pass', which will offer special privileges outside the development, such as complimentary delivery from Selfridges Foodhall, VIP access to events, invitations to exclusive seminars, and last-minute reservations at the nearby Michelin-starred pub The Harwood Arms.
Prices at Lillie Square start from £775,000. Phase One completions are underway and completions for Phase Two are scheduled for 2020; lilliesquare.com
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