“Home is a name, a word,

it is a strong one…”

Quote from Martin Chuzzlewit, 1843–44.

Charles Dickens, the English novelist,

lived at 22 Cleveland Street, Fitzrovia.

01

ContEntS

IntRoDUCInGFItzRoy PlaCE

—05

WHERE CREatIvIty lIvES FItzRoy PlaCE

—09

lonDon’S bESt ConnECtED aDDRESS

tRanSPoRt

—14

a WoRlD ClaSS SEat oF lEaRnInG

EDUCatIon

—22

CEntRal to lonDon lIFE FItzRovIa

—27

a HoME aS InDIvIDUal aS yoU aRE

tHE aPaRtMEntS

—38

EvERytHInG yoU nEED aMEnItIES

—52

yoUR nEW HoME In DEtaIl SPECIFICatIonS anD FInISHES

—58

PaRtnERS In QUalIty—66

tHE MoSt SIGnIFICant DEvEloPMEnt In FItzRovIa

FoR ovER 50 yEaRS

Fitzrovia has long been one of london’s most cherished areas.

located within the City of Westminster and surrounded by the

adjoining neighbourhoods of Mayfair, Soho, Marylebone and

Regent’s Park, it presents london life, both work and play, at its

very best.

Fitzrovia is founded on its rich cultural history and creative spirit.

over the centuries the area has been home to some of the world’s

leading writers, artists and creative thinkers. From Charles

Dickens to Jimi Hendrix, and the Saatchi brothers to Coldplay.

now, something new is coming to Fitzrovia that’s as unique as the

district itself. Fitzroy Place is a collection of prestigious new

homes, enticing stores, a restaurant and extremely high quality

office space, all gathered around a stunning landscaped square.

—

Set in an unrivalled central London location,

Fitzroy Place is as unique as the district itself.

05 06

british museum

tOtteNhAm COurt rOAD

F i t z r o v i a

s o h o

OxfOrD street

s t j a m e s ’ s pa r k

m aY Fai r

regeNt street

OxfOrD CirCus

08

WHERE CREatIvIty lIvES

the architecture of Fitzroy Place draws its inspiration from the

rich traditions of Fitzrovia. From the generous proportions and

high ceilings of the area’s beautiful Edwardian mansions, to the

simple lines and fresh thinking of modern design, Fitzroy Place

has been conceived to integrate effortlessly with this stylish

central london district.

the project’s award-winning architects, lifschutz Davidson

Sandilands and Sheppard Robson, have worked together to

produce a masterplan that grows naturally from its surroundings.

Centred around the first new square in london W1 for over

100 years, the development encompasses some of the most

desirable residences london has ever seen. by bringing together

a 21st century city living experience with Fitzrovia’s history

and creative heritage, Fitzroy Place will sit perfectly within the

area’s famous streetscape.

An iconic reminder of Fitzrovia’s classic architecture, the façade on

Nassau Street is being restored to its former glory.

09 010

tHE lUxURy oF CHoICE

Fitzroy Place comprises over 230 private residences, from

generously appointed suites and apartments to stylish duplexes,

including a select number of prestigious penthouses. Each

property is designed to an exceptionally high standard, crafted to

reflect residents’ expectations of uncompromising quality and

originality. authentic natural materials blend seamlessly with

state-of-the-art design to ensure that this new Fitzrovian gem

becomes an instant classic.

11 12

Lyric: Jimi Hendrix – Freedom, Reprise Records, Parlophone, 1971.

“Freedom to live.

Freedom, so I can give.”

Jimi Hendrix, the famous guitarist and songwriter,

was known to play at the Speakeasy Club,

48–50 Margaret Street, Fitzrovia.

loCatIon IS EvERytHInG

london is a city best enjoyed on foot and from Fitzroy Place

you can walk everywhere. Many famous streets are on your

doorstep including oxford Street, Regent Street, bond Street and

Marylebone High Street.

there are several Underground stations nearby including oxford

Circus, a five minute walk away, as well as mainline railway

stations at Euston, King’s Cross and St. Pancras. the latter is also

home to london’s Eurostar terminal, from where you can speed to

Paris in just over two hours.

london’s new Crossrail service, due to open in 2017, will offer

a direct service to london Heathrow airport with a journey time

of 30 minutes. there will only be six Crossrail stations in central

london and yours will be a five minute stroll from Fitzroy Place.

Bond Street, one of a number of Underground stations

within walking distance of Fitzroy Place.

—

Fitzroy Place. Easy to get to. Easy to get around.

15 16

Fitzroy Place enjoys excellent transport links. Travel times

from nearby Oxford Circus Underground station:

Green Park 2 mins, Victoria 4 mins, Waterloo 6 mins, King’s Cross 6 mins,

Bank 8 mins, Knightsbridge 10 mins, Liverpool Street 10 mins, City Airport

34 mins, Heathrow Airport 43 mins, Gatwick Airport 45 mins

20

h o L B o r N

B L o o m s B U r Y

W e s t m i N s t e r

s o h o

H I G H H o l b o R n

vI C

to

R I a EM b a n K M E n t

t HE M

al l

St R a

n D

CH

aR

I nG

CR

oS

S R

oa

D

tottenham Court Road

Westminster

WaterlooCharing Cross

SH

aF

tE

Sb

UR

y a

vE

.

m aY Fa i r

F i t z r o v i a

m a r Y L e B o N e

k N i G h t s B r i D G e

B e L G r a v i a

r e G e N t ’ s p a r k

v I C t o R I a S t R E E t

C o n S t I t U t I o n H I l l

GR

oSv

En

oR

Pl

aC

E

K n I G H t S b R I D G E

o x F o R D S t R E E t

ED

GW

aR

E Ro

aD

ba

KE

R S

tR

EE

t

to

tt

En

Ha

M C

oU

Rt

Ro

aD

PI C

CaD

I lly

M a R y l E b o n E R oa D

E U S t o n R oa D

bo

nD

St

RE

Et

RE

GE

nt

St

RE

Et

oU

tE

R C

I RC

lE

Sl

oa

nE

St

RE

Et

PaR

K la

nE

b R o M P t o n R oa

D

Euston

Euston Square

oxford CircusPaddington

bond Street

Piccadilly Circus

Green ParkHyde Park

Corner

Knightsbridge

Sloane Squarevictoria

h Y D e p a r k

CH

aR

lo

tt

E S

t.

Cl

Ev

El

an

D S

t.

M a R y l E b on E HIG

H S

tR

EE

t

WalKInG tIMES FRoM FItzRoy PlaCE

oxford Circus 5 mins

—Regent Street 5 mins

—University College london 7 mins

—Regent’s Park 7 mins

—bond Street 10 mins

—british Museum 10 mins

—Selfridges 12 mins

—Royal opera House 15 mins

St James’s Park

Henry VIII used to hunt in Regent’s Park. Today it is home to London Zoo, the

Open Air Theatre and the London Business School. Its wide open spaces make

it a popular place to cycle. All this is just seven minutes’ walk from Fitzroy Place.

22

a WoRlD ClaSS SEat

oF lEaRnInG

Fitzrovia has been a magnet for students from around the world

for centuries. Here, you're within walking distance of colleges,

schools and universities.

london is the only city in the world with three of the world’s top

30 universities*. two of them, University College london (UCl)

and King’s College london, are near Fitzroy Place, as are the london

School of Economics (lSE) and the University of Westminster.

Central St Martins, one of the world’s most celebrated art colleges,

the Royal academy of Music and the london College of Fashion,

also have campuses nearby.

—

“London is a great city and there is nowhere better to come

and study. You will be studying at universities ranked amongst

the best in the world with first-class teaching and research

being undertaken by academics from all over the globe.”

Boris Johnson

Mayor of London**

*QS Best Student Cities 2012.**Foreward from Study in London 2011.

www.studylondon.ac.uk

University College London (UCL), seven minutes’ walk from Fitzroy Place.

Founded in 1826, notable alumni include Alexander Graham Bell and Mahatma Gandhi.

Image © UCL Photographic Services

23 24

Fitzroy Place is in the heart of Fitzrovia, characterised by its

mix of stunning Edwardian mansions and boutique shops.

26

CEntRal to lonDon lIFE

SHoPPInG. EvERy nECESSIty, any InDUlGEnCE

From Fitzroy Place there are shopping choices in every direction,

from Mayfair luxuries to the charms of Marylebone or the bustle of

oxford Street and Regent Street.

Fitzrovia itself is packed with charming boutiques, and you’re

a short walk from world-famous stores like liberty and Selfridges

and the iconic brands of bond Street. Here you will find Cartier,

Gucci, louis vuitton and Prada. Knightsbridge, with its flagship

stores of Harrods and Harvey nichols, is a short taxi ride away.

luxury shopping opportunities abound, but there is also a wealth

of diverse independent shops which combine to make london one

of the world’s best retail destinations. and all are within easy

reach of Fitzroy Place.

Ten minutes’ walk from Fitzroy Place: London’s Mayfair, known throughout

the world for its wealth of elegant stores and exclusive brands.

27 28

30

tHE HoME oF FInE DInInG

Fitzrovia has an enviable reputation for its cuisine. Charlotte

Street, for example, has what many consider london’s best

collection of restaurants including the Michelin-starred Pied

à terre, Roka with its contemporary Japanese menu, and Elena’s

l’Etoile which was t.S. Eliot’s favourite restaurant. the recently

opened Dabbous and the exquisite Hakkasan are also nearby.

bESt In SHoW

From Fitzroy Place it’s a short stroll to london’s world famous

‘theatreland’. Here you will find over 30 musicals and plays,

including favourites such as Les Misérables and Chicago. or

if you prefer the classics, you can walk up to Covent Garden

and take in a performance at the Royal opera House, home to

the Royal ballet and the Royal opera.

tREaSURE EvERyWHERE

Fitzrovia has been a notable artistic centre for almost 100 years.

today around ten percent of london’s art galleries are

located here showcasing some of the nation’s freshest art. For

those who prefer more traditional masterpieces, the national

Gallery is a short taxi ride away.

More cultural experiences are close by including the british

Museum, with its vast collection that charts mankind’s evolution

from the Stone age to the present day, while book lovers will

relish the literary treasures of the british library.

Charlotte Street, Fitzrovia. Named in honour of Queen Charlotte in 1761,

the street is home to many of London’s finest restaurants.

31 32

On your doorstep: the British Museum, home to one of the world’s

largest collections of antiquities from the Classical world.

34

EvERy StREEt tEllS a StoRy

Fitzrovia has long had a vibrant bohemian character and many of

culture’s greatest names have called the area home. Painters like

Constable, Hogarth and Whistler were once residents. So too,

were writers as diverse as Charles Dickens, virginia Woolf and

George orwell.

Pink Floyd and Jimi Hendrix have played at the Speakeasy Club

on Margaret Street, while bob Dylan made his london debut at

the King & Queen pub on Foley Street. the musical traditions are

just as strong today: Coldplay, one of the biggest bands in the

world, formed while studying at University College london.

—

Fitzrovia. Steeped in culture.

Fitzrovia is founded on its rich cultural history and its list of former residents

reads like a roll call of London’s creativity.

35 36

“look at the stars,

look how they shine for you.”

Coldplay, one of the biggest bands

in the world, formed at Ramsay Hall on

Maple Street, Fitzrovia, while studying

at University College london.

Lyric: Guy Berryman, Jon Buckland, Will Champion, Chris Martin — Yellow, Parlophone, 2000.

Beautiful natural oak flooring is used throughout the apartments, connecting

generous living spaces that are filled with natural light.

a HoME aS InDIvI DUal

aS yoU aRE

the architectural history of Fitzrovia is rich in beautifully

proportioned homes. It is a history we revere and are proud to

continue, with spaces defined by authentic materials, perfect

details and clean lines.

the wide variety of apartments, including a selection of suites,

duplexes and penthouses, have been designed to optimise the

natural light and views, with the majority enjoying their own

private outside space.

It will be a pleasure to live in these homes. among their light

and elegant spaces, you’ll have the freedom to express your own

character and create a home as individual as you are. In the

words of Fitzrovia’s own virginia Woolf, “a room of one’s own”.

39 40

42

Comfortable luxury living. In most apartments the principal bedrooms

offer generous storage provision, and in some cases walk-in wardrobes,

together with a separate bath and shower.

43 44

Beautifully crafted bathrooms and shower rooms are finished in natural stone

and porcelain tiles with custom-designed basins and Vola taps in satin chrome.

Features include motion sensor lighting, underfloor heating,

heated walls and ingenious, concealed storage.

ElEGant I ntERIoRS

the apartment interiors at Fitzroy Place have been created by

acclaimed interior architects, Johnson naylor. their vision has

resulted in a design that dovetails elegant simplicity with classical

style through a calm, sophisticated palette of materials.

Ultra efficient smart home technology is the hallmark of the

apartment systems. Discreetly integrated into the fabric of the

apartments, the technology delivers the highest level of security

and offers complete environmental control via underfloor heating

throughout and the inclusion of comfort cooling.

Personal preferences are initiated through a structured wiring

system that connects all rooms to a central location. this allows

occupants the flexibility to change, add and enhance audio, video

and control systems.

45 46

No.5 Fitzroy Place. Enjoy spectacular views of London’s West End

from your 6th floor terrace.

47 48

A courtyard duplex. Enjoy the sense of generous space afforded by high ceilings

and full height windows. Most apartments have balconies offering views over

the landscaped square.

The design dovetails elegant simplicity with classical style.

Among each apartment’s elegant spaces, you’ll have the

freedom to express your own character.

49 50

Designed to exceed expectations, the interior architecture at Fitzroy Place

is calm, understated and authentic — a sanctuary in an urban village.

51 52

EvERytHInG yoU nEED

as a resident of Fitzroy Place you will always be exceptionally

well looked after by our first class team who are at your service

24 hours a day, 365 days a year.

our concierge provides a wide variety of services from simply

helping with the shopping to organising housekeeping, booking

theatre tickets, arranging courier services and much more.

a dedicated building management team will ensure that

Fitzroy Place is kept to exacting standards.

Fitzroy Place is more than a desirable residence. there will be

shops, a restaurant and a private dining facility to entertain

guests. In addition, secure underground parking is available

together with ample spaces for bicycles and motorbikes and

additional lockers for long-term storage.

The concierge will be located in No.8 Fitzroy Place.

Enjoy a first class concierge service, 24 hours a day, 365 days a year.

53 54

yoUR ExClUSIvE ClUb

as a resident you are automatically a Privilege Member of

the Fitzroy Club. the Club offers a wide range of facilities

including the Club Room where you can relax and unwind beside

the stunning fireplace, play a game of pool or backgammon

or listen to a record from thehouse vinyl collection.

a private 20-seat cinema will show a wide range of programmes

and feature films chosen by residents.

For a work out or a spot of pampering, there’ll be a state-of-the-art

gym, a studio for personal training and a massage room.

business needs are catered for with an executive lounge with

Wi-Fi. a conference room will also be available to book for

private meetings.

The Fitzroy Club provides residents with access to a wide range

of amenities and facilities.

55 56

The Club Room is an exclusive extension of your home.

The sumptuous surroundings and comfortable sofas make

this an ideal setting for a relaxing afternoon or evening.

57 58

Kitchen— Bespoke kitchen cabinets finished

in a combination of solid acrylic in a light or dark palette and natural timber veneer.

— Wall units in a lacquer finish to cabinet doors and feature colour display dresser, with integrated down lighting to the work surface.

— Solid surface worktop and splash back in technical stone or similar with undermounted stainless steel sink and single lever mixer tap (Vola or similar).

— Feature stone wall panel to complement selected colour palette.

Integrated appliances (all Miele or similar):— Fridge/freezer.— Wine cooler.— Multi-function electric oven and

separate built-in microwave.— 4-burner electric induction hob.— Dishwash drawers.— Extractor fan with integrated

lighting.— Compartmentalised waste storage.— Combined washer/dryer situated

within hall cupboard or utility room.

Note: variances occur between apartment types. Please refer to the sales team for individual apartment kitchen schedule.

yoU R n EW HoM E I n DEtaI l

From the top, left to right: Dark — stone, acrylic. Light — stone, acrylic. Natural timber veneer complements both palettes.

Your kitchen is available in a choice of dark or light colour palettes.

59 60

bathrooms— Continuously formed white glazed

ceramic basin. — Bespoke wall mounted fully mirrored

cabinet with integrated lighting, shaver socket and de-mist feature.

— White vitrified enamel wall mounted WC with soft close seat and dual push button flush.

— Walls finished in panels of full height large format natural stone tiles, back painted glass and porcelain tiles in either a light or dark palette.

— Large format natural stone tiles to floors in a honed finish.

— Baths are enamelled steel. Bath panels will be in natural stone.

— Thermostatically controlled shower.— Solid surface flush shower trays. — Frameless glazed shower screens.— High quality satin chrome finish

brassware (Vola or similar).— Electric heated wall for towel

and bathrobe warming.— Satin brass finish rail for towel

and bathrobe.— Underfloor heating.— Night light function.

Note: variances occur between apartment types. Please refer to the sales team for individual apartment bathroom schedule.

Natural stone.

Bathroom shown in dark colour palette.

Dark — porcelain. Light — porcelain.

61 62

floors— High quality engineered timber

floor finish to all rooms, except bathrooms.

Doors— Full height entrance door in

veneered hardwood solid core with hardwood frames and high quality door furniture, including cylinder night latch and spy hole.

— Painted factory finish full height internal doors with painted softwood frames and high quality handles.

Wardrobes— Wardrobes will have bespoke

timber veneer or lacquered doors, with internal fittings to include a high level shelf, hanging rail and internal lighting.

heating and cooling— The building is served by the wider

development’s district heating and chilled water network, providing metered hot water and cooling to all apartments.

— Underfloor heating throughout.— Comfort cooling provided by fan

coil units to reception rooms and bedrooms in all apartments.

electrical — 5 amp lighting and 13 amp

power circuits.— Lighting switch plates and socket

outlets finished in satin stainless steel or similar high quality finish.

Lighting — Lighting will generally comprise low

voltage LED luminaires throughout.— Programmable mood lighting

providing dimming and scene set function.

— Feature ceiling trough detail with concealed lighting in selected locations.

— Provision for table and floor lamps to be connected to a 5 amp lighting circuit in reception rooms and master bedrooms.

AV, telephone and data systems— Fitzroy Place will be served by

a network providing a high speed internet connection.*

— Television (terrestrial and SkyHD) points to reception rooms and all bedrooms.

— Telephone and data points to all reception rooms and bedrooms.

— Fully terminated cabling backbone provided to enable the installation of a wide range of audiovisual and integrated control solutions.

— Pre-wired for multi room audio allowing for connection of speakers into backbone wiring for future AV systems. Discreet flush mounted speakers fitted as standard in living rooms.

— DAB aerial connection.— Windows in living spaces and

principal bedrooms pre-wired with power and control cabling to allow for motorised blind and curtain options.

* Connection to the communications infrastructure to be arranged by the purchaser via a service provider in the normal manner.

floor to ceiling heights — Entrance halls: 2.4m.— Reception rooms and bedrooms:

2.6m.— Bathrooms and kitchens: 2.4m.

Note: the above figures are approximate and relate to the general height within each room.

balconies and Juliette balconies— All balconies accessed via opening

or sliding glazed doors.— Hardwood decking or similar floor

finish with level threshold. — Frameless structural glass

balustrade or bespoke powder coated metal finish with stainless steel or timber hand-rail.

— Enclosed glazed balcony or ‘winter garden’ with temperate semi-external environment adjoining living space where applicable.

security— 24/7 on-site security team.— CCTV surveillance to all public areas.— Security fob access control to all

building entrances and car park.— Video entry phone to all apartments

with direct link to concierge.— Mains supply smoke or heat

detectors and sprinkler fire protection system.

— Apartment entrance doors are pre-wired for installation of an intruder alarm system.

residents’ amenitiesThe residents at Fitzroy Place will benefit from a full range of lifestyle services and amenities including:— Five star 24/7 concierge service.— 20-seat private cinema.— Business lounge.— Residents’ lounge and Club Room.— Private dining room/meeting room

and kitchen.— Personal training room and fully

equipped gym.

Lifts— Two passenger lifts serve each

core, all residential floors and the basement car park.

Car parking and storage— Car parking spaces and self-

contained storage accommodation are available for purchase by separate negotiation.

— Secure cycle storage.— Wash down facility. — Charging points for electric vehicles.

general— All apartments benefit from

a 10-year NHBC warranty.— Each apartment will be sold

on a 990-year lease.— A Service Charge will be payable

to cover the costs of estate and building management, building maintenance and insurance.

— Residents’ intranet.

Please note that the apartment specification is subject to change.

63 64

“We see nothing truly

until we understand it.”

John Constable, the major English landscape

painter of the 19th century, lived and worked

at 76 Charlotte Street, Fitzrovia.

Quote from The History of Landscape Painting, third lecture, Royal Institution, 1836.

PaRtnERS In QUalIty

Fitzroy Place is being developed by multi award-winning developers

Exemplar, with the financial backing of aviva Investors, the global

asset management business of aviva plc.

a compelling partnership of proven development expertise and

one of Europe’s largest real estate investment managers.

ExEM PlaR

Exemplar is well-recognised as one of london’s leading property

developers, responsible for more than four million square feet of

projects over the past eight years. Exemplar’s goal is to deliver

developments that are finely crafted, where proportion and the

use of authentic materials are constant, and where considered

thought and quality of finish shine through from inception

to completion.

exemplar.co.uk

avIva InvEStoRS

aviva Investors is the global asset management business of

aviva plc, the UK’s largest insurer and one of Europe’s leading

providers of life and general insurance. aviva Investors operates

in 17 countries with total assets under management of over

£274 billion (at 30 June 2012). aviva Investors are active investors/

developers within the central london market. as long-term

owners and developers of real estate, aviva Investors has an

established track record in award-winning and best in class real

estate projects.

avivainvestors.com

67 68

IMPORTANT NOTICE

Savills and CBRE, their clients and any joint agents give notice that:

1. They are not authorised to make or give any representations or warranties in relation to the property either here or elsewhere, either on their own behalf or on behalf of their client or otherwise. They assume no responsibility for any statement that may be made in these particulars. These particulars do not form part of any offer or contract and must not be relied upon as statements or representations of fact.

2. Any areas, measurements or distances are approximate. The text, images and plans are for guidance only and are not necessarily comprehensive. It should not be assumed that the property has all necessary planning, building regulation or other consents and Savills and CBRE have not tested any services, equipment or facilities. Purchasers must satisfy themselves by inspection or otherwise.

3. These particulars were prepared from preliminary plans and specifications before the completion of the properties. These particulars, together with any images that they contain, are intended only as a guide. They may have been changed during construction and final finishes could vary. Prospective purchasers should not rely on this information but must obtain independent legal advice from a properly qualified solicitor regarding the plans and specifications for the property.

4. The reference to any mechanical or electrical equipment or other facilities at the property shall not constitute a representation (unless otherwise stated) as to its state or condition or that it is capable of fulfilling its intended function and prospective purchasers/tenants should satisfy themselves as to the fitness of such equipment for their requirements.

5. Any references to travel times and distances are for guidance only and have been sourced from walkit.com and tfl.gov.uk.

6. Nothing in this publication should be deemed to imply any affiliation with or endorsement, sponsorship or support of Fitzroy Place by any person or company, including those mentioned or shown within this publication.

For further information please contact:

Fitzroy Place Marketing Suite19/21 Mortimer StreetLondon W1T 3JE

T +44 (0)20 7323 1077E enquiries@fitzroyplace.comfitzroyplace.com