“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.

CONTENTS

INTRODUCING

FITZROY 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.

0504

A stunning landscaped square, the focal point of Fitzroy Place.

WHERE CREATIVITY LIVES

Unquestionably contemporary, 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

one hundred years, the development will include three new

residential addresses. 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.

Drawing inspiration from the area’s strong Edwardian identity, the architecture

is sympathetic to the surroundings in form, material and detail.

08 09

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.

10 11

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,

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 thirty 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.

14 15

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

19

M AY FA I R

F I T Z R O V I A

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

M A R Y L E B O N E

S O H O

K N I G H T S B R I D G E

B E L G R AV 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

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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

H I G H H O L B O R N

ED

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M A R Y L E B O N E R OA D

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B A N K M E N T

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B R O M P T ON

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Euston

Euston Square

Oxford CircusPaddington

Bond Street

Piccadilly Circus

Tottenham Court Road

Green ParkHyde Park

Corner

Knightsbridge

Sloane Square

St James’s Park

Victoria

Westminster

WaterlooCharing Cross

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

H Y D E P A R K

CH

AR

LO

TT

E S

T.

CL

EV

EL

AN

D S

T.

SH

AF

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SB

UR

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VE

.

M A R Y L EB ON E HIG

H S

TR

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T

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 7 minutes’ walk from Fitzroy Place.

21

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

thirty 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**

University College London (UCL), 7 minutes’ walk from Fitzroy Place.

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

*QS Best Student Cities 2012.

**Foreward from Study in London 2011.

www.studylondon.ac.uk Image © UCL Photographic Services

22 23

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

mix of stunning Edwardian mansions and boutique shops.

25

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.

26 27

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 thirty 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 a hundred

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.

30 31

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

largest collections of antiquities from the Classical world.

33

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

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.

Follow in the footsteps of some of culture’s best-loved names.

34 35

“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.

A HOME AS INDIVIDUAL

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”.

The duplex apartments offer stunning double height space and finely

crafted feature staircases. Interior walls combine solid and glazed

areas maximising light and providing walls for art.

38 39

The kitchens, bespoke to Fitzroy Place, fit seamlessly within the main living

areas of the apartments. The premium quality appliances are complemented

by the use of natural materials, including stone and oak.

40 41

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.

42 43

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, underfl oor heating,

heated walls and ingenious, concealed storage.

44 45

Enjoy plentiful natural light from the full height windows and the sense

of generous space afforded by the high ceilings. 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.

46 47

The approach and entrance to each apartment complements

the interior fi nishes perfectly. Careful consideration has

been given to every detail at Fitzroy Place.

The design of the suites ensures an optimum use of space combined with

fine detailing. All apartments have been cleverly sculpted by the use of discreet

programmable mood lighting, washing the ceilings and walls.

48 49

Designed to exceed expectations, the apartments at Fitzroy Place

will meet the most discerning of tastes.

ELEGANT INTERIORS

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.

50 51

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.

52 53

YOUR EXCLUSIVE CLUB

As a resident you are automatically a 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 or the

widescreen TV.

A private twenty seat cinema will show a wide range of programmes

and feature films chosen by residents, and a children’s play area will

keep little ones entertained.

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

and copying facilities, and a conference room will be available to

book for private meetings.

The Fitzroy Club provides residents with access

to a wide range of amenities and facilities.

54 55

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.

56 57

Kitchen— Bespoke kitchen cabinets fi nished

in a combination of solid acrylic in

a light or dark palette and natural

timber veneer.

— Wall units in a lacquer fi nish 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.

58 59

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 fl ush.

— 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 fl oors in a honed finish.

— Baths are enamelled steel.

Bath panels will be in natural stone.

— Thermostatically controlled shower.

— Solid surface fl ush 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.

— Underfl oor 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.

60 61

Floors— High quality engineered timber

fl oor 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.

— Underfl oor 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 fl oor 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 fl ush 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 fl oor

finish with level threshold.

— Frameless structural glass

balustrade or bespoke powder

coated metal fi nish 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

benefi t 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 fl oors 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.

62 63

“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.

EXEMPLAR

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 in every development,

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 16 countries with total assets under management of over

£263 billion (at 30 December 2011). 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

fitzroyplace.com

66

CB Richard Ellis Ltd

Henrietta House

Henrietta Place

London W1G 0NB

T +44 (0)20 7182 2000

residential@cbre.com

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 specifi cations 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 fi nal fi nishes

could vary. Prospective purchasers should not rely

on this information but must obtain independent legal

advice from a properly qualifi ed solicitor regarding the

plans and specifi cations 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 fulfi lling its intended

function and prospective purchasers/tenants should

satisfy themselves as to the fi tness 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

affi liation with or endorsement, sponsorship or support

of Fitzroy Place by any person or company, including

those mentioned or shown within this publication.

Savills (L&P) Ltd

Lansdowne House

57 Berkeley Square

London W1J 6ER

T +44 (0)20 7409 8756

fi tzroyplace@savills.com