Developed by Marshall Street Regeneration, the new penthouse complex in London’s Soho will be primarily marketed to art collectors and artists. With retailer Ralph Lauren and furniture designer Chris Howe in talks to create the interiors of the penthouses, Blake Penthouses will consist of 37 large, open-plan apartments priced between GBP700,000 ($1.1 million approx.) and GBP4 million ($6.5 million approx.) each.
The consumers, who will buy the penthouses as shells, have the option to choose the number of internal walls they would like in the space. They will also have the opportunity to use the design service of designers Lauren and Howe to create the interiors, fixtures, fittings and furniture. The art exhibit in the Vinyl Factory’s gallery space will also be accessible to residents. Plans are also in for a vertical garden in the building’s courtyard.
Marshall Street Regeneration will also restore the Marshall Street public swimming baths, famous for its arched, marble Art Deco roof, and the baths which would reopen to the public in 2010.
Marshall Street Regeneration, a consortium made up of landowner Vinyl Factory and Resolution Property, will target the artistic community to market the property, though it would build 15 social housing units. The penthouse development will be part of the Vinyl Factory event space at the Soho property on Poland and Marshall Streets, which houses Vinyl Factory gallery, Vinyl Factory manufacturing, Phonica Records and Fact magazine.
The Penthouse Project will exhibit works in the Vinyl Factory arts and media center as part of a planned six-month marketing campaign, which will include four weeks of art and design exhibitions, as well as art and music events. Branded by Vinyl Factory’s in-house team, the exhibition by Ross Lovegrove, design gallery Carpenter’s Workshop, and Gallery Fumi aims to promote the development.
The project is expected to reach completion by April 2010.
