Bling’s your thing at Versace Tower
Love a label? Flaunt your fashion-statement home at Britain’s first ‘branded’ high rise, says
APIECE of unmissable bling is about to light up the Nine Elms regeneration zone, in the shape of a shameless statement piece of property for those who love a label. Thanks to a collaboration with Italian fashion house Versace, 50- storey Aykon London One will be the ritziest tower on the block.
Even the chandeliers in the residents’ lounge are gold-plated filigree, while “V” for Versace Home is in marble patterns inlaid into the walnut floors at the entrance to each apartment. The first “branded” apartment building in Britain, this one is priced accordingly into the millions.
Since building work on “Versace Tower” began in August, ahead of a completion date of 2020, 170 of its 360 homes have sold. Unsurprisingly, many overseas buyers have taken the bait, from the Gulf States, Hong Kong, Russia, Iran and Pakistan. Noora Al Sohail, a relationship manager for Aykon International Real Estate Services, says buyers range in age from their mid-twenties to 65-plus, and probably won’t live in their new baubles full time. “Most of them already have several homes.”
VIEW OF HARRODS FROM THE MARKETING SUITE
Much has been written about the glut of new-build flats lining the Thames, and the tough time developers are having trying to shift them in a nervous market to price-conscious post-Brexit Britons. After a UK launch in spring and an overseas sales campaign, this £240 million development looks very much on track, but only 11 Britons are among the buyers, says Yana Lebedeva, business development manager at Dubai- based property developer Damac, the parent company of Aykon International. Noora Al Sohail says buyers from abroad are attracted to Aykon London One’s Zone 1 location, its proximity to the embassies that have decided to move across the river from Mayfair to Nine Elms in recent years — and of course, by the Versace brand.
“It makes a massive difference,” says Al Sohail, sitting in the lavish splendour of the Aykon London One sales suite in prime Knightsbridge, with reassuring front-row views of Harrods from its windows. “As a girl who loves to shop I know how important it is to be able to live in a tower called Versace. It is a very positive message for those who like brands.”
THE HIGHER YOU GO, THE HIGHER THE PRICE
Estate agent Portico is currently marketing flats at so-called Versace Tower. A studio can be bought for a relatively modest £747,000, with one-bedroom apartments from £1,116,000, and twobedroom flats from £1,877,000. As the floors start to rise, so do the prices. A top-floor duplex would set you back
From £747,000 to £13 million: studios, flats and duplexes at Aykon London One in Nine Elms regeneration zone, by Dubai developers with interiors from Versace Home. Inset, model Kaia Gerber helping to unveil Donatella Versace’s 2018 spring collection in Milan last month
Trademark opulence: gold-plated filigree chandeliers in the residents’ lounge