Bling’s your thing at Versace Tower

Love a la­bel? Flaunt your fash­ion-state­ment home at Bri­tain’s first ‘branded’ high rise, says

London Evening Standard (West End Final B) - ES Homes and Property - - New Luxury Homes -

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.”


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.”


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

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