en.Wedoany.com Reported - Arada has launched the pre-sales phase of the 100 Avenue Road project, a new residential development in Swiss Cottage, London, UK, near Regent’s Park and Hampstead Heath.
Construction of the 172-apartment building has commenced and is expected to be completed in the fourth quarter of 2028. This is the first London project for UAE-based developer Arada following its acquisition of Regal (now Arada London) in September 2025.
Located in the NW3 district, 100 Avenue Road sits among several of London's renowned neighborhoods and is the tallest building in the areas of Swiss Cottage, Hampstead, St Johns Wood, and Belsize Park. Nearby popular destinations include Hampstead Village, known for its literary and artistic heritage; Primrose Hill, famous for its panoramic city views; and Lord’s Cricket Ground.
Ahmed Alkhoshaibi, CEO of Arada Group, stated that opportunities to acquire such a site in London are rare, noting that the neighborhood is mature and well-connected, and new developments of this scale are uncommon. He also highlighted that 100 Avenue Road represents the type of development Arada is committed to, where design, amenities, and location combine to create a unique product.
Alkhoshaibi explained that the residences at 100 Avenue Road range from approximately 422 square feet to 957 square feet, encompassing Manhattan-style apartments to three-bedroom units, each featuring a private balcony with views of the London skyline. These homes are offered on a 999-year leasehold basis, designed by Arada London's in-house team, and feature herringbone oak flooring throughout, underfloor heating, custom porcelain fittings, and night-time ambient lighting in every bathroom. Kitchens are equipped with premium stone countertops and integrated high-end appliances, including a wine cooler, washer-dryer, and designer fittings throughout.
The project prioritizes wellness, with amenities including a swimming pool with a vitality spa, sauna, steam room, and dedicated treatment rooms, as well as a fully equipped gym, Technogym Visio studio, and Reformer Pilates studio. Residents will also enjoy 24-hour concierge service with a dedicated front-of-house team, along with exclusive access to a private lounge and library, private dining room, cinema, and virtual golf simulator.
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