New homes are the brightest stars of London's West End

The curtain is falling on the West End's tourist-tat shops as Regent Street takes centre stage in Theatreland's residential renaissance
* The Tottenham Court Road area is undergoing its biggest change since the Sixties as Crossrail revamps the surrounding area

* The Crown Estate is launching the biggest batch of new homes in Regent Street since the road was built 200 years ago

* New homes and apartments include The Saint Martins Lofts in Charring Cross Road; Albany House in Bloomsbury; 20 Jermyn Street and Trenchard House in Broadwick Street

The Saint Martins Lofts
From £2,275,000: luxurious lateral apartments at The Saint Martins Lofts (020 7993 7395)

The West End is not just for clubbers, theatregoers and tourists — owning a home there has become a status symbol among rich young Londoners who would rather splash their cash on a sophisticated lifestyle in the heart of an international city than on an old-school country pile.

The Crown Estate, ever alert to the market, this week launches the biggest batch of new homes in Regent Street since the road was built 200 years ago — an initiative that is helping to nudge neighbouring locations into action. The aim is to rid the West End of its shabby tourist-tat shops, smartening its streets and raising its place in the residential pecking order with imaginative architecture and glamorous cutting-edge design.

Albany House
£310,000 for a View sold house prices in the West End
View area stats for the West End
Property values in the West End

For show-offs, arguably the ultimate West End pads are W Residences. These have been created at the top of a boutique hotel on the site of the former Swiss Centre in Leicester Square. Apartments with views over the square and Piccadilly Circus’s neon advertising displays have flash interior design (silky and “bondage-style”) and are aimed at celebrity types and extroverts — even the four-poster bed is positioned facing curtainless floor-to-ceiling windows. For rent, two-bedroom apartments cost from £1,950 a week. Call 020 7480 6848 for full details.

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