Robert Soning likes to make an entrance. Believing first impressions count, the boss of design-led developer Londonewcastle places special importance on the foyer areas and common parts of the apartment schemes his company builds.
A lobby, he says, should set the tone for the whole development, so he commissions architects to come up with original designs, while he personally cherry-picks art and furniture to introduce a bit of fun and attract creative-sector buyers.
Graphics and signage are carefully considered, even for the lobby mailboxes.
At a scheme of flats in Clerkenwell, a piece by New York based video installation artist Marco Brambilla transforms the experience of taking the lift.
Queen’s Park Place is a scheme of 116 apartments attracting buyers priced out of Notting Hill. It has a dramatic double-height glass clad entrance lobby, with artwork and a bespoke concierge desk. Interiors have been designed by Elle Decor’s Tamzin Greenhill.
Prices start at £535,000 and rise to £2,095,000 for a penthouse. Call estate agents Aston Chase on 020 7724 4724.