As Global Sales & Residential Marketing Director at Arada London, Jacob Sullivan keeps his finger on the pulse of how London’s most established neighbourhoods evolve and what discerning buyers look for in a new home. Here, he shares why he believes 100 Avenue Road brings something genuinely rare to the market.

Swiss Cottage: an established “urban village” in North West London

Characterised by elegant period architecture, a vibrant cultural scene and with Primrose Hill and Regent’s Park on the doorstep, the affluent neighbourhood of Swiss Cottage has a charm that belies its proximity to central London. The area’s enduring personality is no accident, with strict heritage protections and planning controls limiting new development in this highly sought-after location.

The only major new residential development in Swiss Cottage

As the only major new residential development currently underway in Swiss Cottage, 100 Avenue Road offers a rare opportunity to live in the heart of this long-established neighbourhood. Residents will be moments from the cafés, boutiques, restaurants and green spaces that define life in this part of the capital.

Securing the only site of its type in this long-established “urban village” presents a unique opportunity and Arada London is crafting a development that provides the highest standards of contemporary living while honouring its surroundings. Combining world-class amenities with the lifestyle benefits afforded by its aspirational location is certain to appeal to affluent families and professionals from London and further afield.

Village-style living with exceptional access to the West End and City

100 Avenue Road is a collection of 172 beautifully crafted homes that combine contemporary interiors, private outdoor space and uninterrupted views across London with seamless connectivity.

Thanks to its position directly above Swiss Cottage Underground station, residents of this elegant 25-storey building can reach the West End’s iconic shopping streets and theatres in less than 10 minutes, while professionals can be in the heart of the Square Mile in around 20 minutes. Yet just moments from your front door lie leafy streets, tranquil parks and a thriving community of artisan shops, eateries and a weekly farmers’ market.

First-class wellness, leisure and concierge amenities on site

Creating an effortless lifestyle in the midst of a vibrant, cosmopolitan community, every detail of 100 Avenue Road has been designed to elevate daily life. Whether starting the day with a workout, unwinding in the spa or hosting friends for dinner, residents have access to an impressive collection of spaces designed to support wellbeing, relaxation and connection.

Amenities include a swimming pool and vitality spa, sauna and steam room, a fully equipped gym and Reformer Pilates studio, alongside a private cinema, virtual golf simulator and an elegant private dining room for entertaining. A residents’ lounge and library, together with a 24-hour concierge enhance everyday convenience, while the wellness suite provides calm spaces to relax and recharge.

100 Avenue Road is currently under construction and will be ready for occupation from Q4 2028. You can view images of the scheme, learn more about the opportunities on offer and register your interest with us.