What S$1.37 Million Buys In One Of London’s Most Established Neighbourhoods — And It’s Almost Freehold

UK property developer Arada London has launched a new 999-year leasehold project in Swiss Cottage, a neighbourhood in London’s Borough of Camden. Located at 100 Avenue Road, the 172-unit apartment project – which is named 100 Avenue Road – sits above Swiss Cottage Underground Station on the Jubilee Line.

This is the first new project by Arada London, which used to be British property developer Regal until its acquisition by United Arab Emirates developer Arada Group in a deal worth £500 million ($680 million) last September.

The new 25-storey apartment building consists of 172 units with a mix of studios, and one- to three-bedroom units which range from 422 – 957 sq ft. According to the developer, prices start from £795,000 ($1.37 million).

100 Avenue Road is expected to be completed by the end of 2028.

Located in an affluent residential neighbourhood in North West London, Swiss Cottage is close to some of London’s well-known areas, such as Hampstead Village, Primrose Hill, St John’s Wood, Belsize Park and West Hampstead. New residential developments in this vicinity are rare.

From Swiss Cottage Underground Station on the Jubilee Line, it connects to schools such as the London School of Economics, Imperial College London and King’s College London, as well as key business districts such as the City and Canary Wharf.

Arada London’s new development is designed by its in-house team. Units will feature herringbone oak flooring with underfloor heating, bespoke porcelain accessories, and ambient night lighting in each bathroom.

Fully equipped kitchens feature premium stone worktops and integrated high-end appliances, including wine coolers, washer-dryers and designer fittings throughout. Each apartment will also come with a private balcony with views of Central London’s skyline.

The residence will also offer wellness amenities, including a swimming pool, spa, sauna, steam room and dedicated treatment room. For fitness facilities, there is a fully equipped gym, Technogym Visio Studio and reformer pilates studio

Residents also benefit from a 24-hour concierge and dedicated front-of-house team, a residents’ lounge and library, private dining room, cinema and virtual golf simulator.

“The development brings something genuinely rare to North West London: a new-build home in one of the capital’s most sought-after neighbourhoods that is well connected and built for the long term,” says Jacob Sullivan, Global Sales & Residential Marketing Director at Arada London.

He adds that 100 Avenue Road offers families, long-term owners and parents buying for children studying in London an opportunity to secure a base in a part of the city they already know and trust.

Amid the persistent shortage of new homes being built and completed in Central London, well-located, turnkey homes in prime northwest London are exceptionally limited in stock.

According to Knight Frank, property prices in prime central London (PCL) are forecast to drop by 2% in 2026, while prices in prime outer London (POL) will be flat.

On Avenue Road, property types and prices have a wide variance. At the ultra prime London’s “Billionaire Row” in St John’s Wood / Regent’s Park, custom estates can surge as high as £110 million, to five-storey houses on 52 Avenue Road for £22 million to more accessible boroughs such as Acton, where a two-bedder starts at £400,000.

Compared to new-build developments in nearby areas, 100 Avenue Road is priced for its location and connectivity to key business districts and academic institutions. The project also builds on a project by Regal, One St John’s Wood, which saw strong uptake from Asian purchasers when the luxury new build launched in 2022.