What S$1.37 Million Buys In One Of London’s Most Established Neighbourhoods — And It’s Almost Freehold
June 21, 2026
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.
More from Stacked
The challenge for many buyers today isn't access to information.
It's interpreting that information in a way that makes sense for their finances, goals, and stage of life.
Over time, that's also why we decided to work with agents who shared the same data-driven and advisory-led approach behind our editorial, consultants who could help readers think through decisions more objectively, rather than simply push transactions.
Today, the team has worked with more than 2,000 clients across over $5B in property transactions.
This 25-Year-Old EC Has Spacious 3-Bedders From $1.39M — But Has It Been A Good Buy?
Over the years, we have analysed numerous condominiums in Singapore that were launched for sale under tough market conditions. In…

“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.
At Stacked, we like to look beyond the headlines and surface-level numbers, and focus on how things play out in the real world.
If you’d like to discuss how this applies to your own circumstances, you can reach out for a one-to-one consultation here.
And if you simply have a question or want to share a thought, feel free to write to us at stories@stackedhomes.com — we read every message.
Frequently asked questions
Where is the 100 Avenue Road apartment project located?
What types of units are available at 100 Avenue Road?
What amenities are available to residents at 100 Avenue Road?
What are some features of the apartments at 100 Avenue Road?
When is the completion date for 100 Avenue Road?
Sihan Chia
With over a decade of experience in journalism, content, and marketing, Sihan has worked across lifestyle media, travel, and personal finance before moving into the real estate space at Stacked. She has worked with brands including Singapore Women’s Weekly, SingSaver, and the Singapore Tourism Board, bringing a consistent focus on uncovering stories that matter. Her work centres on translating complex ideas into clear, practical insights for everyday audiences. At Stacked, she is particularly interested in how data, design, and urban living shape housing decisions in Singapore.Need help with a property decision?
Speak to our team →Read next from Overseas Property Investing
Overseas Property Investing This New Freehold Osaka Project Starts From S$547,000 — What Does That Buy A Singapore Investor Today?
Overseas Property Investing This 18-Bedroom Scottish Castle Is Selling For S$15.5 Million — And It Comes With 3,702 Acres Of Land
Overseas Property Investing Skypark Kepler Review: JB’s First Banyan-Managed Branded Residence At Lido Waterfront Boulevard
Overseas Property Investing London Dock And Sutton Garden Square Launch In Singapore This Weekend With 999-Year Homes From $645K
Latest Posts
On The Market Here Are 5 Of The Most Affordable 4-Bedroom ECs For Sale — From Under $1.8M
Property Investment Insights Why Resale Two-Bedders Are Becoming More Attractive To Singapore Buyers In 2026
Singapore Property News The Last River Valley GLS Site Just Closed — And The Top Bid Was 22% Higher Than The Previous Tender
0 Comments