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Penthouses – London’s aspirational dream. Chris Dezille talks to The Times

The Times

January, 2015

The leading name in luxury flats reveals what furnishings and other features are needed to attract buyers now Penthouses have been in the news recently. A penthouse apartment in New York sold for a record-breaking $100 million (£65.9 million) last month, making it the city’s most expensive residential property deal.

Christopher Dezille, of the design consultancy Honky, explains why: “Penthouses are not just the top floor of an apartment block. They are a flat on steroids – it’s the aspirational dream.”

Dezille, who designed the interior of the penthouse at Avant-Garde, a tower in Shoreditch, London, says that people are buying into a lifestyle. “You need to make it easy for people to immediately visualise living there”, he says. “you need to turn up the specification – and deliver on the wish list”.

The penthouse at the Telford Homes development Avant-Garde – which is on the market for £2.95 million – is located on the “City fringe”. It is in Shoreditch, just off Bethnal Green Road and moments from Liverpool Street, so it could appeal equally to a banker or the owner of a tech company, Dezille says. “It is on the edge of Shoreditch, so it could be someone who works in the City but sees themselves as someone a bit cooler. Someone who can’t wait to get out of their suit.”

So, how do you get a buyer to part with just under £3 million for what is essentially a two bedroom flat? You make it look as exciting as possible. Cue ambient lighting, floor-to-ceiling windows with views across the capital, a master suite dressing room with an island unit, a Crestron audio-visual system controlling sound, heating, cooling, blinds and TV – plus fun elements like a hidden bar…

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Penthouses – London’s aspirational dream. Chris Dezille talks to The Times

January 30, 2015

The leading name in luxury flats reveals what furnishings and other features are needed to attract buyers now Penthouses have been in the news recently. A penthouse apartment in New York sold for a record-breaking $100 million (£65.9 million) last month, making it the city’s most expensive residential property deal.

Christopher Dezille, of the design consultancy Honky, explains why: “Penthouses are not just the top floor of an apartment block. They are a flat on steroids – it’s the aspirational dream.”

Dezille, who designed the interior of the penthouse at Avant-Garde, a tower in Shoreditch, London, says that people are buying into a lifestyle. “You need to make it easy for people to immediately visualise living there”, he says. “you need to turn up the specification – and deliver on the wish list”.

The penthouse at the Telford Homes development Avant-Garde – which is on the market for £2.95 million – is located on the “City fringe”. It is in Shoreditch, just off Bethnal Green Road and moments from Liverpool Street, so it could appeal equally to a banker or the owner of a tech company, Dezille says. “It is on the edge of Shoreditch, so it could be someone who works in the City but sees themselves as someone a bit cooler. Someone who can’t wait to get out of their suit.”

So, how do you get a buyer to part with just under £3 million for what is essentially a two bedroom flat? You make it look as exciting as possible. Cue ambient lighting, floor-to-ceiling windows with views across the capital, a master suite dressing room with an island unit, a Crestron audio-visual system controlling sound, heating, cooling, blinds and TV – plus fun elements like a hidden bar…

Read full article (opens in new window).