West London is renowned for its elegance, striking architecture, and rich cultural heritage.
During the 19th century London’s population grew rapidly, in turn shaping the enduring landscape, demographics, and geography we recognise today.
For this journal, I had the pleasure of speaking with Camilla Dell of Black Brick Property, with whom I previously recorded a podcast exploring inspiration, prime property trends, transformative design, and investment insights across London. It was wonderful to reconnect and discuss the neighbourhood the Katharine Pooley Studio and Boutique proudly calls home. Encompassing areas such as Chelsea, Holland Park, Chiswick, and Hammersmith, West London is abundant in leafy suburbs and picturesque riverside districts. It remains one of the locations our Studio returns to time and again, as our clients continually seek homes that combine refined design with timeless London character.
Why do you think West London continues to be a desirable location for luxury property buyers?
The associated upheaval and pollution that went with the industry and commerce in the East of the city during the last century meant the more affluent side of society sought to build their homes in the greener, cleaner area West. Many of the parks and garden squares are still found in the West today, alongside grand and ornate period architecture. Along with this, other reasons include easier access to Heathrow and the Home Counties, top educational institutions and strong investment potential.
Is there a specific area that is particularly interesting to you and why?
Richmond has recently been quoted as the best place to live in the UK by a study in The Times and it has all the ingredients to continue being a wonderful place to reside. It has one of London’s biggest and wildest parks, access to the river, a boutique High Street, top-rated schools and an abundance of Period housing stock. For buyers that have more of an appetite for capital growth, we think Bayswater is interesting for the prime end of the market, and its neighbour Royal Oak which is slightly lower down the pricing scale. Both areas are well located, neighbouring some of the very best areas in London (like Notting Hill) but have potential for improvement. Bayswater in particular is currently undergoing dramatic change and investment with new super prime developments such as The Whiteley and Park Modern along with wider investment into the public realm.
Focussing on Kensington, what are some unique characteristics of the area’s property landscape that you have learnt, and think buyers should be aware of?
Kensington has the unique appeal of being sandwiched between two of London’s best parks, Kensington Gardens and Holland Park, both of which are within walking distance. The area is also home to some of the largest Freehold houses existing in Prime Central London. Streets such as Kensington Palace Gardens, The Phillimores, Holland Park and Addison Road all have some of the largest, and most desirable, single private residences in Prime Central London. There are also now a number of luxury new build apartment blocks which have been completed over the last 10 years or so in the area. Developments such as Holland Park Villas, One Kensington Gardens, Young Street and Lancer Square now offer some of the best luxury amenities and security in the city.
What factors influence a property’s value in this area? Are buyers today prioritising specific home features or interior styles?
The address, specific position on the street and immediate neighbours can be quite nuanced in this part of London and therefore values can vary. It is crucial to take specialist advice in order to navigate the market. One of the biggest influencing factors on a property’s value is the condition. There is a widening gap between the value of an unmodernised property versus a property that is fully refurbished to a high standard. Interior style and decoration that works harmoniously with the architecture of the building is always most popular and where we see the highest values being achieved. In period properties, promoting the period detailing is key. In new build properties the interior design often needs to promote some individuality, as the properties can be very similar and sometimes lacking in character.
How does Black Brick assist clients with finding a home that aligns with their lifestyle, needs and preferences?
We have 100 years experience within our team and since founding Black Brick in 2007, we have acquired over 500 properties across the whole of London totalling a combined value in excess of £2 billion. The team are experts at listening to our clients, understanding their requirements and adding true value to the process, helping them to navigate one of the most complex real estate markets globally. At the top end of the market, around 80% of properties we find are not being openly advertised so it can be almost impossible for buyers to navigate. Our track record, deep knowledge of the London property market and extensive book of key contacts enables us to open doors to the finest properties which our clients may not otherwise have been able to find and our years of experience negotiating means we often save our clients far more than our fees.
What role do sustainability and eco-friendly design play in the properties you’re seeing in the UK today?
Where people have the opportunity to renovate and modernise, eco-friendly features are an important factor. There is a growing awareness amongst buyers and sellers of the need to embrace sustainability wherever they can, whether this is in the efficiency of their house, or the recycling of materials that go into the furniture they buy. As professionals working in the industry, we also have a responsibility to present them with the best tools and opportunities to make these changes.
What are your personal favourite businesses in the area?
Continuing the theme of sustainability, Hornets on Kensington Church Walk is one of the best second-hand menswear shops in the country. It’s practically an institution! Likewise, the newly opened Kensington Roof Gardens is a roof top oasis which has been popular for decades but now has a new lease of life having been closed for six years while it underwent a complete refurbishment and is now one of London’s hottest private members clubs. I love the breakfast at Dishoom and Equinox Gym opposite is one of the very best in London. For a quick business lunch on the go with clients, you can’t go wrong with The Ivy on Kensington High Street.
What advice would you give to someone looking to invest in a luxury property in West London or Kensington?
Employ a buying agent with the skills and track record to run your search. The market is increasingly opaque, difficult to navigate, and if you are unrepresented, it’s like going to court without a lawyer. There are some truly wonderful properties here, but some have issues that are not obvious at a first look and it’s easy to make a mistake. If you want to educate yourself first, lace up your trainers and go for a wander. London is a very walkable city, and it will really help you narrow down the streets you like.
From the leafy avenues of Holland Park to the refined charm of Chelsea, West London offers a captivating blend of heritage and modernity. Its enduring appeal lies in the vibrant, village-like lifestyle woven into each neighbourhood. For those seeking a harmonious balance between tradition and contemporary living, it’s no surprise that this iconic part of the city continues to attract discerning clients – both past and present – who are drawn to its timeless character.
