Galliard Homes Launch Multi-million pound suite to promote the luxury apartments at the capital’s new £750m Shakespeare-themed Culture Village – The Stage
In conjunction with award-winning designer Nicola Fontanella of Argent Design, Galliard Homes have launched London’s most spectacular and entertaining property marketing suite at The Stage in Shoreditch. The £750 million Stage is the transformation of the 2.3-acre site of William Shakespeare’s Curtain Theatre into a new mixed-use destination for London.
The Stage Marketing Suite is a world away from a conventional sales portacabin. The 8,000 sqft on site suite is located in the historic brick arches of a Victorian Railway Viaduct, originally built in 1865 by engineer William Baker and opened by Queen Victoria as part of the North London Railway Line; disused since 1986.
Located off Curtain Road in Shoreditch, The Stage is designed around a new 1.28-acre public square that will showcase the sunken remains of Shakespeare’s Tudor Curtain theatre. The development is by Galliard Homes in a joint venture with Cain Hoy, McCourt, Vanke and The Estate Office Shoreditch. The new square will be bordered by 400,000 sqft of mixed-use space including cafes, restaurants and shops with four striking new buildings – a 37 storey residential tower providing 412 private sale apartments and penthouses; two office buildings providing over 257,000 sqft of “blue chip” commercial space and retail premises at ground level and a leisure/performing arts pavilion.
Currently housing the new marketing suite, the railway viaduct – located on one side of the square – will be restored with the brick arches accommodating 9,000 sqft of new shops and bars and the top of the viaduct landscaped into a park with a tea/coffee house.
The historic brick arches of the railway viaduct, which have dramatic 20ft high ceilings, have been enclosed with glazing and interior designed and dressed by Argent Design, working with Galliard Homes, creating London’s most outstanding “must see” marketing suite.
The viaduct is accessed from Fairchild Place, a cobbled mews. Outside the glazed arches is a newly created British urban garden formed by box plants and hedges. Step inside and in one of the arches is the newly built and interior designed show apartment for The Stage.
Inspired by the history of the site, which housed a Tudor Theatre between 1577 and 1622 where William Shakespeare’s plays were performed, with Shakespeare himself in the cast; Argent Design have specified and dressed the show apartment to be a celebration of the “Best of British”; Savile Row style classic British fashion, icons, fabrics, design and furniture.
The marketing suite also showcases a special collection of pop-art illustrations by the famous Shoreditch street artist D-Face (Dean Stockton) whose work is popular with celebrities including Christina Aguilera, Beyonce and Jay-Z.
The one bedroom show apartment has an elegant living room with coffered ceiling, designed in the style of a Mayfair gentleman’s club. Features include metallic grey bespoke cabinetry housing a 55-inch plasma screen, complete with Chesterfield sofa in Herringbone fabric; a Missoni carpet with a West Country style weave; dog-tooth pattern jewel boxes, Colonial style fanlights and British bulldog ornaments. The walls are dressed with pop-art illustrations in keeping with the D-Face collection. The open plan fully fitted designer kitchen/breakfast area is chic and stylish with contrasting textured tobacco wood and matt grey kitchen units, brushed steel plinths, quartz stone worktops and Miele integrated appliances.
The bedroom has a deep and cosy wool mix carpet, with floor to ceiling fitted wardrobes finished in high gloss Tabacco veneer with chrome edge detailing. Continuing the “Best of British” design theme the bed linen has a bespoke dog-tooth design and feature cushions, complimented by leather wrap headboard and silk-linen silver wallpaper and cantilevered bedside cabinets with a suede and veneer finish.
The luxurious bathroom includes a large walk-in shower with bronze tinted nickel framed shower screen, stained Oak vanity units with bronze effect inlay, large format floor and wall tiles, bespoke mirrored cabinets and heated towel rail.
Outside the show apartment, part of the brick arch has been turned into a funky nightclub style data-presentation space, with a drinks/refreshment area and steps leading up to a mezzanine deck featuring a wall-mounted 120-inch cinema screen and a media table topped with an interactive screen.
The media table and cinema screen can share data and displays, and the highly advanced presentation system is like the command deck of ‘Air Force One’. It is able to provide an interactive tour of the development and show viewers computer-generated images of how the apartments and wider leisure and retail facilities will look once complete, along with detailed interactive location maps and guides to local shops, leisure and transport amenities.
Another arch has been transformed into a vast reception space with vaulted ceiling, industrial style lights, Oak flooring and feature floor and ceiling lighting running the entire length of the space. The glazed arch windows are dressed with dramatic 6-metre tall velvet curtains that recall the Theatre stage curtains of Shakespeare’s Tudor playhouse – known as The Curtain Theatre – that once stood on the site.
To one side of the reception space is a concierge/greeting desk whose sides are a bespoke design Herringbone pattern which echoes the style of the new cocktail bar – ‘The Skybar’ – which will be located on the 32nd level of the 37-storey residential tower to be built at the development. The central feature in this arch is a large and striking scale-model of the development along with lightboxes displaying information, floorplans and images of The Stage. There are also Pop-Art sculptures by Gary Betts, a member of the Royal British Society of Sculptors whose works are showcased at prestigious art events including Miami’s Scope Basel, the Royal Academy Summer Exhibition and the Religionis Violenta Exhibition.
Another arch is dressed as a VIP ‘club room’ with a drinks bar and lounge area designed in the style of ‘The Skybar’. The lounge has feature lighting in the style of the entrance foyer planned for the residential tower, along with “sexy seating” in the style of ‘The Skybar’ including Chesterfield blue leather armchairs, coffee tables and sofas in lush cashmere and wool fabrics. The walls are dressed with mirrors and iconic pieces by Pop-artist D-Face (Dean Stockton) including Stressed Cityboy, Jealous Lovers, Urban Vampire and Un-dieing Love.
Nicola Fontanella, Founding & Managing Director of Argent Design says: “This is the most unique and entertaining lifestyle-come-marketing suite Argent has ever created. Combining historic Victorian brick arches with bespoke British contemporary furnishings and D-Face artwork to create the City of London’s most electric destination.”
David Galman, Sales Director of Galliard Homes said: “In our view this is the most outstanding marketing suite and the coolest show apartment in London. For anyone interested in the capital’s finest new homes our marketing suite is a “must see” destination. The regeneration of this Shakespearean site will elevate the status of Shoreditch to that of the uber-cool Meatpacking district in downtown New York City.”
The 37 storey residential tower at The Stage will provide 412 luxurious studio, one, two and three bedroom apartments and four bedroom duplex penthouses, ranging from 416 sqft to 2,434 sqft in size with the upper levels benefiting from panoramic skyline views. The tower has the 32nd level ‘Skybar’, lifestyle amenities, business meeting/hosting facilities and double height entrance foyer with lounge, lift lobby and 24-hour concierge reception and services.
The Stage provides residents with a range of exclusive lifestyle facilities. These include 24-hour concierge services; a business centre with advanced I.T. business suites and boardroom; private 20 seat screening room with tiered seating, panelled walls and feature doors with inlay detailing and a fully-equipped, games and recreational lounge.
Situated directly adjacent to the residential tower within the Hewett building will be the new luxurious health club at The Stage. The health club will provide cardio workouts, one-to-one training, toning, spa treatments, kettle bells, juice bars, chilled towels, changing facilities and every other high-end fitness detail. Inspired by the famous Cistern Basilica in Istanbul, the luxurious spa will include spa treatments, steam room and sauna. Residents at The Stage will benefit from complimentary three-year fitness club membership with luxury health club operator arranged by Galliard Homes.
Galliard Homes, The Stage – Where and how
The main construction works for The Stage are anticipated to commence in April 2016 with final build completion scheduled for Q1 2019. The Stage is launching on 17th to 20th March 2016. On the 17th March, the launch starts at 5 pm. Then the sales and marketing suite will open daily from 10 am to 5 pm, located at The Viaduct, Fairchild Place, Shoreditch EC2A 3EN.
Prices start from £695,000. Purchasers wanting to register an interest in apartments at The Stage should contact Tel: +44 (0)20 3770 2154 or visit www.thestageshoreditch.com