Health and wellbeing are becoming as important as location and price for home buyers in Mayfair.
How are developers meeting these needs?
As property buyers in Mayfair get younger and wealthier, they are looking for healthy, green and pleasant living spaces.
Developers have begun to incorporate leisure and wellbeing facilities into high-end, luxury new builds.
This includes swimming pools, saunas and personalised gyms.
Peter Wetherell, founder and chief executive of Mayfair-based estate agency Wetherell, says these facilities are being made available to people in the area for the first time.
“Leisure and wellness wasn’t Mayfair’s strongest point before.
“But the people buying properties today in the area are getting younger, they are wealthier, and they are inevitably a generation that is interested in health and wellbeing,” he said.
But it isn’t just about exercise. Buyers are looking for mental and emotional wellness too.
New developments are offering yoga and meditation studios, private members’ clubs and cinemas, flexible working options and spiritual gardens.
Marcus O’Brien, sales negotiator at Beauchamp Estates, says builders need to innovate to ensure they are at the cutting edge of health and wellbeing to keep residents happy.
“Developers have to maximise the sustainability and lifespan of their buildings, and wellness is now a key part of ensuring that happens, he said.
“The finer details in new developments will be focused around mental and emotional wellness; it won’t just be about keeping fit,” he added.
At Clarges Mayfair, a new development facing Piccadilly with views over Green Park, there is a 25-metre swimming pool, private spa, gym, sauna, steam and treatment rooms as well as a private cinema.
Almacantar’s Marble Arch Place, due for completion in 2020, features 54 apartments in an 18-storey tower overlooking Hyde Park.
It includes a gym, screening room and large pool.
One Hyde Park worked with the Mandarin Oriental hotel to provide all the legendary services of the hotel for residents, said Mr O’Brien.
Some of the largest landmark developments even have luxury retail areas, libraries or public artwork spaces to provide a place for peace and reflection.
Nina Coulter, director of residential development sales at Savills, said: “A new type of resident is entering the new build market, attracted to the lifestyle it provides and all the amenities it offers.
“In turn, luxury developments are constantly innovating to offer incredible services that reflect the needs of the market: club rooms, flexible working spaces, wellbeing facilities, green spaces are all high on the list.”
She referred to residents at Battersea’s Embassy Gardens who can become members of the Eg:le Club which grants access to private first-class amenities including the world’s first sky pool.
(Pictured above: Embassy Gardens)