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Apartments in London’s Swiss Cottage to launch for sale, from GBP795,000

Ashley Lo

/ EdgeProp Singapore

June 17, 2026 2:30 PM SGT

ashley.lo@edgeprop.sg

ashley.lo@edgeprop.sg

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A rendering of 100 Avenue Road, slated for completion in 4Q2028. (Photo: Arada London)

A rendering of 100 Avenue Road, slated for completion in 4Q2028. (Photo: Arada London)

Residences at 100 Avenue Road, a new residential development in Swiss Cottage within the Northwest London neighbourhood, have been launched for sale. The launch marks UAE-based developer Arada’s first residential project in London since acquiring British developer Regal, now known as Arada London, in September 2025.

The 25-storey project will house 172 apartments, with one- to three-bedroom configurations spanning 422 to 957 sq ft. Slated for completion in 4Q2028, the apartments have a 999-year leasehold tenure, with prices expected to start from GBP795,000 ($1.37 million).

Designed by Arada London’s in-house team, each apartment will feature a private balcony, herringbone oak flooring complete with underfloor heating, as well as bespoke porcelain accessories. Fully fitted kitchens and integrated high-end appliances, including wine coolers and washer-dryers, will also be provided.

Read also: Apartments at UK developments London Dock and Sutton Garden Square to launch for sale

According to the developer, wellness is a key focus of the development. Facilities include a swimming pool with a vitality spa, sauna, steam room and dedicated treatment room, alongside a fully equipped gym, a Technogym Visio Studio and a reformer pilates studio.

Located above Swiss Cottage Underground station, residents will be able to commute to central London, as well as academic institutions such as London School of Economics, Imperial College London and King’s College London.

The development is positioned between the established neighbourhoods of Hampstead Village, Primrose Hill and St John’s Wood, placing residents within easy reach of a diverse array of retail, dining and lifestyle amenities.

“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 and residential marketing director at Arada London.

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