After working for the superyacht brokerage house, Burgess and being responsible for coordinating the press fleet for Volkswagen and Audi, Amy joined Northacre in 2017. Since then, she’s been utilising her 15 years of experience and expert insights in luxury marketing to help create the PR and marketing initiatives at Northacre.

In this Q&A, Amy discusses how Northacre shifted its marketing strategies in the midst of the pandemic and whether these changes will still be apparent as normality begins to resume. Amy also shares her thoughts on the future of marketing within the luxury property sphere and whether the events of the pandemic will impact her approach moving forward.

How has the pandemic accelerated changes to marketing PCL properties?

We had to shift quite quickly to a marketing strategy that focussed on digital tactics to generate enquiries. This was largely supported by social media which has always had an important role in the strategy, even prior to the pandemic.

We were mindful of our tone of voice across our channels and as such we opted for a soft ‘we are here’ approach. After all, for many of us, this was our first experience of a global pandemic and such a hugely uncertain time for all. Overall, we have seen though that our clients still prefer to visit our sites in person for viewings where possible and of course we have taken extra measures to ensure our visitors feel safe.

What aspects of digital marketing do you think have improved because of the pandemic? What’s here to stay? And what will you be pleased to see the end of?

I will be pleased to see the level of video calls level off. Of course, they have been absolutely vital over the last 12-15 months and in some ways, it’s made us feel closer to our network, especially to those who previously you were only speaking to over the phone.

However, I think we are all feeling the zoom fatigue set in now and are craving face-to-face meetings. Content driven marketing is vital for storytelling and ultimately storytelling helps our clients get an emotional connection to our projects.

How have responses to marketing changed in the last year?

Our prospects and clients have been notably more focussed, perhaps related to travel downtime and lockdown restrictions.

What are your thoughts on print advertising and editorial, since so many people now consume news online?  

We have always found print advertising and editorial a vital part of our campaigns. Nothing quite beats reading an oversized glossy over a coffee at the weekend and I don’t think this experience will ever be replaced by online offerings entirely. 

What do you think is next for the future of marketing in the luxury property sphere? 

I think that we will see traditional marketing techniques – events, partnerships, face- to -face networking all come to the forefront again – people are desperate to get out and about.

My new year’s resolution for 2020 was to embrace a quieter life and not pack my diary every night of the week. Fast forward 18 months, that resolution has been tried and tested more than I thought possible and firmly put to the wayside.

It is with great excitement that I look at my calendar to see reservations for all my favourite restaurants with friends, family and colleagues. London has truly embraced Alfresco dining; the streets are a-buzz with people and it is a true joy to see. However, the British weather has not always been on side. Whilst I hope that the streets will stay alive with festivities, it is a relief to plan a dinner out without thinking I’ll have to wear my après ski attire.

Although we have not been able to see our team and partners face-to-face, I am incredibly proud of how we have all adapted and reacted to the changing landscape that the pandemic presented. For further insights on this, our Head of Brand, Amy Wardell, reflects on the long-term impacts of the last year, and how it will shape our marketing strategy for Prime Central London property for good.

I am also delighted to share with you that we are collaborating with Natalia Miyar atelier once again, championing her original and vibrant flair to create a truly unique show apartment for us at The Broadway. Natalia shares our vision for multi-functional homes that allow for entertaining alongside more discreet cocooned spaces – little did we know how relevant those elements would be today. Whilst many have enjoyed the spaces Natalia has created for us remotely, we are incredibly excited to be able to welcome more and more of you to visit in person.

CEO Niccolò Barattieri di San Pietro

With warm weather approaching and the natural world looking its best, there is no better time to enjoy some art outside. Whether monumental masterpieces set in grand wilderness or contemporary installation along the Thames, there is comfort in experiencing art in the great outdoors – and a great alternative as we wait for our favourite galleries and museums to open their doors. Here are a few amazing places to see art outdoors in Britain this Spring.

HENRY MOORE STUDIOS AND GARDENS, HERTFORDSHIRE

Times of crisis, just like this one, have always precipitated the movement of people – artists in particular – away from the cities and back to nature. During World War II, when Henry Moore’s Hampstead flat was bomb-damaged in the Blitz, he and his wife Irina moved out of London to a farmhouse in Hertfordshire. They never left. Hoglands became their lifelong home where Moore worked, inspired by his surroundings, the forms and motifs of the natural world appearing in the organic curves of his work. He and Irina also shaped the landscapes of their 70-acre estate. Today, these fields and gardens are, as Moore intended, the fitting outdoor showcase for more than 20 of his monumental sculptures – the green of the trees as a backdrop, bronze figures silhouetted against the sky. In May 2021, the studios and gallery will open again with Edmund de Waal’s This Living Hand exhibition.

henry-moore.org

YORKSHIRE SCULPTURE PARK

The 18th-century follies, lawns and soul-stirringly lovely parkland of Bretton Hall is home to Britain’s original and largest art park. The Yorkshire Sculpture Park is, in essence, an outdoor gallery, with changing exhibitions as well as permanent works such as the James Turrell-reimagined deer shelter, an extensive collection of Henry Moore bronzes, and sculptures by Barbara Hepworth and Andy Goldsworthy – altogether around 100 works. Also showing in 2021 is a series of amazing large-scale installations by Joana Vasconcelos – including a vibrant, light-up rooster, a curving wall of rococo mirrors, and a lace-like wrought-iron teapot, along with oversized bronze figures by Damien Hirst and Thomas J Price. 

ysp.org.uk

THE LINE, EAST LONDON

Weaving around the waterways of East London, from Stratford’s Olympic Park down to the Docklands and North Greenwich, The Line is a walking route via a series of contemporary artworks by British-based artists. The pieces speak to and are inspired by their surroundings, most of them site-specific and many on a grand scale. Anish Kapoor’s red rollercoaster of a tower. Antony Gormley’s steel Quantum Cloud, floating almost 100ft above the Thames. Richard Wilson’s cross-section of a sand dredger, A Slice of Reality, which sits on the riverbed and has an industrial, rust-bitten beauty. There’s humour and irreverence, as well as serious statements about our fragile environment and the colonial history of the London Docklands, explored in audio works by British-Ghanaian artist Larry Achiampong on the Emirates Air Line cable car, which flies The Line walkers across the river.

the-line.org

JUPITER ARTLAND, EDINBURGH

Jupiter Artland is an experiential sculpture park. The 100-acre grounds of Bonnington House outside Edinburgh is an offbeat wonderland of odd-angled greens, surreal topiary and splashy surprises that play tricks on both the mind and the eye while asking you to look differently at the world – just as contemporary art should. Founders and collectors Nicky and Robert Wilson have more than 30 permanent works here and hold temporary exhibitions too. In Jim Lambie’s A Forest, mirrored tiles reflect back the woodland, peeling away to reveal paintbox layers beneath. Phyllida Barlow’s tree-like structures in industrial concrete and steel both echo and clash with the surrounding landscape. Cornelia Parker’s giant shotgun leans disconcertingly against a tree. On Saturday 8 May 2021, Rachel Maclean unveils her permanent commission, upside mimi ᴉɯᴉɯ uʍop (Upside Down Mimi), an apparently abandoned toy shop, alongside an exhibition of her work running until Sunday 18 July 2021. Shortly after, in August 2021, the park will host an unmissable art and music festival, Jupiter Rising.

jupiterartland.org

We chose to use Italian marble at No. 1 Palace Street because of its deep heritage and history, as well as the luxurious class it brings. From its infamous quarry in Carrara, Tuscany – the same source of marble that was carved for the palaces of Ancient Rome – we thought it only fitting that white marble should bedeck No. 1 Palace Street. 

As Jan Trbizan, Design and Technical Director at Northacre explains, the marble is meticulously handpicked to exude elegance in the apartments at No. 1 Palace Street. With an architectural career that has taken him across Europe, South America and to UAE, Jan’s passion for marble is what brings this timeless, absolute beauty to No. 1 Palace Street. 

To learn more about the marble journey from an Italian quarry to No. 1 Palace Street, we have created a preview for your enjoyment.

To register for a private viewing of No. 1 Palace Street, please get in touch.

Oliver Gibson, Director of Residential Development & Investment at JLL, shares his outlook for the Prime Central London Property market in 2021, his thoughts on why London remains one of the world’s most desirable cities to invest and live, and a few insights into our current developments – No. 1 Palace Street & The Broadway.

Can you give us an update on the Prime Central London property market?

We are predicting a significant uplift in transactions and prices in the second half of 2021 as we return to normality. Prime Central London is predicted to experience market growth of 19.5% between 2021-2025. Together with £ Sterling currency projections, purchasers have a real opportunity in 2021.

We already know that there is pent up demand in the system, illustrated by the number of enquiries we have received for No. 1 Palace Street and The Broadway. With a return to market growth predicted for 2022, coupled with low interest rates and global inflation in the medium term, 2021 will likely prove to be an exceptional year for investing in the Prime Central London market.

To learn more about the Prime Central London Property Market, Click HERE to watch Niccolò’s market outlook for the year.

Which buyer nationalities are most prominent in PCL at the current time? 

There continues to be a wide range of interest from the international market, most prominently the US, Europe, and Asia, notably Hong Kong and China. We are also experiencing a resurgence of serious enquiries from the Middle East.

What are the biggest differences in terms of what people are looking for from their home today compared to this time last year? 

COVID-19 has naturally brought about a change in purchaser requirements, with a new focus on outdoor space and generous living spaces that cater for working from home, both of which No. 1 Palace Street and The Broadway offer. 

In addition, residents at No. 1 Palace Street have the benefit of a 6,000 sq ft private garden, as well as being on the doorstep of two Royal Parks – The Green Park and St James’s Park.

At The Broadway, residents will have the use of two private 4^th floor roof gardens, while also being adjacent to St James’s Park. Select apartments also have incredible roof terraces.

What are the views like from the apartments at No. 1 Palace Street & The Broadway? 

Residents in the Buckingham Gate side of No. 1 Palace Street will enjoy the once in a lifetime opportunity of views towards Buckingham Palace and gardens. Meanwhile residents in the Beaux Arts elevation will have far reaching views towards the city and beyond. 

The Broadway has some of the very best views in London, towering over the landmarks of Westminster Abbey, Big Ben and the London Eye. West-facing apartments look towards Buckingham Palace, while St James’s Park is adjacent to the north.

What facilities and services are available to residents at No. 1 Palace Street & The Broadway?

The 20-metre swimming pool and residents’ gym at No. 1 Palace Street both have great natural light. There is also a cinema, library, entertaining space, and other facilities in the spa/wellness centre. 24-hour concierge and valet parking is available to all residents.

The Broadway has 24-hour concierge plus a 25-metre swimming pool and fully equipped gym, in addition to a cinema room and games room.

How do you think the pandemic will shape the way we live going forward? 

Health and wellbeing as well as high levels of service have been a priority for some years and are now more important than ever. 

To register for a private viewing of No. 1 Palace Street or The Broadway, please get in touch with one of our team.

As the days grow longer and brighter, I write again, full of optimism and hope for a return to some form of ‘normal’. Despite the challenges we have encountered across our business and the impact of another lockdown, I am proud to report that, alongside our partners, Northacre have weathered the storm. Both our developments, The Broadway, and No. 1 Palace Street, have progressed successfully against much adversity. 

The striking facades of the six towers that stand tall at The Broadway are now visible and are simply magnificent. From our first visit to the site we were struck by the views across London’s monuments from every vista. Squire & Partners’ modern Art Deco interpretation of this development is encapsulated by these enormous diamonds, shining a light on some of the capital’s most magnificent buildings.

At No. 1 Palace Street, seeing really is believing. The development, now only months away from completion, is emerging in all its glory. Two show apartments are now complete and are available for viewings, adhering to the latest COVID-19 guidelines. Upon visiting, I was lucky enough to sneak a glimpse of the penthouses, which will be available to view later this spring. Time and time again, I am struck by the outstanding engineering that has gone into the restoration. Each of the five architectural styles has been sympathetically revitalised, together creating a masterpiece of architecture through the ages.

There is much to anticipate over the coming months, and I look forward to welcoming many of you to London, and our sites, very soon. 

CEO Niccolò Barattieri di San Pietro

Located in the heart of London and overlooking Buckingham Palace, No.1 Palace Street provides a range of generously proportioned private residences. By seamlessly combining five wonderfully unique architectural styles, each apartment is distinct in design, making for the perfect city abode.

No.1 Palace Street has recently launched two new show apartments and Northacre has the pleasure of inviting you to book a virtual viewing.

The Contemporary Show Apartment

This luxurious two-bedroom apartment has been expertly crafted by a Conde Nast, House & Garden Magazine top 100 designer, Natalia Miyar. The result: a home with contemporary style that seamlessly blends glamour and comfort throughout.

The property boasts two ensuite bedrooms, a spacious entrance lobby and an open plan living and dining area. Take a look for yourself by clicking here.

The Renaissance Show Apartment 

This stunning apartment is located in the French Renaissance segment of No.1 Palace Street and has a unique style inspired by this iconic heritage.

From the kitchen to the spacious living and dining area, the lateral nature of this two-bedroom ensuite apartment ensures it’s beautifully light and airy throughout, with stunning views of Buckingham Palace Gardens. For a glimpse inside click here.

To book your virtual viewing of the Contemporary or Renaissance Show Apartment, contact us here.

We look forward to welcoming you back for face-to-face viewings once restrictions have lifted, but until then, the Northacre team is available to answer any questions you might have and to guide you through each property virtually.

Oliver Gibson, Director of Residential Development & Investment at JLL, shares his outlook for the Prime Central London Property market in 2021 and why London remains one of the world’s most desirable cities to invest and live. 

Can you give us an update on the PCL property market, what’s the outlook for 2021? 

Activity in the market is likely to remain low-key until mid-2021 whilst we navigate government guidelines during the pandemic. However, we are predicting a significant uplift in transactions and prices in the second half of 2021 as we return to normality. 

We already know that there is pent up demand in the system, illustrated by the number of enquiries we have received for No.1 Palace Street and The Broadway. With a return to market growth predicted from 2022, coupled with low interest rates and global inflation in the medium term, 2021 will likely prove to be an exceptional opportunity to invest in the prime central London market.

How have buyers reacted to the news of a vaccine?

The vaccine roll out programme in the UK is well underway, so thankfully, we can expect an easing of travel restrictions in the near future. Potential purchasers who have expressed serious interest in particular apartments have relied on the use of CGIs, video tours and virtual viewings. We look forward to carrying out physical viewings as soon as possible

With international travel on hold until at least the spring, are you still seeing interest from buyers overseas?

Enquiries from overseas have been strong in recent months. This can be attributed to purchasers taking stock of their living arrangements and investments, deciding to push ahead with a London property purchase.

Which buyer nationalities are most prominent in PCL at the current time? 

There is a wide range as usual, but we continue to see a strong interest from the US, Europe and Asia, notably Hong Kong and China, while also experiencing a resurgence of serious enquiries from the Middle East.

What have been the biggest changes in terms of what people are looking for from their home today compared to this time last year? 

Covid has naturally brought about a change in purchaser requirements, with a new focus on outside space and generous living spaces which cater for working from home, both of which No.1 Palace Street and The Broadway offer.

How do you think the pandemic will shape how we live going forward? 

Health & wellbeing and high levels of service have been a priority for some years and are now even more important. 

Out of necessity, technology has played a huge role in the marketing and selling of properties in 2020; which innovations & methods do you foresee having a lasting impact beyond the pandemic? 

Virtual viewings, video tours and immersive technology which illustrate the views from windows in properties are all here to stay. They are incredibly efficient tools, helping potential purchasers build their shortlists of properties in advance of making physical inspections.

As the vaccination roll out gains momentum, it’s provided us all with a much needed glimmer of hope. The pandemic has been one of the biggest challenges to our health and wellbeing in recent times. However, with adversity comes opportunity. Last year gave us time to reflect and pause and despite its ups and downs, there are a number of positives from 2020 that will continue to shape the way we live and work for years to come.

As an Italian who has made London my home, one of the positives has been seeing the capital embracing the Parisian style café culture. It is a joy to see the streets bustling with life and I hope it’s something we see a lot more of in the not-so-distant future.

Many have predicted the end of urbanisation and the office, but I disagree. Like London, the office will continue to evolve to meet the changing needs of our society. More space will be dedicated to collaboration and offices will become hubs once more for teamwork and learning – moving away from admin centres. London continues to be one of the best cities in the world, but how we live in it might change.

At Northacre, we have remained true to our founding design principles of formal space and have long been advocates of ‘the door’. Our developments, No. 1 Palace Street and The Broadway offer flexible formal spaces, a trend I expect we will see more of as we re-evaluate how we live.

I am hopeful the vaccine will bring a most welcome return to human interaction. From day-to-day meetings with colleagues in our offices to welcoming clients into our developments and holidaying with loved ones – there is much to look forward to.

CEO Niccolò Barattieri di San Pietro

CLICK HERE to watch Niccolò’s 2021 Prime Central London property market update & outlook for the new year.