- Launch of Arada’s debut London product following its acquisition of Regal in 2025
- Striking contemporary building in exclusive North London neighbourhood
- Collection of 172 Manhattan, one-, two- and three-bedroom apartments will feature direct access to premium amenities with prices starting from £795,000
Arada has launched the pre-launch phase at 100 Avenue Road, a premium new residential building a stone’s throw from the leafy expanses of Regents Park and Hampstead Heath. Construction of the 172-unit apartment block is already under way, marking the UAE-headquartered master developer’s first London product following its acquisition of Regal – now Arada London – in September 2025.
100 Avenue Road offers contemporary London living at its finest, combining Arada’s innovative design and upscale lifestyle offerings from the UAE with Regal’s longstanding expertise in delivering homes across the capital.
Blending exclusivity, culture and green space, the development’s prime location represents a sanctuary from city life, whilst being minutes away from central London. Positioned directly by Swiss Cottage Underground station, Bond Street is just six minutes away, and South Hampstead Overground and West Hampstead Thameslink are both within walking distance.
Nearby hotspots include Hampstead Village, famed for its literary and artistic heritage, Primrose Hill, renowned for its panoramic city views and St John’s Wood, Belsize Park and West Hampstead with their refined selection of independent cafés, restaurants and boutiques. The area is also home to the iconic Lord’s Cricket Ground and several world-class academic institutions, suitable for professionals and families alike.
A collection of 172 private apartments range from approximately 422 sq ft to 957 sq ft, with each apartment boasting a private balcony offering sweeping views of the London skyline. The residences have been thoughtfully designed by Arada London’s award-winning in-house team, combining herringbone oak flooring throughout with underfloor heating, bespoke porcelain accessories and ambient night lighting in each bathroom. The fully equipped kitchens are finished with premium stone worktops and integrated high-end appliances, including wine coolers, washer-dryers and designer fittings throughout.
Wellness is placed at the forefront of 100 Avenue Road’s residential experience. A high-quality selection of luxury amenities includes a swimming pool with vitality spa, sauna, steam room and dedicated treatment room, as well as a fully equipped gym, Technogym Visio Studio and reformer Pilates studio. Residents will also benefit from a 24-hour concierge and dedicated front-of-house team, alongside exclusive access to a residents’ lounge and library, private dining room, cinema and virtual golf simulator.
Arada London is dedicated to delivering high-quality sustainable developments tailored for urban living across the capital. With a pipeline of more than 17,000 homes, it is one of London’s leading mixed-use developers, with expertise spanning residential, student accommodation, workspace and large-scale regeneration projects.
Operating across the full lifecycle of the asset, from development and construction through to design and asset management, Arada London is committed to delivering not just a property but a home bestowed with meaning, thoughtfully designed for contemporary city living.
Jonathan Seal, CEO of Arada London commented:
“100 Avenue Road is our first London product available for purchase as Arada London, offering 172 bespoke new apartments with a comprehensive suite of wellness and leisure facilities. Every detail of this development has been carefully considered and crafted, reflecting our design-led approach to upscale city living in one of the capital’s most sought- after neighbourhoods.”
100 Avenue Road is due to complete in Q4 2028.
Available properties
Fulton & Fifth
Manhattan style apartments – filling the gap between traditional studio flats and one bedroom apartments.
Open-plan spaces with floor-to-ceiling glass windows are a centre point of these Manhattan style apartments, allowing an abundance of natural light into your living space.
Fulton & Fifth
Three bedroom apartments that offer expansive living spaces, flooded with natural light and offering panoramic views of Wembley Park.
Entertain with ease in fully fitted kitchens featuring stone worktops and integrated appliances, and retreat. The bathrooms exude elegance with their satin brass fixtures and ceramic blue tiles, providing a tranquil retreat for relaxation.
Fulton & Fifth
Two bedroom apartments designed for modern living with each home offering spacious, open-plan living areas flooded with natural light and breathtaking views.
Fully fitted kitchens with stone worktops and integrated appliances overlook the bright and airy living spaces, while the bedrooms provide a tranquil sanctuary for rest and rejuvenation. Its elegant bathrooms feature clean lines, satin brass fixtures, and luxurious porcelain tiles.
Fulton & Fifth
One bedroom apartments designed to maximise comfort and convenience.
Featuring quality fittings and finishes, ample natural light, and stunning views across Wembley Park and beyond, these apartments have spacious, open-plan living areas ideal for entertaining or unwinding. Kitchens are fully fitted kitchens with stone worktops and integrated appliances. Bedrooms include fully integrated wardrobes for ample storage and a serene ambience.
The Haydon
Enjoy boutique city living in elegantly proportioned one bedroom apartments at The Haydon.
With impeccable attention to detail and stylish finishes throughout, each residence offers a unique blend of comfort and sophistication. Relax in the tranquil oasis of your own home, surrounded by landscaped gardens and an extensive residents’ terrace.
