Multi-million dollar luxury apartments in London offer residents Wegovy, Botox and vitamin infusions on demand

These amenities provide added incentives as luxury property sales slow in the British capital. A recent report from LonRes found that in May, sales of properties over £5 million were down more than 20% year-on-year. It was the slowest May for sales since 2017 (excluding the pandemic year of 2020), according to the data service. Meanwhile, London mansions are enjoying discounts of up to 30%.

Although new amenities offered by developers are expected to attract buyers, consumers in this price bracket expect to find them in newly constructed homes.

“Buyers of these types of very expensive new homes are looking for more than the apartment itself,” explains Camilla Dell, founder of buying agency Black Brick. “Today, I see real estate projects which, in addition to offering superb amenities, also offer a lifestyle by allowing you to organize childcare, walk your pets and offer services like those offered by Chelsea Barracks. »

Chelsea Barracks, a new development offering two-bedroom apartments for £6.7 million ($8.4 million), has just launched a partnership with Effect Doctors, a medical concierge service. Homeowners can get GP consultations, vitamin infusions and services such as Botox and weight-loss medication delivered to their homes via the resident services app. The development also includes a new 32,749-square-foot wellness area with a 25-metre swimming pool, a business suite with private offices, a children’s playroom and an underground gym that can double as a championship tennis court.

“The focus on health and lifestyle has evolved significantly, especially post-pandemic,” says Jessica Bishop, real estate advisor at DDRE Global. “This is something developments need to consider now to remain relevant and desirable among the competition.”

By favoring the very wealthy, especially international buyers, developers must challenge hotels. “Some of the developments now absolutely offer a hotel-quality service,” says Jo Eccles, founder and managing director of purchasing agency Eccord. “They’re great for marketing, but also for persuading buyers to choose your development over someone else’s,” she says, adding that developers try to outwit each other by offering amenities. .

Hotels have also gotten into the residence game. Take the Peninsula, which opened last year in London to much fanfare. The hotel offers its five-star service to its residents, which could be one of the reasons why it sold a one-bedroom apartment for £10million. Yet developers are now offering hotel-like services in new projects that have no connection to hotel brands.

All this has a price. Service charges at Chelsea Barracks can be as high as £14.5 per square foot for an apartment, which can add more than £22,900 to the annual cost of a two-bedroom apartment in the luxury complex.

“I think buyers now expect these prime real estate projects to offer these services. But if you pay that kind of service fee, you expect something in return,” says Dell.

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Here are some of the amenities on offer in London’s most luxurious new-build developments:

Holland Park Gate

This property is a conversion of a former art deco cinema on Kensington High Street, long considered one of London’s most prestigious areas. As well as offering a wellness suite with swimming pool, steam room and sauna, developer Lodha focuses many of the amenities on families, reflecting a location close to some of London’s best prep schools. There is a domestic car to take the children to school each morning, a dedicated music room so the children can practice playing an instrument without disturbing the neighbors, a play area near the sport and a partnership with the educational consultancy firm Keystone Tutors.

A Carrington

This new development of 28 luxury apartments is designed to resemble a modern Mayfair townhouse. Directly opposite the homes will be Carrington, a new business-focused club from Robin Birley, known for his exclusive clubs 5 Hertford Street and Oswald’s. The club’s Carrington Wellness area will include a large gym, treatment room and 25-metre swimming pool. Residents will receive an initial membership to Carrington Wellness, subject to approval by a membership committee. And residents will be able to apply to become members of the club – an easy commute from their home to a member club in Mayfair.

Chelsea Barracks

This Belgravia residential development has just opened a new 32,749 sq ft health and wellness space called the Garrison Club. Residents have access to more than 30 free fitness classes each week, including strength training, high-intensity interval training, yoga and pilates. Skincare brand Wildsmith, from luxury hotel Heckfield Place, will be offering facials and massages to residents. There’s also a unique partnership with medical specialists Effect Doctors, founded by members of the Royal College of Anaesthetists: at the touch of a button on residents’ app, qualified professionals will visit apartments for private GP appointments or non-surgical cosmetic treatments like Botox or Profhilo (from £350). Weight-loss medications such as Wegovy can be made available after consultation (from £300).

Allen House

This red brick development which resembles an Edwardian mansion is located just off Kensington High Street. It will include a gym with Pelotons and one of the largest private gardens in the Kensington area. It also offers a service to wealthy customers who are fans of the famous Harrods department store. With access to a concierge service connected to the Knightsbridge store, residents can easily make reservations at Harrods’ renowned restaurants.

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