Of all the changes across the West End ‘villages’, it’s Soho’s drastic transformation within just a few short decades which I find most fascinating, like time-lapse going from night to day. Whether you choose to see gentrification through the lens of adding equity to a community or stripping away character, the fact remains that Soho is fast moving into the future, distancing itself from a dodgy, though edgy, past packed with intrigue and misfits.
So we have two choices – move with the times or get left behind, ossified in previous glories. And although traces of old Soho remain, the name is now certainly a brand, packaged up and sold to consumers willing to pay – and pay well – for a piece of its alternative lifestyle…
The price-tag of this luxury delve into inner-city living? Well, I managed to get a taster of how the other half live!
Very few people I meet seem to know that there is an existing community of residents living in Soho. Approximately 4,000 (no, not including the pigeons and lost foxes) to give a rough estimate. And whilst I’ve been extremely lucky to have a humble abode in Soho for the past 18 years, I can totally understand the fantasy many people might have of the luxury associated with living in the area.
So when I spotted an opportunity to attend the first ever on-site launch event of Gallard Homes TCWR Soho, I didn’t hesitate to sign up! In fact, credit to their marketing team for opening it up so publicly, which I can only presume attracted a diversity of interest outside their usual networks; after all, you never know who has the means to afford the end. And whilst the contents of my bank account might not stretch to it, I took my ‘rich in spirit’ attitude along with confidence for a private viewing of the new development, to see what was on offer for those with a spare six zeros to invest.!
Galliard Homes TCRW Soho
Fronting the world famous Oxford Street and the northern end of Dean Street, Soho, TCRW (Tottenham Court Road West) comprises of 81 luxurious apartments across two buildings, with a choice of Studio, 1, 2 and 3 bed apartments. Though there’s no on-site parking, the brand-new Tottenham Court Road Crossrail interchange is pretty much on the doorstep, offering direct access inner-city, nationally and international via Heathrow airport.
Pricing:
Studio apartments from £1,200,000
One bedroom apartments from £1,420,000
Two bedroom apartments from £1,750,000
Three bedroom apartments from £2,300,000
5th floor penthouses are not officially on the market.
Rental returns range from £725 pw for a Studio, to £2,100 pw for a 3 Bedroom.
Both buildings offer additional penthouse floor level for the ultimate bespoke luxury living experience.
Transport Developments in Soho
Soho has undone other major developments, most notably the Capital’s £1 billion transport upgrade infrastructure with the introduction of the Crossrail, now known as Elizabeth Line, offering new services to London Heathrow Airport which will see an influx of visitors into the area to LIVE WORK & PLAY.
Does Soho have a price tag worth paying for? Share your thoughts in the comment box below!
Written by Kai Lutterodt. Pricing and development references from Galliard Homes TCRW Soho brochure. Photo credit: @the.soho.girl
Kai Lutterodt aka The Soho PR Girl is a Soho resident and the founder and editor-in-chief of My Soho Times; a hyper local PR, marketing and events agency which produces Soho’s only print lifestyle magazine. She’s nicknamed ‘the Soho PR girl’ for her ability to rarely turn down a social invite – all in the name of promoting clients. If she’s not out and about networking, you’ll find her in a downward dog position at a local hot yoga studio. IG: @the.soho.girl
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