Hexagon Apartments

Client: BNP Paribas Real Estate
Average price psf: £2,132
Unit Mix: 51 luxury apartments
Launch: June 2019

The Hexagon Apartments are a collection of 51 luxury residences located in the heart of Covent Garden at the centre of the Seven Dials Conservation Area, in a 15 storey tower redesigned by award-winning architects Squire & Partners. The scheme offers a range of 1, 2 and 3 bedroom apartments that benefit from the connections and buzz of the West End, as well as spectacular views.

The development has recently been introduced to the market, with 15 of the 51 apartments being sold prior to the official launch. Strutt & Parker have been immersed in the project on a consultancy basis throughout the planning phases for the launch, and have provided in-depth advice to the developer on all aspects of the sales and marketing strategy including pricing, press and advertising, marketing collateral, events, and show apartment design.

Marketing initiatives thus far have included advertising in broadsheet publications including the Sunday Times and the Financial Times, a targeted ‘direct mail’ drop, targeted digital advertising, and the coordination of successful launch events. The launch initiatives have so far generated a significant number of enquiries from potential purchasers, for example from individuals looking for a pied-a-terre in an exciting, established and cultural part of the Capital.

Our strategy on this project has involved close collaboration with BNP Paribas’ global Wealth Management network, capitalising on the bank’s database of potential purchasers who are specifically seeking to invest in London property. The project team have also taken advantage of Strutt & Parker’s network of local London offices, and cultivated ties with Prime Central London’s leading buying agents, in order to lay the foundations for a successful sales rate at the building. Close coordination with the developer, joint agent, PR team and creative consultants has resulted in a cohesive approach that has so far lead to very effective coverage in the market.