Luxury Property in London: “Style is dictated by the buyers, not the locals”

In our latest guest post, Sebastian Gibson sheds light on the intriguing tastes of affluent clients buying luxury property in London, and how style in London is dictated by those who do the buying, not the locals.

There’s nothing new in the development of aesthetics; it’s as old as the story of art and reflects the time, period and mood of a nation - a continent even. The solidity and architectural grandeur of Victorian Britain mirrored a nation at its colonial peak controlling more than a third of the globe.

Art has evolved always; from Giotto’s discovery of perspective and the birth of the Renaissance to conceptual art that dominates today and the shock of the new that’s left us little left to be shocked by – in any of the arts. Yet within each century and each country there were subtle changes and shifts that correlated to the sensibilities of the people, the fashions of the time, the influence of the taste makers and the demands of the wealthy.

Photo credit: Adelto

On a smaller canvas, the style that has sold London properties in the last thirty years has morphed and adapted. The 80s were dominated by floral prints, chintz and the English country house look of Colefax and Fowler; this led to the minimalism of the 90s, layers of beige on beige, off-white blending almost imperceptibly with shades-of-white – in a way a reaction to the over-decoration of the 80s. And the 2000s saw a new look – one that was sleek and modern, combining the wizardry of technology with darker colours, imported materials and a benediction of wealth. This look confirmed itself internationally - from Russia to London, Monaco to New York - and spoke to a new breed of global super wealthies who required roofs over their heads across continents and preferred a consistent aesthetic. It’s what I call the Four Seasons brand – design that is comfortably luxuriant, crafted to the country of origin but still blandly universal.

Photo credit: Adelto

So what sells now? Taste in London is dictated by those who do the buying; and they’re not locals. Russians prefer white stucco fronted buildings with high ceilings opulently decorated with rich materials; Gulf Arabs demand air conditioning (desert heat never far from their minds) and insist on Belgravia and Knightsbridge not wanting to be beyond walking distance from Harrods or Harvey Nichols; Asian nationals like to take over apartment blocks en masse, with southerly views; Indians require separate staff areas and a clear division between the kitchen and entertaining area but are more flexible on area – overlooking the Park is always a plus but they are price sensitive. Chinese can be determined by Feng Shui, no flats or houses on junctions and positively no Number 4s in any part of the address. The European and North Americans tend to favour cleaner looks, light and open, with the predominant family kitchen being at the heart of the house. Stereotypes? Absolutely. But ingrained on the psyches of property developers is where their house is and for which market and you can be sure that the Belgravia flat will have a different palette from the Kensington house though only a fifteen minute walk apart. It’s all in the nuances of knowing your market and catering to their particular shade of grey.

Sebastian Gibson is a leading Buyer’s Agent in London, his company, FG Consultants, offers bespoke property search services and covers areas such as Belgravia, Knightsbridge, Mayfair, Notting Hill and St John’s Wood. Sebastian has previously written for the Financial Times and has recently been featured in The Telegraph.