UAE developer Arada has launched a new 999-year leasehold project in the London neighbourhood of Swiss Cottage, as part of its ambitious expansion plans in to the UK.
100 Avenue Road will add 172, 1-3 bedroom, Manhattan-inspired residences across 25 floors to the NW3 postcode in prime central London (PCL).
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100 Avenue Road is Arada’s inaugural London project following its acquisition of a 75% stake in UK-based mixed-use developer Regal in 2025, which saw it inject an initial Dh2.5 billion (£515 million) commitment into London’s property market. As a part of the acquisition, Regal has rebranded as Arada London.
Targeting international investors and backed by the credibility of a polished NW3 address, 100 Avenue has entered its pre-launch phase, with delivery slated for Q4 2028.
The luxury residential project sits on the site of a former newspaper headquarters, which Arada London is redeveloping into two separate towers.
The development will deliver one of the most significant injections of prime new homes in an area low on both development opportunities and lock-up-and-leave new homes that suit both buyer and renter profiles.
“There are very few opportunities left in London to buy into an address like this: an established, deeply connected neighbourhood where new development of this scale is rare and where long-term capital preservation is as compelling as the lifestyle on offer,” said Ahmed Alkhoshaibi, Arada’s group chief executive.
100 Avenue Road buyer profiles
The development sits at the confluence of five affluent North West London prestige areas – Regent’s Park, Primrose Hill, Belsize Park, Hampstead and St John’s Wood – capturing an overhang of investors seeking lower entry points outside of traditional prime central London (PCL) prestige postcode.
Buyer profiles at 100 Avenue Road span multiple categories, particularly appealing to high-net-worth investors seeking a turnkey secondary London base with hotel-style services and amenities attached.
When completed, 100 Avenue will be one of a handful of luxury Swiss Cottage developments attached to hotel-style services – concierge, spa, and virtual golf – in an area dominated by traditional period properties and large family homes.
Location, connectivity and developer-backed credentials will also appeal to high-net-worth buyers purchasing a London base for children who are studying in the capital, investors seeking best-in-class new homes in NW3, as well as families seeking access to top North London schools.
The project sits adjacent to an upgraded public square, moments from Swiss Cottage station, served by the Jubilee line, Hampstead Theatre and a short bus journey from Lord’s Cricket Ground and central London.
Arada has already said it plans a 30,000-home pipeline in London, acquiring sites in strategic locations across the capital.
The investor view:
The redevelopment of the former newspaper HQ serves as a litmus test for the NW3 postcode. While PCL (Prime Central London) struggles with liquidity, Arada is testing whether the ‘luxury service-led’ model, common in the UAE can successfully capture the spillover from traditional PCL buyers seeking lower entry points in Swiss Cottage.
Prices will start from £795,000 with a 999-year leasehold tenure.
