Since its founding in 43 AD, London has evolved into a global megalopolis, continually redefining luxury living and pushing boundaries in elite homebuilding.
As one of the world’s most desirable cities to live, work, and play, London faces a growing demand for luxury developments, far outpacing the limited supply of prime real estate.
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A recent tightening of planning policies in the Westminster area, including restrictions for height and square footage, has seen a rapid decline in the delivery of new homes in the Prime Central London (PCL) market.
Limited supply of new stock drives competition for the very best London homes – historically seen as a safe investment with high capital returns – in prestige postcodes such as Mayfair, Chelsea, Knightsbridge, Notting Hill, Holland Park and Kensington.
A London trophy home comes high on ultra-high-net-worth individuals’ (UHNWIs) list of priorities. Fortune Magazine listed London as the fourth city globally with most amount of billionaires and the fifth wealthiest city on the planet according to Forbes’s annual roundup.
Luxury property agent Beauchamp Estates predicts that foreign UHNWI capital from the United States and Middle East, in particular purchasers from Saudi Arabia, the United Arab Emirates and Qatar will buoy the capital’s luxury property market in 2025.
So, what’s to come for London’s high-end real estate market, where will the world’s richest be snapping up prime new homes in the capital and what do they have to offer the super-rich with a long list of non-negotiables for high-end living?
The bar for ultra-prime new homes will continue to rise in 2025 with developers’ seeking capital via complex, multifunctional buildings, cutting-edge design, stellar wellness and working amenities, checklist-friendly eco credentials and fresh-off-the-shelf smart-home technology.
The Super Prime rounds up London’s luxury new developments launching in 2025 and beyond.
100 George Street - Marylebone
Key highlights
- Developed by Native Land & Derwent London
- 41 luxury residences, including 6 penthouses
- Private terraces with skyline views
- Amenities: Concierge, fitness studio, sauna, lounge, library
Adding to the Portman Estate’s long-standing commitment to the regeneration of storied Marylebone while simultaneously upping the area’s elegance stakes is 100 George Street.
A smart collaboration between Native Land and Derwent London, the site will feature 41, 1–4-bedroom Georgian-inspired luxury residences, including six duplex penthouses and pied-à-terres designed around elevated residential experiences in one of London’s best postcodes
Several lateral residences feature flowing outdoor private terraces with front row views of the London skyline.
Luxury lifestyles extend beyond the bricks and mortar; upscale Mayfair and the open spaces of London’s beloved Royal Parks are within arm’s reach. Superb neighbourhood amenities attracting UHNWIs include Nobu Hotel Portman Square and the Chiltern Firehouse, with vibrant, boutiquey Marylebone High Street a few minutes’ walk away.
Resident amenities include 24-hour concierge and security, social spaces, fitness studio with state-of-the-art equipment, treatment room and sauna, library, residents’ lounge and meeting room.
Part of the masterplan to create a modern, inclusive Marylebone while enhancing a sense of community and creating functional spaces in which to live, work and play, 100 George Street stands on 200,000 square feet of office, retail and dining space, linked by a spectacular courtyard garden.
Location: Marylebone
Launching: Spring 2025
Prices: From £1,850,000
Hurlingham Waterfront – Putney
Key highlights
- 3.2-acre waterfront neighbourhood in Putney
- Cinematic Thames views & green rooftop terraces
- 269 high-end apartments & penthouses
- Luxury perks: Pool, spa, cinema room, pet grooming station
Completing in 2025, landmark scheme Hurlingham Waterfront will create a new 3.2-acre waterfront neighbourhood in Putney, west London offering cinematic views of Wandsworth Bridge and a buzzy stretch of the Thames in Zone 2.
Once completed, 269 high-end, 1–4-bedroom apartments and penthouses across four 11-storey buildings will centre around 39,000 square feet of resident-only, communal gardens, green corridors and rooftop terraces.
The Prime Collection apartments offer generous outdoor spaces, lush podium gardens and front row views of the Thames.
Work and wellbeing are key themes at Hurlingham Waterfront. Working from home takes on an elevated experience via a selection of high-spec workspaces and lounges.
Exercise goals and relaxation are realised via a luxury fitness centre offering a residents’ pool, sauna, steam room and state-of-the-art equipment.
The standout development throws in added lifestyle perks including a pet grooming station, car parking and generous bicycle storage and cinema room.
The home of Polo and one of London’s most exclusive private members’ clubs Hurlingham Club is a 10-minute walk away. More luxury recreational facilities are on offer at the upmarket Harbour Club.
New residents will be incredibly well-connected. The development sits in Zone 2 less than a mile from Tube, Overground and National Rail stations.
Location: Putney
Launching: Phased launch starting in 2025
Prices: From £595,000
1 Mayfair – Mayfair
Key highlights
- Ultra-prime location near Mount Street & Park Lane
- One of the last large-scale developments before size restrictions
- Exclusive residences with some spanning 16,500 sq ft
- 24-hour concierge, spa, pool, valet parking
A powerhouse of London’s top architects, interior designers and artisans have come together to create one the capital’s glitziest address – 1 Mayfair, scheduled to complete in late 2025.
Developed on the site of a former car park and hotel site moments from Mount Street and Park Lane – one of the most expensive spots on the Monopoly board – 1 Mayfair is a big deal on London’s super prime new homes circuit.
The development’s official website gives little away; digging a little deeper on the web and sadly not much more is revealed to satiate curiosity.
Presumably, you need to be invited to find out more if you’re hanging out in the right price brackets – to secure a spot at 1 Mayfair potential buyers will have to sign non-disclosure agreements according to one source.
We do know that the ultra-prime address will feature 24 apartments and five studios and staff suites.
When completed the eight-storey Portland Stone block will feature entertaining halls and lounges designed around a central garden, spa and swimming pool, with basement parking, 24-hour security, hotel-style concierge and valet parking.
The development secured planning permission before a rule came into force limiting the size of new properties in Mayfair, making it one of the last launches of new super-sized apartment blocks in central London.
Developers can no longer build residences of over 2,000 sq ft. The footprint of apartments at 1 Mayfair will be substantially larger than the limit, with some residences spanning 16,500 sq ft.
Luxury property developers Caudwell, masterminds behind 1 Mayfair, describe the residential landmark as a ‘once in a lifetime opportunity to own London’s most valuable address’.
According to the firm, ‘there will never be a residential address quite like it’, with prices expected to be some of the highest in the capital.
The project is tipped to seal Mayfair’s reputation as the world’s most expensive address.
Research from high-end agents Beauchamp Estates reveals that Mayfair was the top performing trophy address in the capital during 2024, favoured by wealthy buyers from the Middle East, America, Pakistan and India.
The luxury estate agent blamed inflated prices on low stock levels in Mayfair, especially for new, turnkey apartments favoured by many overseas buyers.
Data from UK property listings site Rightmove shows that average prices in Mayfair stood at £6,140,186 in 2024.
Location: Mayfair
Launching: Late 2025
Prices: Undisclosed / POA
One Carrington – Mayfair
Key highlights
- Boutique luxury in Mayfair’s Piccadilly Estate
- Only 28 residences, including a penthouse with 360° views
- Elegant townhouses with terraces & balconies
- Exclusive access to The Carrington private members’ club
One Carrington is the first boutique residential building to launch in the heart of Mayfair’s Piccadilly Estate – a 1.3-acre transformation of a large swathe of London’s most monied postcode.
The super prime development is part of a phased launch of a wider regeneration project to establish The Piccadilly Estate as a world class residential and lifestyle destination.
Launched at the end of 2024, a total of 28 luxury units are housed in the brick and stone-fronted building in an upgraded take on an old money Mayfair townhouse.
The mix will include 1-4-bedroom residences, as well as a penthouse with 360-degree views across London.
A landscaped courtyard will form the centrepiece, with many of the apartments offering terraces and balconies with postcard views across Mayfair, Hyde Park and beyond.
Residents of One Carrington will have access to an initial complimentary membership to the wellness facilities which can be extended subject to committee approval.
One of the glitziest USPs at One Carrington is its proximity to hotly anticipated, business-focused private members’ club The Carrington opposite – one of a handful of new private members’ club launching in London in 2025.
Masterminded by Robin Birley, founder of Mayfair’s hip 5 Hertford Street and Oswald’s, The Carrington will offer members a selection of drawing rooms, boardrooms and workspaces alongside dining options, a large wellness centre with gym, treatment rooms, sauna/steam room and a 25-metre pool.
Location: Mayfair
Launching: Late 2024
Prices: From £2.95 million for a one-bedroom apartment
SEVEN – South Bank
Key highlights
- Iconic river views: Big Ben, The London Eye, Houses of Parliament
- 5-star amenities: concierge, spa, 25m pool
- Street-level cafes, restaurants & public square
The launch of the 15-storey SEVEN in 2025 completes the redevelopment of the Shell Centre heritage site overlooking an iconic stretch of the River Thames and Jubilee Gardens.
The last of four residential buildings, Southbank Place is part of a wider masterplan to deliver dynamic new office, retail, residential and public spaces on London’s vibrant and culturally important South Bank, remodelling a large footprint next to the current Shell Building.
Offering an elevated luxury lifestyle experience, SEVEN’s 1–3-bedroom riverside apartments and super prime, double height penthouses come with front row, panoramic vistas of postcard London views – Big Ben, The Palace of Westminster and the London Eye.
Every 31st December, floor-to-ceiling windows in every apartment will offer big screen views of London’s world-famous New Year’s Eve firework displays.
Residents have access to all the five-star trimmings including a 24-hour concierge service, state-of-the-art gym and spa including a 25m pool.
The residential development is complemented via street-level cafes and restaurants and a new public square.
The project sits at the beating heart of London’s cultural offerings including the Tate Modern and National Theatre.
A new, direct pedestrian bridge linking Southbank Place with Waterloo Station will ensure excellent connectivity to both underground and overground rail networks.
Location: South Bank
Launching: TBC 2025
Prices: From £700,000
The Edit - South Bank
Key highlights
- Swiss-made V-ZUG appliances (Michelin-grade kitchens)
- Exclusive No. 9 residents’ club & wellness facilities
- Landscaped gardens designed with Royal Botanic Gardens, Kew
The Edit will provide 95, 1–3-bedroom new riverside homes in prime central London moments from the Thames on London’s vibrant and culturally-thriving South Bank.
Each home will feature luxury Swiss-made V-ZUG appliances used in Michelin-starred restaurants around the world as part of a UK-first exclusive partnership.
Designed to be home to arbiters of good taste, amenities include private residents’ club No. 9, hot and cold wellness circuit, Brass Monkey ice bath, Peloton-powered gym, five-star, 24-hour concierge service, and landscaped gardens designed in partnership with Royal Botanic Gardens, Kew.
The Edit forms part of the transformation of the Friar’s Close estate, a partnership between Mount Anvil and Riverside to deliver a mix of private and affordable homes for the Borough of Southwark.
The development is a 4-minute walk from The Tate Modern and a 6-minute walk to Southwark station.
Location: South Bank
Launching: Scheduled for 2028
Prices: From £600,000
Opus - South Bank
Key highlights
- First residential tower at Bankside Yards (UK’s first fossil-free development)
- Riverside landmark in South Bank’s cultural hub
- Luxury apartments & 4-bedroom duplex penthouses
- Part of a 5-minute neighbourhood with retail, dining & offices
Launching in Spring 2025, Opus adds to a slew of new London riverside addresses elevating an iconic and vibrant stretch of the River Thames brimming with restaurants, bars, heritage and cultural sites on the South Bank.
There are 8 new buildings, of which Opus is the first to come to market, sitting above 14 grand Victorian railway arches, completing the celebrated cultural walkway from the Royal Festival Hall to the Tate Modern.
The development will offer 1–3-bedroom lateral apartments and a collection of exclusive, 4-bedroom duplex penthouses.
Each space offers ring side views of some of the capital’s most important heritage sites, upstream and downstream river vistas and the London skyline beyond.
Moments from the Tate Modern, the 50-storey tower is the first residential building to launch at Bankside Yards – the UK’s first fossil-free mixed-use development masterminded by some of the world’s best architects.
Hailed as a major new neighbourhood, when complete the riverside masterpiece will give dynamism and renewed purpose to an unloved stretch of the South Bank.
A destination in its own right, residents, workers and visitors will be treated to full-spectrum amenities and recreational options.
New workspaces, public, cultural and events spaces will sit alongside restaurants, bars, grocery stores, retail, gyms and a medical centre.
The new 5-minute neighbourhood is moments from some of the UK’s most important cultural buildings including the Tate Modern, Shakespeare’s Globe Theatre, the Southbank Centre and the National Theatre. Rail, tube and riverboat transport links can be reached in minutes in all directions.
Adding a healthy dose of five-star glamour is the launch of the landmark 33-storey Mandarin Oriental at Bankside Yards.
Location: South Bank
Launching: Spring 2025
Prices: POA / Register your interest
One Palace Green - Kensington
Key highlights
- Historic Grade II-listed Victorian mansion redevelopment
- Overlooks Kensington Palace Gardens, UK’s most expensive street
- Private coach house, 5-star concierge, gated ultra-secure location
The redevelopment of a historic Grade II listed Victorian mega- mansion will bring to market ultra-prime apartments overlooking Kensington Palace Gardens – home to Duke and Duchess of Cambridge.
First transformed from a grand family home into private apartments in 1957, One Palace Green will feature a limited collection of elegant residences reimagined for 21st Century luxury living.
With one of London’s best addresses comes the weight of expectation with high-end apartments and outdoor spaces focusing on an elevated lifestyle experience.
Accessed via a sweeping carriage driveway, One Palace Green is a good-looking building boasting a grand facade of brick and Portland stone.
Light-drenched, lateral apartments set on lower ground, ground and four upper floors have generous ceiling heights with large footprints.
Residents have access to a private coach house with private parking, 5-star concierge, property management services and private gardens and terraces for an indoor-outdoor living experience.
One Palace Green sits on the most expensive street in the UK – the guarded and gated Kensington Palace Gardens where lavish homes cost on average £35 million, owned by billionaires, royalty, oligarchs and political dynasties.
Location: Kensington Palace Gardens
Launching: Spring 2025
Prices: POA
100 Kensington - Kensington
Key highlights
- Tallest residential tower in Kensington & Chelsea (29 storeys)
- Interiors by Conran & Partners
- 276 luxury apartments & penthouses
- Leisure plaza, gym, swimming pool, community spaces
Launching in Spring 2025 and standing at 29 storeys, 100 Kensington will take the title of tallest residential building in the Royal Borough of Kensington & Chelsea offering elevated high-rise living to the backdrop the glittering cityscape and beloved parks beyond.
Dressed by Conran and Partners, on offer are 276 1, 2 and 3-bedroom apartments and two penthouses in an exclusive new Kensington landmark.
Amenities include a landscaped plaza lined with leisure, commercial and community facilities including artisanal cafés, a state-of-the-art gym, swimming pool, and community spaces.
The development sits at the junction of Kensington, Earl’s Court, Olympia and West Kensington. Holland Park and vibrant Kensington High Street are a 15-minute walk away.
Location: Kensington
Launching: Spring/Summer 2025
Prices: From £894,999
