Great British gardens with a touch of celebrity and a Royal endorsement are behind a growing movement in the Capital that is seeing luxury buyers choose gardens over the perks typical of London's most desirable homes.
The trend, dubbed as 'Floriculture', is thought to have been inspired by the popularity of Kew Gardens, the celebrity status of the annual Chelsea Flower Show and the worldwide eco move towards sustainability and organic produce.
Leading London developer, St Edward has seen increased interest in its prestigious scheme, 375 Kensington High Street which boasts a central landscaped garden square. The team behind the development believe that modern luxury buyers are now as likely to be drawn to the scheme for its immaculate gardens and terraces, as its 24/7 Harrods concierge service.
When complete, 375 Kensington High Street will comprise more than 500 homes across 3.4 acres. Green space, including a garden square and a public linear park make up almost 30 per cent of the overall site. The gardens have been skilfully designed by landscape experts Fabrik and are inspired by the traditional London garden squares that can be seen across the Royal Borough of Kensington.
The shift comes as agents Knight Frank reveal that a home with a garden view could add up to 10 per cent to its value. In a recent report, Knight Frank showed that properties with an Eaton Square or Kensington Square postcode and a garden view outperformed similar homes close by.
Britain's love of green space and garden squares has long been part of the country's heritage. Gardening television shows, many of which peaked in the 1990s, transformed its landscapers into overnight celebrities. As space increasingly becomes a premium in a thriving city, gardens are once again highly desirable to many buyers.
Located in the Royal Borough of Kensington and Chelsea, 375 Kensington High Street is a key part of the Warwick Road masterplan - a comprehensive regeneration plan by the Royal Borough and St Edward to transform this part of the High Street into a flourishing new community. The development, along with its neighbour Kensington Row, will replace a series of unsightly commercial buildings to provide much needed new homes, a new school for the borough and a public linear park spanning the length of the development.
Its most recent phase, Benson House, comprises 91 one, two and three bedroom luxury apartments, duplexes and penthouses. 375 Kensington High Street offers residents exclusive use of a private onsite cinema, a 24 hour Harrods concierge and state of the art health and fitness suite, which includes a swimming pool, spa, massage treatment rooms and gym as well as secure parking available to purchase.