Inside an uber-chic Italian designed apartment in London's iconic Television Centre

Mid-century shapes meet super contemporary pieces in this newly refurbished, elegant penthouse apartment

Modern apartment in the BBC Television Centre’s Crescent
(Image credit: Paul Raeside)

The property  

A landmark piece of architecture, the former home of the BBC, London's Television Centre has become somewhat of a homage to iconic style and contemporary design. After its refurbishment and reopening in 2017, this iconic landmark is a smorgasbord of design-led apartments that each have their own identity. We've so far toured Bella Freud's playful 70s contribution, Waldo Works' 60s inspired rooms and now we are taking a glimpse into the three-bed, penthouse apartment designed by Italian furniture company Cassina

This stunning modern home, is part of the Architects' Series, a collection of homes designed by five British architects, each with very different styles so all the apartments have different vibes. The Cassina apartment, situated on the eight floors of the Television Centre’s Crescent was designed in collaboration with the architects of the building Allford Hall Monaghan Morris (AHMM). Let's take a tour...

Exterior of the Television Centre London

(Image credit: Paul Raeside)

Kitchen 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The apartment's layout is broken plan, with a large open plan living area at one end, the three bedrooms at the other a the kitchen running through the center. The kitchen itself is by Molteni C and Dada, very simple, very minimalist will all appliances built-in to keep the cabinetry as seamless as possible. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

A long walnut breakfast makes the most of views out over the terrace and the city beyond. The floor-to-ceiling windows bring so much light into this relatively narrow space, making it feel so much larger and lighter. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

Hallway 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

Running adjacent to the kitchen is a long gallery, with crisp white walls that are bathed in light from the series of roof lights. This hallway-like space allows for the kitchen to be closed off when necessary, so all rooms can still be accessed without having to wander through the kitchen to get from one side of the apartment to the other. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

Large doors at one end of the gallery lead out onto a second terrace again filling the narrow space with light and creating a seamless flow between the indoor rooms and outside areas. 

Dining room

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The other end of the gallery leads through a pocket sliding door into the large open planing living area. The dining room sits at one end with the curvaceous Perriand Indochine armchairs and LC6 dining table introduce a retro feel to the minimalist modern space. 

Living room

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The informal living room is at the opposite end of the space, with stunning views out of over London and Hammersmith park. The minimalist, neutral color palette is punctuated only by the muted blues and greys creating a very serene space that feels fresh, open and airy. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The space is so carefully curated and really reflects Cassina's ability to blend iconic pieces with contemporary style. Many pieces were chosen from the Cassina archives (like this LC4 Villa Church Chaise Longue) and mixed with new innovative pieces to create a space that in some way mirrors the mix of historic and modern that's so much part of the Television Centre heritage. 

Master bedroom

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

In the master bedroom, the calming blue and neutral color scheme continues with layers of soft sky blue, deep navy and grey-toned beige. The bespoke artwork that hangs above the bed brings all these colors together and gives the room a contemporary edge. An upholstered Philippe Starck bed with build-in lighting adds a luxurious touch.  

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The beige walls meet a bold yet soft teal feature wall, where a compact dressing table fits snuggly into a nook, almost blending into the wall behind. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

Guest bedrooms

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

The two guest bedrooms have an equally calming color palette with rich brown leathers and dark woods meeting contemporary shapes of the modern furniture and clean lines in the artwork. 

Modern apartment in Television Centre London

(Image credit: Paul Raeside)

A serene green third bedroom features a single bed, with a floor-to-ceiling door opening out onto the terrace. 

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

Terrace

Modern apartment in the BBC Television Centre’s Crescent

(Image credit: Paul Raeside)

There are actually three terraces in the apartment, the largest one looking inwards, over the mature communal garden that sits in the center of the crescent. 

Hebe Hatton
Hebe Hatton

Hebe is the Digital Editor of Livingetc; she has a background in lifestyle and interior journalism and a passion for renovating small spaces. You'll usually find her attempting DIY, whether it's spray painting her whole kitchen, don't try that at home, or ever changing the wallpaper in her hallway. Livingetc has been such a huge inspiration and has influenced Hebe's style since she moved into her first rental and finally had a small amount of control over the decor and now loves being able to help others make decisions when decorating their own homes. Last year she moved from renting to owning her first teeny tiny Edwardian flat in London with her whippet Willow (who yes she chose to match her interiors...) and is already on the lookout for her next project.