IS THIS THE COOLEST APARTMENT IN TOWN?

Designed by Bella Freud and Maria Speake, this apartment at the newly revamped Television Centre oozes retro style – and has Soho House White City as its local.

Collaborating with Maria Speake – co-founder of design and salvage mecca Retrouvius –British Fashion designer, Bella Freud has applied her cool-girl style to Helios 710, a three bedroom penthouse in The Helios, a circular Grade II-listed building at Television Centre, the former BBC HQ in White City.

Synonymous with West-London style, Bella Freud’s covetable clothing is informed by a passion for music, art and cinema, and the beguiling irreverence of rock ’n’ roll glamour and it’s these influences that form the foundation of the scheme.

For Helios 710, the design duo have created an interior that echoes influences dear to Bella’s heart, with art and objects that share cultural references and a nod to the fashion she is celebrated for.

Vibrant blocks of colour – angelica green, lipstick red and marigold used on the floor and walls – act as a dynamic backdrop for objects and occupants alike.

The apartment has been furnished with vintage pieces, alongside special-edition rugs featured as carpets and wall hangings.

The rugs are inspired by the text on Bella Freud’s signature sweaters and are made in collaboration with The Rug Company.

Artworks include photographs from Lorena Lohr, sexy, colourful and subversive plates by Eliza Hopewell, and op-art prints by Jacob Wolff. All are available to order.

Sited over two floors, which are accessed by a stunning cantilevered staircase, the apartment boasts huge windows to the east and west and views of the London skyline beyond the refurbished Helios statue in the Television Centre courtyard.

Maria Speake has collaborated with Bella on two successive London homes, as well as her flagship store on Chiltern Street.

As with Bella’s West London home, Helios 710 has been imagined by the duo as if the designer and her family were living there, creating private as well as social spaces – including a cosy snug on the upper level (shown above) and a chic study (below) – with rooms that are flexible and ready to adapt to the needs of its (extremely lucky) owner-to-be.

It’s been said that money can’t buy style, but now we’re not so sure..

On sale for £3,925,000

Daily Style Fix