Explore this Bella Freud-designed apartment inside the iconic Television Centre building

It's a masterclass in the 70s design aesthetic...

A vintage-chic apartment interior designed by Bella Freud in the former BBC headquarters in White City has gone on sale for £3.35 million.

Situated on the seventh and eighth floors of the iconic Television Centre’s Helios building, a circular Grade II-listed building at its heart, it was built to a design by Piercy & Company, with interiors by designer Bella Freud in collaboration with Maria Speake of interiors mecca Retrouvius.

Bella Freud apartment

Image credit: Elliot Sheppard

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A landmark piece of modern architecture, Television Centre was the home of the BBC for over fifty years, until its relocation in 2012.

This particular apartment belongs to the ‘Architects’ Series’, one of eleven duplex spaces in The Helios each individually designed by an architecture practice alongside lead architects AHMM. Five of the premium Architects’ Series have been designed by RIBA award-winning practice Piercy & Co, including this one.

Bella Freud apartment

Image credit: Elliot Sheppard

Bella Freud brings her signature, playful 70s aesthetic to the apartment, which manages to be timelessly elegant yet with fun and funky elements, like artwork by Jacob Wolff and provocative plates by Eliza Hopewell.

Bella Freud apartment

Image credit: Elliot Sheppard

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The 2,200 sqft of space is arranged over two levels with entry on the seventh floor. The three bedrooms are all situated on the lower level and have built-in wardrobes, two with en-suite bath / shower rooms. Design details include slogan throws and posters with retro references like ‘Ginsberg is God’.

Bella Freud apartment

Image credit: Elliot Sheppard

Bella Freud apartment

Image credit: Elliot Sheppard

Bella Freud apartment

Image credit: Elliot Sheppard

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The upper level is a versatile, open expanse, partially split by a long gas fire, with a utility area, and family room which could be used as a further bedroom. There is access to large terraces that are enhanced with greenery and cool artwork on display through the glass doors.

Image credit: Elliot Sheppard

Tactility and a lasting sense of solidity have informed Piercy & Company’s inspiration throughout. In the kitchen this materiality is showcased through a high wall of fluted marble, a form echoed in the walnut of the kitchen island, the bathroom walls, and on the underside of the open-tread oak staircase that joins the two floors.

Image credit: Elliot Sheppard

Image credit: Elliot Sheppard

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With the exception of the bedrooms, bathrooms and kitchen, flooring is engineered oak punctuated with solid brass thresholds.

Image credit: Elliot Sheppard

The playful design spirit with nods to the past can be seen throughout with vintage furniture, block colours of mustard and green, chevron sideboards infused with a little Studio 54 golden glam, burlap walls, rattan dining chairs, and terrazzo tiles in the snug.

Image credit: Elliot Sheppard

Image credit: Elliot Sheppard

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Television Centre is at the centre of an exciting regeneration of the area, with the opening of independent restaurants such as Kricket and the new Soho House members’ club, White City House.

Image credit: Elliot Sheppard

Also nearby is White City Place, a creative campus with restaurants, shops and museums, and the new home to RCA’s Schools of Communication, Humanities, and Architecture.

Residents of Television Centre enjoy a range of brilliantly executed amenities, including access to the Soho House gym, a private cinema, 24-hour concierge, and an excellent residents’ lounge with work and meeting spaces.

The Bella Freud Apartment is on sale via The Modern House for £3,350,000.

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