White City is a busy multicultural neighbourhood, with homes and offices. Young professionals hang out in the area's cocktail bars, casual pubs and live music venues, such as the O2 Shepherd's Bush Empire. The gigantic Westfield London shopping centre includes chain stores, luxury boutiques and international restaurants. The colourful stalls at Shepherd's Bush Market offer fresh farm produce, take-out food, and African textiles.
Brook Green nearby is a purely residential neighbourhood, which offers a quiet environment, detached from the bustle of the centre, but very well connected thanks to the numerous tube stations and the various buses that stop here.
The rent in these areas is more affordable, unlike in more expensive areas such as Kensington or Notting Hill. A perfect area to find a balanced compromise between quality and price.
No European city is building at the same pace as London: seen from above, the British capital is a forest of cranes.
One of the most interesting urban regeneration areas is White City, where the former BBC Television Centre, built in 1960, has been converted into a mixed-use project with apartments, offices and private member’s club Soho House. The neighbourhood has three subway stations - White City, Shepherd's Bush and Wood Lane - and a new train station.
The transformation project of an area hitherto dominated by anonymous offices and warehouses is an unprecedented collaboration between public and private, an alliance between the local authority, Hammersmith & Fulham; the retail sector with Westfield, the largest shopping centre in Europe; Imperial College, which is building a new state-of-the-art university campus; and St James, which is building White City Living, a large housing development with over 2,000 new homes.
Example of developments Bruton Property specialise in:
Television Centre is the former home of the BBC reimagined as a vibrant residential and cultural destination in West London. A Soho House Members Club and Soho House Hotel are now open and thriving alongside restaurants including Endo at Rotunda, Bluebird and Kricket. Live television studios operate daily with The Jonathan Ross Show and The Graham Norton Show being filmed on site.
Key Facts
Developer: Stanhope, Mitsui Fudosan & AIMCo
Phase 1: 432 private apartments
Premium and penthouse apartments by five different British architects
Hotel and members’ club by Soho House
Lifestyle manager, 24-hour concierge and on-site management team
Residents’ lounge, cinema and meeting rooms
Private courtyard gardens
25,000 sq ft House gym operated by Soho House with 18.5m swimming pool
Hammam and spa
Basement car parking
Independent restaurants, dry cleaners, coffee shop
Completed