101 on Cleveland

Assael Architecture

: Art-Invest Real Estate UK, Dukelease & ECE, McLaren Construction (Contractor)

101 on Cleveland replaces a run-down building in the heart of Fitzrovia with a new contextually-designed 103-home development. The design was inspired by the eclectic architectural character of the urban area with a three-building approach that responds to built rhythm and opens the site up to light permeability. The ten-storey statement building responds to the University along Clipstone Street, whilst the four-storey buildings mirror those established over the years along Cleveland Street. The dark brick takes cues from nearby weathered buildings, and accents of bronze and stone add modern interpretations of local details.

As a triangular island site bound by streets on all three sides, introducing natural surveillance was critical to improve safety for the wider community. Glazing, residential entrances and 35,000 sqft of commercial space, currently being configured by renowned designer Ted Baker, now activate the upgraded public realm, which includes new trees on all sides and public art at the building’s apex. Residential use is maximised on the upper floors, with one-, two- and three-bedroom homes, supported by an array of shared amenities at lower ground and two secluded landscaped terraces at first floor. Environmentally, with a PTAL of 6b, car parking is limited and accommodated within a re-used basement car-park, and sustainable travel is encouraged through generous on-site cycle storage and off-site car charging points. The building also meets the ambitious design targets of BREEAM Excellent, Code for Sustainable Homes (2014) Level 4, the London Plan carbon reduction targets, and the thermal performance exceeds Part L requirements.