Loveday Belgravia

: Westminster, London

Loveday Belgravia, a partnership between Amazon Property and Loveday & Co, sets a new benchmark for senior living in London. The 41,000 sq ft new-build care home seamlessly blends clinical excellence, including residential, nursing, memory and rehabilitation services, with first-class hospitality. Comprising 44 high-quality suites, it addresses Westminster’s critical shortage of dementia beds while offering residents a true home-from-home experience.

EPR’s architectural concept draws inspiration from the surrounding Chelsea mansion blocks, grounding the building in its context. The design softly undulates around an existing tree on-site, informing the building’s distinctive shape with curved corners and sculptural bay windows. Hand-selected bricks, including bespoke radius, long-format and precisely bonded units, create clean corners and reveals within the façade, blending harmoniously with the local vernacular. The interiors echo the building's architectural language, with soft, organic forms guiding the spatial planning, creating a sense of calm and elegance. Wellbeing and connection are central to the design. Residents enjoy a wide range of premium amenities, including a state-of-the-art gym and hydrotherapy treadmill, cocktail lounge, rooftop terrace, hair and beauty salon, art studio, landscaped garden and refined lounges on every floor. These are supported by a holistic wellness programme that promotes independence, dignity and social engagement. Sustainability is embedded throughout. The all-electric scheme features air source heat pumps, photovoltaic panels, low-VOC materials and biodiversity enhancements, putting the project on track to achieve BREEAM Excellent. Loveday Belgravia also supports local employment by sourcing goods and services from nearby trades, including butchers, wine suppliers and bakers wherever possible.