What we delivered
- Interior design
- Spatial planning
- Design concept
- Specification
- VR show home
- Development branding
- Brochure design
The project
Belmont Property came to us with a development that already had strong foundations. Nine three-bedroom family homes in New Eltham, designed by Tony Fretton and delivered by Purcell Architects, conceived for affluent families seeking craft and longevity over volume new-build.
The architecture was considered — façades in Portland stone sourced from Dorset, so the development ages gracefully alongside its landscaped surroundings. What Belmont needed was a design partner working at the same level, who could carry that quality from spatial planning through to branding.
The ambition was homes with soul: interiors that feel classical and eclectic, as though they had been there for years. In a market dominated by identikit new-builds, the houses had to feel like something you would choose to live in.
Spatial planning and specification
We began with spatial planning and floor plan optimisation. As part of that we modelled three versions of the ground floor in 3D, so Belmont could walk each one and choose: one with a separate kitchen, one fully open-plan, and one flexible enough to close the kitchen off from the living space. The flexible arrangement won.
First-floor bedrooms and bathrooms follow a conventional arrangement, with the primary suite and a private rooftop terrace on the second floor to maximise light and create a retreat from family life below.
The specification concentrates spend on what buyers see and use daily — kitchens, bathrooms, flooring, hardware — chosen for how they perform over time.
From interior design to branded development
The specification supports daily life as well as first impressions. An Avande SELECT smart home portal gives buyers control over audio, lighting, cinema, security and joinery — including built-in wardrobes for secondary bedrooms — so each household can customise from move-in.
The development takes its name from Joseph Thomas Chapman, a figure in New Eltham’s history who lived a short distance from the site — a fitting reference for a scheme with interiors designed to feel equally grounded. We designed the property branding and sales brochure alongside the interiors, so the marketing and the homes share a narrative and a material language.
Chapman Collection launches in Summer 2026.
Explore the VR show home
This project was delivered under the Ademchic brand.