Fifty One — interiors, branding & film, Ealing

Fifty One brochure cover in deep burgundy with the logotype and 51 Carlyle Road Ealing, alongside the Interiors spread, print design by HDEY — Brochure — burgundy cover, and the Interiors spread

What we delivered

Interior design
Specification
Development branding
Logo design
Copy & story
Brochure design
Website
Hoarding design
Marketing visuals
Case study film

The project

Fifty One is a collection of nine contemporary apartments on Carlyle Road in Ealing, for Luxgrove Homes. It sits on a quiet residential street a short walk from Gunnersbury Park, with Northfields on the Piccadilly line ten minutes away and Brentford, on the South Western Railway, thirteen — a W5 address that works for commuting in and getting out of the city at the end of the day.

The brochure sells it as a West London gem: green space and good schools on one side, shops and restaurants on the other. Our part was the interiors and the specification, the branding, the copy and story, the brochure, the website, the hoarding, the marketing visuals and the case study film.

The film was made as part of the Luxgrove Homes rebrand programme, alongside case studies for The Rosemont, Montpelier Mews and Ivy Gardens.

The interiors

The brief was for every flat to bring its space to life: light timber flooring running throughout, soft carpet in the bedrooms, and a modern, minimal aesthetic tied together with moments of colour in each home.

The colour is where the scheme has its character. A rust-red banquette against pale walls in the top-floor living space; a panelled headboard wall over a deep navy dado in the bedrooms, with rust in the bedlinen; terrazzo and a soft clay tile in the bathrooms, with black brassware and an arched mirror.

Fifty One bedroom with a panelled headboard wall over a navy dado, rust bedlinen and a built-in desk at the window, Ealing — interior design by HDEY — Bedroom — panelling over navy, rust as the accent

Fifty One bedroom as built, with the panelled headboard wall, a swing-arm wall light and tan linen, Ealing — The same idea, built and made up

Drawn, then built

The bathrooms are the clearest test of a specification: small rooms, hard materials, no room to fudge a junction. The visual set a terrazzo floor and shower wall against vertically stacked clay tile, with a lit niche, a dark vanity and an arched mirror between two slim wall lights.

Built, it lands as drawn — the same tile, the same niche, the same arch. The image and the room match.

Fifty One bathroom CGI with terrazzo, stacked clay tiling, a lit niche, dark vanity and arched mirror, Ealing — specification by HDEY — Bathroom — terrazzo, clay tile and an arched mirror

Fifty One bathroom as built, showing the stacked clay tiling, lit niche, dark vanity and arched mirror from the visual, Ealing — As built — the niche, the arch, the same tile

The identity

FIFTY sits small above ONE set large, and the letters are cut through with fine vertical rules and blocks of deep burgundy — a mark that reads as a number and as a pattern at the same time.

The burgundy carries the brochure cover, and the mark then scales up into the building itself: ONE painted across the wall of the communal stair, so the identity is something residents pass rather than something that stops at the printed page.

The mark — a number, drawn as a pattern

Fifty One communal stair wall with ONE painted large in black and burgundy, Ealing — wall graphics by HDEY — The stair — the mark, at building scale

Fifty One brochure open at the Interiors spread with INTERIORS set vertically beside the bedroom photography, print design by HDEY — ‘Interiors’ — set vertically, against the room

Case study film — Fifty One

Fifty One — case study film

This project was delivered under the Ademchic brand.

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