What we delivered
- Layout optimisation
- Interior design concept
- Specification
- Development branding
- Logo design
- Copy & story
- Brochure design
- Website
- Hoarding design
- Internal & external CGIs
The project
Q17 Lofts is a collection of nine spacious penthouses added to the roof of the Quant Building on Church Hill in Walthamstow — a residential block of sixty modern apartments designed for the area’s young professionals and first-time buyers, with a walnut-veneered lobby, a concierge desk, a gym and a sauna.
For Hiltongrove, a local developer established in Walthamstow over two decades ago, we optimised the layouts, developed the interior concept and specification, and produced the branding, copy and story, brochure, website, hoarding and the internal and external CGIs.
Building on a roof
A rooftop addition gives you height and light and takes away almost everything else — the plan is set by the structure beneath it, and the sections are irregular by definition. The layouts were optimised around that, with full-height glazing turned towards the townscape.
The result is apartments that read as multi-storey lofts rather than as top-floor flats.
The specification
The apartments pair British craftsmanship with contemporary kitchens — sleek cabinetry, market-leading appliances including an integrated full-height fridge-freezer, dishwasher and wine cooler — and come wired for fibre broadband with a digital video entry system.
The bathrooms are tiled in Italian porcelain, with large walk-in showers, modern sanitary ware and specially designed vanity units. Hexagonal mosaic against large-format stone, terrazzo underfoot, black brassware throughout.
The identity
Q17 is set in a solid black square with a second square rotated behind it — a loft volume and a postcode in one mark — with LOFTS letterspaced beneath. It works as a badge on a brochure corner and as a stamp on a hoarding.
The brochure spends as much time on Walthamstow as on the apartments: the Village, the William Morris Gallery, God’s Own Junkyard, the E17 Art Trail and the studios the borough is known for. Buyers at this price are buying the postcode as much as the plan.
This project was delivered under the Ademchic brand.