Queen's Park Residences — interiors & branding, NW6

Queen's Park Residences kitchen with dark green cabinetry and marble-veined island, NW6 — interior design by HDEY — Kitchen — dark green against marble, with the dining table set into it

What we delivered

Layout optimisation
Interior design concept
Specification
Development branding
Copy & story
Brochure design
Website
Hoarding design
Internal CGIs
Two VR show homes

The project

Three houses and six apartments in Queen’s Park, NW6, for Luxgrove Homes. We were appointed for the interiors and for the marketing that would sell them — the development logo, the bespoke interior design, floor plan optimisation, the brochure and website with CGIs, the hoarding, and two virtual reality show homes.

A scheme of nine homes across two building types has to feel like one address, with the houses and the apartments held under the same brand. The identity and the specification were drawn to do that.

Queen’s Park Residences is one of many projects with Luxgrove Homes, alongside The Rosemont, Ivy Gardens and Montpelier Mews.

Queen's Park Residences living room with curved sofa and stone finishes, NW6 — interior design by HDEY — Living — curved, quiet, and built around the light

Queen's Park Residences bathroom in stone with a walk-in shower and timber vanity, NW6 — by HDEY — Bathroom — stone, timber, and a black frame

The detail

The specification was worked at a level of detail that buyers feel before they can name it — from the placement of every USB socket through to the kitchens and bathrooms.

The material palette is restrained and warm: stone, timber, dark green joinery and marble veining, with the same language running from the apartments through to the houses so the scheme reads as one thing.

The identity

QUEEN’S PARK RESIDENCES is set in a fine letterspaced serif in gold on a warm grey, with a drawn circle-and-line device beside it. The mark is quiet enough to sit on a floor plan, a brochure cover and a hoarding without shouting on any of them.

The brochure leads with a Charles Eames line — the details are not the details, they make the design — which is a fair statement of what the job actually was. Watercolour site plans and measured apartment schedules run alongside the CGIs, so a buyer gets the romance and the square footage in the same document.

The mark — gold on warm grey

Letterspaced, and left alone

Queen's Park Residences watercolour site plan showing the houses and gardens, NW6 — by HDEY — Site plan — drawn rather than rendered

Queen's Park Residences apartment floor plan sheet with schedule of areas, NW6 — by HDEY — And the schedule that sits underneath it

Queen's Park Residences brochure open at the Eames quotation spread, print design by HDEY — ‘The details are not the details, they make the design’

Queen's Park Residences brochure open at an interiors spread, print design by HDEY — Interiors, given the full spread

Queen's Park Residences brochure open at the plans spread, print design by HDEY — Plans — the part buyers photograph

Queen's Park Residences brochures shown as a pair, print design by HDEY — Two documents, one for each building type

Queen's Park Residences website shown on a desktop screen, web design by HDEY — Website — the drawn elevation as the hero

Queen's Park Residences website shown on tablet and phone, web design by HDEY — And the same on tablet and phone

Queen's Park Residences hoarding with the development mark, Luxgrove Homes and Ademchic credits, NW6 — by HDEY — Hoarding — on site, credited to the team that made it

Explore the VR show home

VR show home — the apartment, via Lapentor

Explore the VR show home — the house

VR show home — the house, via Lapentor

Results

Every home was reserved or sold before practical completion.

This project was delivered under the Ademchic brand.

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