Prime designs: how the experts style London’s finest rental properties
Busy, wealthy property owners are naturally accustomed to calling on esteemed interior designers to furnish their city penthouses, beach houses and mountain retreats – as well as their private jets and yachts. But what happens when it comes to their ultra-exclusive rental properties?
There’s a whole industry geared towards designing more transient spaces – perhaps needed because of work or relocation, to bridge the gap between selling and buying, or as a revenue source – that appeal to discerning tastes and feel anything but temporary.
So what’s at the top of the list when it comes to a super-prime let in one of the world’s most in-demand rental markets, and how do London’s most in-demand visionaries cater accordingly? We spoke to the experts to uncover the deal-sealing formula for rental design success.
Choose durable, natural materials
“When designing a home for ultra-high-net-worth renters, the focus should always be on creating a space that feels both welcoming and luxurious, yet practical and durable,” explains Laura Hammett, creative director of her eponymous design studio based in Fulham in west London. “Longevity is absolutely key with materials that can withstand frequent use and cleaning – these individuals want everything in the property to look brand-new without signs of wear and tear. Think solid woods and polished stones over natural marble, which stains easily. It’s also essential to invest in quality foundational pieces, as they not only enhance the overall experience but maintain their appeal and durability for years to come.”
Philippa Thorp, founder of her namesake design studio in Chelsea, adds: “Natural materials never go out of style, either. They bring warmth, texture and a sense of authenticity to a space, connecting it to nature and aging gracefully over time.”
Embrace and reflect your location
Hammett says: “Often, clients want their ‘home away from home’ to feel different from their primary residence or place of origin. The most important thing is that the design fits the vernacular of the property and its architecture, with subtle nods to its external envelope and outside context.” Thorp adds: “People want to immerse themselves in their setting, so the rental’s design should reflect its environment and embrace the local style, be it urban, coastal, alpine or countryside.”
Function, form and finishes
“You want the rental space to have character,” Hammett adds, “but it should be adaptable to different styles. I often start with a neutral color palette to create a calm foundation. From there, I introduce layers of texture and pops of color for added interest.” She also recommends incorporating multifunctional furniture, like modular sofas and extendable tables, into the designs to better cater for changing needs and types of occupant.
Alexandr Shepel, co-founder of SHEPEL’, which designs and makes bespoke furniture, agrees: “The layout should prioritize multifunctional spaces to suit diverse tenant needs, while attention to finishing touches, such as hardware and curated accessories, enhances the property’s overall appeal.”
For Hammett, comfort is paramount: “I always prioritize sumptuous, quality beds, cozy seating and layered, ambient lighting.” Shepel believes that timeless design style comes from pairing natural palettes with hand-crafted pieces made from the finest materials. “I always advocate the ‘buy once, buy well’ philosophy for rentals as well as your own home,” she says. “While fine furniture pieces can feel like a major investment, it’s these that will travel best through the turbulence of ‘style eras’ and last a lifetime.”
Bespoke details for maximum impact
“Bespoke elements are crucial to offering a tailored approach that reflects the property’s individuality,” Hammett explains. “From custom cabinetry to premium sofas and soft furnishings, these details enhance functionality while adding a layer of exclusivity that appeals to high-end renters.”
Shepel agrees: “Ultra-high-net-worth individuals have an expectation borne of the homes they live in, including a high level of personalization. Where space is limited, such as in a metropolitan high-rise apartment, it also becomes essential to utilize what space is available efficiently, which is when bespoke storage really comes to the fore.”
Zone in on social spaces – and beautiful bathrooms
Hammett advises to think about the lifestyles of people who love to entertain: “Focus on hosting spaces, as wealthy individuals often prioritize these. Design zoned areas with sociable seating arrangements and, of course, a home bar.” She adds that bedrooms and bathrooms are equally important in creating “liveable luxury reminiscent of a high-end hotel or space.”
Philippa Thorp thinks similarly: “Invest in high-quality bathroom finishes such as good water pressure, a freestanding soaking tub, a double rain shower and heated floors.”
If in doubt, take to the stage
A select number of real estate agents working in the prime rental market look to property staging services to get clients to sign on the dotted line. “People sometimes have a hard time imagining themselves in a space when it’s unfurnished,” explains Stephanie Russo, director of super prime lettings at Chestertons, the London-based broker member of Forbes Global Properties. “We offer a staging service of different packages for prime rentals that we advise clients to consider if the property is empty or not attracting the viewings or offers we expect.”
Of the process, she adds: “We provide the interior designer with pictures of the unfurnished space, together with the floorplan – or they do a site visit – and from there they decide on the furniture and fittings that the client then rents for a number of weeks.” The style of the design flexes according to the property – modern and minimalist for a new-build versus characterful shabby-chic for a period property. One look everyone appreciates, Russo has observed, is the boutique five-star-hotel aesthetic, because that’s where this type of client stays when they travel.
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