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Fitzroy Place


What does luxury living in the 21st century mean? Perhaps it has to be seen, or imagined, to be believed.

At the heart of London’s West End and just a short stroll from Oxford Street and Regent's Road sits Fitzroy Place, an exceptional new mixed use development from Exemplar. Situated on the site of the former Middlesex Hospital, Fitzroy Place is home to five new apartment buildings and two office buildings that sit around a beautiful landscaped square, alongside enticing retail and fine dining.

In an area steeped in cultural history, and surrounded by a thriving creative community, Fitzroy Place blends classic architecture with contemporary design, bringing an historic site up to date with neighbours Mayfair, Soho, and Regents Park.

Capturing contemporary living

In Fitzroy Place, Exemplar have imagined a space for modern London living at its best, encompassing everything from cutting edge home technology to an exclusive residents' club.

They commissioned us to create a suite of CGIs and a film that would complement the existing brand materials, and capture the essence of the apartments and penthouses for potential buyers, helping them to imagine what life might be like in this contemporary Fitzrovian village.

The Fitzrovian residential lifestyle

Our initial focus was on the residential apartments of Fitzroy Place, capturing a snapshot of life through a series of CG images.

Drawing inspiration from the Fitzrovian tradition for well proportioned homes the apartments are infused with space and light, whilst the interior design focuses on high quality, natural materials in a simple palette to create homes that are primed for individual expression.

Our images aim to capture these aspects of the development, favouring authenticity and elegant simplicity over ostentatious design.

The images were printed onto large, backlit canvases mounted within the marketing suite to inform and entice prospective tenants and investors to the Fitzrovian way of life.

The pinnacle of luxury living in central London

We then turned our attention to the prestigious Fitzroy Penthouses, which have been designed with luxury in mind to offer the ultimate 21st century city lifestyle. Key views of the penthouses capture a high level of detail, creating a sense of how the space works as a whole whilst also evoking the quality and style of the design features.

A series of intimate vignette images add an extra layer of detail to this story of lifestyle by accentuating key features of the penthouses; depth, texture, materials, quality of light, fixtures and fittings.

Technical Breakdown

The penthouse tour

The film takes the viewer on a journey through the Penthouses, allowing them to experience these rich domestic spaces in full, taking care to engage with the detail and paint a full picture of Penthouse lifestyle.

To imagine your own slice of contemporary luxury in historical Fitzrovia, you can see our film and images within the full story at and

"Fitzroy Place is Exemplar's most ambitious residential development to date, with every apartment finely crafted both in design and in execution of detail. We needed to work with a partner who could understand and interpret the design team's vision, and produce compelling content to inspire our customers to buy off-plan. The team at The Neighbourhood translated the vision perfectly into distinctive CGI's and moving image, which have been instrumental in achieving pre-sales ahead of target. I look forward to working with them again very soon".

Richard Shaw Development Director, Exemplar