Arada has entered the London residential market with the pre-launch of 100 Avenue Road, a 172-apartment tower in Swiss Cottage, NW3, marking the UAE-headquartered developer’s first project in the British capital since acquiring London-based developer Regal in September 2025.
Construction is already under way on the building, which sits directly above Swiss Cottage Underground station and will be the tallest residential tower in the immediate area, covering Swiss Cottage, Hampstead, St John’s Wood and Belsize Park. Completion is targeted for the fourth quarter of 2028.
The location puts residents within reach of Hampstead Village, Primrose Hill and Lord’s Cricket Ground, with Jubilee line connections to the City, Canary Wharf and major academic institutions including the London School of Economics and Imperial College London. South Hampstead Overground and West Hampstead Thameslink are both within walking distance.
Homes range from approximately 422 sq ft to 957 sq ft, from studio-style apartments to three-bedroom units, each with a private balcony. Residences are offered on a 999-year leasehold and feature herringbone oak flooring, underfloor heating, bespoke porcelain fittings and kitchens finished with stone worktops and integrated appliances including wine coolers.
Amenities include a swimming pool, vitality spa, sauna, steam room, treatment room, gym, Technogym Visio Studio and Reformer Pilates studio. Residents will also have access to a private dining room, cinema, virtual golf simulator, residents’ lounge and library, and 24-hour concierge.
“There are very few opportunities left in London to buy into an address like this: an established, deeply connected neighbourhood where new development of this scale is exceptionally rare and where long-term capital preservation is as compelling as the lifestyle on offer. 100 Avenue Road is exactly the kind of development Arada was built to deliver, where design, amenity and location work together to create a genuinely unique product, and we look forward to welcoming the first residents in 2028,” Ahmed Alkhoshaibi, Group CEO of Arada said in a statement.
Arada London, the rebranded Regal business, describes itself as one of London’s leading mixed-use developers, with a pipeline of more than 17,000 homes spanning residential, student accommodation, workspace and large-scale regeneration projects.
