Harrods’ first ever property pop-up shop at its Knightsbridge location uses state-of-the-art technology to give visitors a virtual tour of loft-style apartments
Harrods has taken a detour from their usual offerings to become the first department store to sell property. Until the end of January, the famous Knightsbridge store will feature a pop-up shop in windows 3, 4, 5 and 6 on the Brompton Road showcasing the landmark residential and hotel development Manhattan Loft Gardens, which will be located on the 2012 Olympics site as part of the £9bn regeneration of Stratford City.
It is the latest project from Manhattan Loft Corporation, the developer behind the internationally acclaimed restoration of the St-Pancras Renaissance Hotel and the more recent phenomenon, the Chiltern Firehouse. Visitors to the store will be able to ‘view’ a selection of apartments and lofts for sale via a virtual tour using the Oculus headset software. The 42-storey double-catilevered tower represents a new chapter in vertical living, being the first building to offer loft-style living in a high-rise, and featuring expansive living spaces, double-height ceilings, three sky gardens, a 145-room hotel and 24-hour concierge.
Residents will also benefit from the variety of leisure, shopping and entertainment in Stratford including the 200 acre Queen Elizabeth Olympic Park, Westfield Shopping Centre and excellent transport links into central London. From 2018, the development will benefit from Crossrail with journey times of seven minutes to the City, 13 minutes to the West End and 43 minutes to Heathrow.
Shirley Humphrey, Director at Harrods Estates commented, ‘We are delighted to open our unique pop-up shop in the store, where we will be showcasing the most luxurious and finest properties in London to our target market of international and UK investors, and property owners. This is only possible because of the unrivalled offering and position that Harrods Estates enjoys as part of the Harrods Group and demonstrates the bespoke service that we provide to each of our clients, which stretches far beyond the typical estate agents role.
‘The pop up shop will be open during store opening hours and presents the perfect opportunity for those interested in buying or renting a London home to ask the dedicated and highly experienced team any questions or enquiries they may have.’
‘We are delighted to be collaborating with Harrods Estates within the iconic Harrods department store,” said Harry Handelsman, CEO of Manhattan Loft Corporation commented. “There is no better window in London in which to showcase Manhattan Loft Gardens and no better way to underscore the quality of our development.’
Manhattan Loft Gardens is due to complete in 2018, with one and two-bedroom apartments from £615,000.
Words by Karen Tait