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What London's super rich are looking for in a home
London has long been an attractive location for the world’s most wealthy, whether it’s where they’re permanently based or have a second home.
This demographic includes CEOs, tech entrepreneurs, financiers, celebrities and foreign royals, all attracted by the prestige of owning a London home, as well as the city’s culture, political stability, safety and, of course, the investment potential.
“Overseas buyers account for around a third of prime central London buyers,” says Jo Eccles, founder and managing director of London buying agency, Eccord.
“Whilst in the past there have been periods where particular nationalities have dominated, in recent years, it has been more balanced and we’re seeing strong demand from Asia, the Middle East, Australia, Europe and the US.
"Americans have been very prominent in London over the last 12 -24 months, and their presence is expected to grow further in 2025 following Trump’s win.”
We spoke to several property experts about what’s high on the wish list of their ultra high net worth individual (UHNWI) clients and it makes for interesting reading.
What the super rich look for in a London home
1.Ultra wellness
The biggest shift in what the super rich in London are looking for has come in the fitness and wellness space. “Big money buyers used to be happy with a nice gym and a pool but now you have vast, sprawling leisure complexes with massive spas, state-of-the-art meeting rooms and absurdly indulgent spaces,” says Roarie Scarisbrick, partner at buying agent Property Vision.
“The spas at London's swankiest property developments are incredible and fully staffed with professionals ready to pamper you 24 hours a day.”
He flags the latest phase of Chelsea Barracks as a great example of this. “[It has] an underground, multi-purpose sports pitch. The lines are lit under the surface, and, with a flick of a switch, they can make it a football pitch, basketball court or tennis court. I have not yet seen anyone build a padel court, but this is only a matter of time.”
The rich and famous have long been attracted to London. ·Starcevic via Getty Images
Those with high-intensity jobs often have high-intensity fitness regimes and this is being reflected in their homes. “Ultra-fitness and life longevity is a big trend right now, including triathlons, Ironmans and Hyrox fitness racing, and this filters into the lifestyle and property requirements of some of our clients, particularly those working in hedge funds,” adds Eccles.
“One of our hedge fund clients who we acquired a £10m property for in St Johns Wood, is in the process of finalising plans for the creation of a state-of-the-art 2,000sqft basement fitness suite, including a full-sized pool, gym, sauna and cryo room – as part of a full refurbishment – which is expected to cost around £3m. He’s completely unphased about devoting a third of the entire square footage of his home to his personal health and wellness.”
2.Security
While London compares favourably to other global cities in terms of safety, security is still high up the agenda for many UHNWIs.
“Security remains paramount, particularly for high profile businesspeople, foreign politicians and celebrities,” says Robin Edwards, property buying agent at Curetons. He flags that, in response to this, his clients are increasingly looking for “features such as panic rooms, drone-detection systems and discreet, high-resolution CCTV surveillance setups” in their homes.
3. Statement entertaining spaces
Entertaining is also a priority for the super-rich. While they like to ensure their homes are up to the task of hosting many guests, Eccles flags that age is a key factor in what her clients want from their social spaces.
“Buyers who are 50+ are more likely to want space for formal entertaining, with large dining rooms and separate chef’s kitchens away from the main family kitchen. In comparison, younger buyers tend to be more casual and want informal open plan entertaining spaces but are keen to impress with an incredible bespoke wine room or a creche designed by a family members club.”
4.Hi-tech dressing rooms
Spacious dressing rooms have long been a must-have when it comes to the master suite and even guest suites but now, they’re going hi-tech.
“Dressing rooms are becoming more sophisticated and we’ve seen temperature-controlled rooms for furs, internal separate, high-value rooms for jewellery and ultra expensive handbags, refrigerated make-up storage and, in some houses, they will have almost a commercial-grade utility room with built-in dry cleaning and steaming facilities,” says Eccles.
5. Peace and quiet
Zoom calls, mobile phones and the internet have all blurred the lines between work and home and the super-rich are looking to re-establish this link with their choice of property. “We’ve seen peace and quiet rise up the wish list recently, as the idea of the home as a sanctuary from modern life becomes increasingly prevalent,” says Eccles.
The culture, education and rich history of London is a big draw for many of the international super rich. ·benedek via Getty Images
“As well as avoiding outdoor noise, such as planes and traffic, people really value the creation of digital-free spaces within their homes where they can escape and switch off. For one client currently refurbishing their property, this space is taking the form of a small library where the husband can read uninterrupted while his wife does jigsaw puzzles. In some cases, we have seen specifications for wi-fi-disabled rooms for families to create device-free zones.”
Garden squares have always been a popular choice but this desire to find some peace in a busy city has only added to their attraction. “Garden squares hold enduring appeal, with desirable addresses including Eaton Square, Cadogan Square and Cadogan Place,” says Merlin Dormer, partner at Heaton & Partners. “These all have great views and access to green space, both priorities for many of London’s super rich.”
6. Sustainability
The environment and sustainability have switched from nice extras to necessities for many super-rich buyers. As well as energy-efficient homes, buyers expect sustainability in the design of their interiors, including doors, kitchens and cupboards.
“Sustainability is no longer optional,” says Chris Dietz, of Leading Real Estate Companies of the World. “Buyers seek eco-conscious designs, incorporating smart home technology, renewable energy, and efficient insulation. Interiors must balance elegance and functionality, often showcasing bespoke craftsmanship and rare materials.”
7. Cultural proximity
The culture, education and rich history of London is a big draw for many of the international super rich. “Prestigious public schools like Eton and Harrow, amazing universities like Imperial and LSE, luxury shopping in Mayfair and Knightsbridge, fine dining and iconic landmarks like Big Ben and the Houses of Parliament, Tower Bridge and Buckingham Palace make London irresistible to affluent property buyers,” says Edwards.
It’s therefore not a surprise that many UHNWIs want to have a home that’s close to these cultural landmarks or – even better – that they can be seen out of their windows. “Global buyers, particularly from the Middle East, Asia and the United States, are increasingly drawn to the quintessential ‘London experience,’” says Parikshat Chawla, head of global operations at Chestertons Global.
“They desire homes with period charm, such as Georgian townhouses in Belgravia or Victorian mansions in Kensington, blending architectural heritage with modern luxuries. Proximity to iconic landmarks like Hyde Park, Buckingham Palace, and Harrods adds a layer of prestige, enhancing the property’s cultural significance.”
While there are certain features that the super-rich like from their London home, the most important one is uniqueness. “Super wealthy buyers often want that rarity factor,” says Eccles. “A property which surprises and delights, whether openly or covertly.”
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