101 on Cleveland replaces a rundown building in the heart of Fitzrovia with a new contextually-designed development inspired by the eclectic character and built rhythm of the urban area.
Assael Interiors worked closely with Assael’s architectural team to develop the interior design concepts for this high-end development of 103 new homes.
The design concept – a refined, elegant look with touches of industrial – was influenced by the site’s history, its location in the heart of Fitzrovia and the new architectural design.
The industrial details come through concrete-effect tiles and Crittall glazing, while being refined with brass accents, rich timber and sumptuous materials in jewel tones.
As well as the spatial and FF&E design of the apartments and penthouses, Assael Interiors developed the design of the lower ground floor boutique hotel-style amenity spaces, which include a private dining area and bar, a lounge, screening room, business suite for home-workers, and a gym and wellness suite.