A flurry of high-end developments in the capital is pushing marketeers to make ever bolder statements in the quest for sales. Georgina Jarvis wonders at the alternative reality of London’s property hoardings

Hackney’s Mettle&Poise development: ‘Woven into the fabric of E2.’
Hackney’s Mettle&Poise development: ‘Woven into the fabric of E2.’ © Guardian / Georgina Jarvis

As the property boom restructures the physical fabric of London, vast sums of money are being spent on the advertising and careful brand positioning of new residential spaces across the capital. 

Whether pitching to the global elite of Danny Dorling’s 1%, a Londoner with a deposit or an overseas buyer on the lookout for a secure investment, the city’s current swath of new properties is driving marketeers to make ever bolder claims to achieve a competitive edge. “Versace on the inside, London on the outside,” boasted recent adverts for the fledgling Aykon Tower in Battersea.

Property marketing increases buyer confidence, and perceptions of authenticity are often encouraged through a nod to the history of the area. At London City Island in Canning Town, the apartments will apparently “draw on East London’s post-seafaring energy”. William Shakespeare, no less, has been appearing on billboards advertising the new Stage tower in Shoreditch.

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Often with only computer-generated imagery (CGI) to show a development’s physical structure, the promotion of a readymade lifestyle is regarded as crucial. Developers in pursuit of a wealthy elite produce glossy brochures interspersed with property profiles and articles on the latest in luxury hotels, members clubs and private jet hire. 

Potential investors in One Blackfriars, for example, are assured that “tired muscles can be soothed with a visit to the in-house spa … The private screening room and wine-tasting areas offer further distraction.” According to real-estate intermediary Luxury Portfolio, meanwhile, “Luxury real estate is far more than a transaction. It’s about living the life you deserve.”