Dubai-based developer Arada has started the pre-launch phase of 100 Avenue Road, a 172-unit residential project in London’s Swiss Cottage, marking its first London project after its acquisition of London-based residential developer Regal in September 2025.
Apartments at the 999-year leasehold 100 Avenue Road range from approximately 422 to 957 sq ft, with each apartment boasting a private balcony. According to a June 17 announcement, units are selling from GBP795,000, or around $1.3 million.
Construction is underway and due to complete in 4Q2028.
Located in NW3 and positioned directly above Swiss Cottage Underground station, 100 Avenue Road sits between some of London’s best-known neighbourhoods. Nearby hotspots include Hampstead Village, known for its literary and artistic heritage; Primrose Hill, renowned for its panoramic city views; and St John’s Wood, Belsize Park and West Hampstead with their refined selection of independent cafés, restaurants and boutiques.
In addition, South Hampstead Overground and West Hampstead Thameslink are both within walking distance.
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Interiors are designed by Arada London’s in-house team, combining herringbone oak flooring throughout with underfloor heating, bespoke porcelain accessories and ambient night lighting in each bathroom. Fully equipped kitchens are finished with premium stone worktops and integrated high-end appliances, including wine coolers, washer-dryers and designer fittings.
Amenities include a swimming pool with vitality spa, sauna, steam room and dedicated treatment room, as well as a fully equipped gym and reformer pilates studio. Residents will also benefit from a 24-hour concierge and dedicated front-of-house team, alongside exclusive access to a residents’ lounge and library, private dining room, cinema and virtual golf simulator.
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Regal acquired the 100 Avenue Road project in March 2024. The project had been on hold for nearly eight years since receiving planning permission in 2016 for 184 homes, along with commercial and community spaces.
Arada London’s pipeline comprises more than 17,000 homes. Global sales & residential marketing director Jacob Sullivan says 100 Avenue Road “brings something genuinely rare” to northwest London: a new-build home in one of the capital’s most sought-after neighbourhoods that is well-connected and built for the long term.
“With the Jubilee Line literally beneath their feet, residents have fast access to the West End, the City and many of London’s leading universities, giving families, long-term owners and parents buying for children studying in London the opportunity to secure a base in a part of the city they already know and trust,” he adds.
Founded in 2017, the Arada Group is headquartered in the United Arab Emirates, with additional operations in Australia. Alongside its development business, the group also operates a portfolio of complementary brands and experiences in retail, hospitality, fitness, wellness, industry, medical, education and social impact.
“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," says Ahmed Alkhoshaibi, group CEO of Arada. "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.”
Images: Arada, Google Maps
