Show home room by room - City Wharf, London

Posted 6 April 2016 by Helen Christie

WhatHouse? takes a look at this beautiful show home in London and finds out some of the style details room by room...

FABRICA by A2Dominion has recently launched The Merchant Building, the second phase of City Wharf, located just off City Road, N1.

As a low rise development overlooking the Regent’s Canal, The Merchant Building provides an artful contrast to the high rise architecture of nearby City Road, yet benefits from its shared central location. Comprising a boutique collection of 64 studios, one-, two- and three-bedroom apartments, The Merchant Building sets a new benchmark in quality and lifestyle for zone 1 waterside living.

Rosie Nesbitt, sales and marketing director at FABRICA comments: “Led by the strapline and brand positioning ‘designed and made in N1’, the interiors were crafted with meticulous attention to detail and influenced by the area’s aspirational postcode and charming industrial heritage. We wanted to move away from a typical harsh sales environment so harnessed the interior design to emulate a New York, boutique hotel with a ‘loungey’ vibe, to create a comfortable and inviting space to make customers feel immediately at home, rather than in a place of business.”

“As we do with all our schemes, we look for interior design that will appeal to our target market; in this case, boutique hotels such as Babington House in Somerset, Soho House, and the Ace Hotel in Shoreditch were our inspiration. We dressed the marketing suite with exciting contemporary furniture - sofas by Walter Knoll, wire tables by Dare Studio, Bertoia chairs by Knoll, and round café style tables by Hay. Mood lighting, Aesop toiletries, ambient background music and a barista style coffee machine complete the experience and help our customers feel at home in a relaxed environment, which tells the story of City Wharf.”City Wharf dining room
  “The colour palette of cool and industrial greys with soft textures helps us to tell the story of the development through the show apartments, while punctuations of polished chrome, brass and copper, along with black framed mirrors and prints, and of course statement furniture, evoke that same boutique hotel style."

City Wharf kitchen
"Perforated metal pegboards and concealed powder-coated clamp lights provide a focal point and enhance the design intent to showcase the development’s architectural individuality and personality."

City Wharf bathroom
“The bedrooms are home to a warmer grey wall paint, which is complemented by silk effect carpets and heavy curtains to soften the atmosphere and create a warm and homely finish. We also layered soft furnishings with soft fluffy cushions and luxurious woollen blankets throughout the bedrooms to create texture and visual interest – which ultimately provides interior inspiration and helps our buyers imagine themselves at home at City Wharf.”

City Wharf bedroom

Prices start at £595,000 for a one-bedroom apartment.

Help to Buy London is available on a selection of homes.

For more information, please contact FABRICA on 0203 642 8973 or visit


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