WhatHouse? talks to Jai Gill, sales and marketing director, London, Vistry Ventures, about the latest development, Verdica, in London’s Camden town, and how urban energy and tranquil spaces both feature at the development…
Jai, how long have you been with Vistry Ventures and what does your role entail?
I have been with the business for five years. I am involved throughout the lifecycle of a development, from acquisition, agreeing the mix of homes and phasing, the layouts and specifications, the marketing and branding, implementing the sales teams and strategies; and I’m also responsible for the customer experience for residents when they move in and live on the development.
We know your schemes are built on four principles: design excellence, sustainability, innovation, and customer focus. How does your latest ‘Verdica’ development focus on each of these?
We purchased the scheme because of its fantastic location, where our customers are minutes from excellent transport links, the culture of Camden Town, and the greenery of Primrose Hill and Regent’s Park. All the apartments are of a high specification and have dual aspects maximising on natural light. There will be a concierge facility and the courtyard gardens are also a key feature, where residents can relax and enjoy the outdoors on their doorstep. Verdica has been designed with sustainability at the forefront, seeking out energy efficiencies, minimising carbon emissions, incorporating renewable energy sources and recycling and reusing building materials. Features include installation of an Air Source Heat Pump, PV Panels and Blue Roofs.
Verdica has been launched in Camden Town – for people not familiar with the area, what does it have going for it?
Camden Town is a lively and eclectic neighbourhood nestled in the heart of London, which effortlessly captures the imagination of locals and tourists alike. With its bohemian atmosphere, rich history, and thriving artistic scene, this bustling district has long been revered as a cultural melting pot that continually inspires and surprises. From the legendary Roundhouse venue, where iconic artists have graced the stage, to the undiscovered street performers and intimate live music venues, Camden Town has been a birthplace for numerous music movements, fostering a sense of individual expression that resonates with the spirit of the community. Camden Town is also synonymous with fashion and style, boasting a myriad of boutiques, independent designers, and vintage stores, making the area a treasure trove for the fashion-forward.
Beyond its creative energy, the area celebrates gastronomic excellence from all corner of the globe. Its diverse food scene spotlights a kaleidoscope of flavours, offering everything from traditional British pub grub to exotic street food. Camden Town not only embodies a vibrant cultural tapestry but also boasts an enviable proximity to some of the world’s most prestigious universities. This combination of artistic allure and intellectual prowess, makes the area a unique and captivating neighbourhood, drawing in students, scholars, and curious minds from across the globe.
Closely located to the neighbourhood’s eclectic streets lie institutions of global acclaim, such as University College London (UCL) and the London School of Economics and Political Science (LSE). These esteemed universities attract students and academics seeking world-class education, research opportunities, and intellectual stimulation. Camden Town’s charm extends to the neighbouring affluent areas of Primrose Hill and Hampstead, further enhancing its appeal as a hub of intellectual and cultural significance. Known for their elegant architecture, parks, and exclusive residential enclaves, these highly sought-after areas not only embody sophistication but also offer a sense of tranquillity amidst the city’s exciting energy. The neighbourhood’s unique positioning facilitates the seamless integration of academia, creativity, and affluence, creating an environment that nurtures both intellectual curiosity and artistic expression.
We hear Camden Town is undergoing regeneration, how do you think this will benefit the local community?
Camden Town’s ongoing regeneration heralds a new chapter in the area’s rich history, promising to bring forward an array of benefits for the local community. Many of the plans will revitalise key areas of the neighbourhood, create new jobs, and boost economic growth, whilst also creating new opportunities to live and invest in an area with culture and cosmopolitan energy on tap. Our development, Verdica, is the first of several significant residential developments planned in the area, which sits within walking distance from Chalk Farm station. Verdica comprises a collection of immaculate studio, one- and two-bedroom apartments set around a courtyard garden and ideally situated opposite the famed Roundhouse venue.
Apartments at Verdica have been designed to an uncompromising level of finish and detail, maximising light and space with each apartment boasting generous floorplates and private balconies, with completion due Q1 2024. The Camden Highline project, which is gathering momentum, will also have a significant positive impact on the area and local community. A proposed 1.2km elevated urban park, utilising a section of disused railway and creating a new global attraction for London, akin to New York’s High Line. The Camden Highline will run from Camden Town to King’s Cross, linking a number of local neighbourhoods and creating considerable employment opportunities along the route. Planning approval has been granted for the first section of the line, running from Camden Gardens to Royal College Street.
You’ve been keen to blend the Vistry Ventures development into the surroundings and create a ‘tranquil enclave’, how do you think you’ve achieved this?
We recognised the importance of offering residents an opportunity to disconnect from the fast-paced world. With London’s energy right on their doorstep, striking a balance became paramount. In response to this we have incorporated a green oasis at the heart of our development - the verdant courtyard. This space allows our residents to embrace mindfulness and immerse themselves in nature, providing a powerful antidote to the daily stresses and pressures of life. We strongly believe that a well-rounded environment is crucial for residents’ physical, mental, and emotional well-being. At Verdica, we aimed to create a harmonious blend of an urban lifestyle and a tranquil sanctuary, ensuring residents can experience the best of both worlds, an incredible city vibe combined with a peaceful oasis to unwind and find solace.
Who do you think these new homes will appeal to?
Verdica offers studio, one- and two-bedroom apartments, catering to diverse buyer profiles, and is a great choice for individuals who value a well-rounded and fulfilling lifestyle. The development caters to those who value quality and comfort, seeking a home that exudes sophistication and offers a high standard of living. Whether you are a discerning buyer who appreciates quality, a student seeking a vibrant academic experience, a downsizer embracing cultural enrichment, or a professional thriving in the local business landscape, Verdica offers the opportunity to live life to the full in a place that resonates with your unique aspirations.
And are you offering any incentives for buyers there?
Yes, offers are tailored to the buyers’ individual needs. Our sales team is working hard to assist buyers where it's needed to get them onto the property ladder, or purchase an investment or second home. Typically, Stamp Duty contributions are mostly popular with our buyers.
What does Vistry Ventures have coming up in the next 12 months or so?
We launched our first phase at Meridian One in Enfield where we are selling both private sale and Shared Ownership homes. This landmark regeneration will also deliver a new station square, a host of shops, leisure facilities and recreational spaces and is part of Meridian Water, an incredibly exciting 25 year, £6bn regeneration programme led by Enfield Council.
Is there a single piece of advice you’d give to first-time buyers in the current market?
Yes, due to the well documented planning delays and the implementation of the new second staircase policies, a high number of developments have stalled. As a result, we expect there will be a shortage of new homes coming to the market in London over the next 12 months, which will push prices up. Buyers would benefit from buying a home now, otherwise face limited availability and potentially paying higher prices.
And finally, which parts of London are next up for regeneration, do you think?
South London has lots of potential! There are some really good opportunities that we are working on at the moment, which we’re excited about.
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