As part of the BRX property development by Network Homes, New i.d London were asked to design a Marketing Suite to highlight what BRX can offer a potential buyer, and give a feel for the Brixton lifestyle. As envisaged from the offset, the Marketing Suite perfectly blends the sleek and sophisticated aesthetic demanded by a professional environment with homely, intimate and informal touches which offer customers a comforting taste of prospective life inside a BRX home. Having branded all of the suite’s accessories, including cork notepads, ceramic mugs and power banks, with the BRX brand, New i.d have ensured BRX remain at the heart of the marketing suite.
To make the customer feel right at home, New i.d have shattered the norms of professional suites and incorporated familiar and comfortable interiors into the space. Within the suite lies a modern coffee shop-esque bar, fitted with integrated charging points, a boutique lounge area with plush pastel sofas, and a meeting room that provides privacy for customers.
Having designed the entire area from scratch, New i.d adorned the marketing suite with a host of bespoke furniture, installations and features; such as a vintage style record player in a nod to the creativity of the local area.
From the hand-crafted shelving unit which integrates both style, storage and TVs across the back wall of the lounge area to the space’s, intricate chevron tiled floor and spectacular light bulb installation, New i.d have placed innovation, style and creativity at the heart of their design – features which reflect the local lifestyle and community of the new BRX development.
Lead designer Amrit Lattimore said: “The Marketing Suite is the first thing that the potential buyer sees, and so getting the design right was crucial. Every single detail has been carefully thought out to give it that wow factor and ensure you feel at home from the moment you walk in.”
As one of London’s most up and coming regions, Brixton is in high demand with young families, young professionals and creatives alike. It is this new lease of life provided by the Brixton community that New i.d endeavours to showcase to potential BRX homebuyers whilst retaining some of the area’s unforgettable legacy provided by people such as legendary style and music icon, David Bowie.
Taking into account the overall brief, given by Network Homes for the one-bedroom apartment New i.d wanted to create an interior that would appeal to a young professional and embody the lifestyle of a modern Brixton resident.
New i.d’s lead designer Amrit Lattimore said: “The one bedroom apartment was targeted towards a young professional looking for a central london pad, so we wanted it to be simultaneously trendy yet homely.”
Talking about the colour palette for the apartment, Amrit said: “We wanted to keep it neutral with an injection of colour.” The apartment has a contemporary, industrial feel, with grey as the primary colour throughout, seen on the walls and through the sofa, and added hints of burnt orange and pinks to soften the space and offer warmth.
The interiors have a masculine feel, that can be softened easily through accessories and textiles. “We wanted to showcase the space in a way that the potential buyer could envisage themselves living in the space.”
One stand out feature of this apartment is the standalone bar that features in the living are. Amrit explains: “We wanted to showcase a specific lifestyle with the apartment, and in a nod to the cool creatives such as Bowie who lived in the area, we designed a bar area as focal point in the flat, with brass finishes and a retro feel. It’s something that is a bit different in a showroom, and is also highly attractive to the target market”
The open plan living area and kitchen are ideal for entertaining, and a cleverly placed dining area helps to separate the two spaces. The artwork throughout is a considered combination of different styles: with the bespoke photographic lightbox in the background, the spacious balcony leads off the living area, and can also be accessed the bedroom.
The colour scheme is carried through into the bedroom for cohesion throughout and to connect the spaces. In the space, New i.d installed a desk area, and low level bed featuring a wide headboard to really emphasise the generous height and width of the room.
Amrit said: “We specified all the goods and fixtures in here – the sink, taps, tiling, sanitary ware, flooring etc. In terms of design every detail has been thought through.”
For the two-bedroom show apartment, commissioned by Network Homes for BRX, New i.d wanted to create a showhome space which reflected the creative, innovate, and up and coming community of Brixton.
Lead designer on the project Amrit Lattimore has said “We didn’t want to showcase two identical flats, we wanted to show two different characters and personalities for the apartments in order to show prospective buyers how to personalise their apartments. The style of the one bed can be translated and vice versa”
In comparison to the one-bedroom flat which is rather masculine in its aesthetic, the two bedroom flat has been adorned with a feminine flourish, perfectly suited for young professionals and young families. With an open plan living area that leads on to the kitchen, the two bedroom apartment is the perfect place to host, socialise, and settle.
Amrit said: “The accessories used throughout are quirky and unique, and we wanted to really showcase artistry through the styling; the table setting is fun and glamorous, and the shelving unit has been thoughtfully curated to feature a number of interesting pieces.”
Network Homes wanted the identity of the surroundings to be a prominent feature of the apartments, and in another nod to the local area, the living space leads off to a balcony that features a lightbox with another of Brixton’s landmark views.
The master bedroom features a chic dressing area with a sensory controlled backlit mirror, plush carpets and a uniquely shaped focal headboard, which can be considered a work of art against the room’s palette of plush pinks, gentle greys, and statement wall in trendy teal. The master bedroom also has its own beautifully specified ensuite bathroom.
The second bedroom is as generously proportioned as the master bedroom, with its own softer identity, featuring dusky pinks, silvery greys, and touches of warm gold. A custom made headboard spreads the width of the back wall, perfectly balancing the bed and adding textural depth.
Throughout the entirety of the home, artwork is a cherished and prominent feature, with artwork, including portraits of David Bowie, adorning the hallways. Across all of rooms, 99% of the design is bespoke – a toast to the uniquely, diverse neighbourhood of Brixton.