Take A Look Around This First-Of-Its-Kind Apartment
Photography: Nick Rochowski
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Take A Look Around This First-Of-Its-Kind Apartment

Once a grand dame of London retail, The Whiteley has been reborn as one of the city’s most covetable residential addresses. Its flagship new clock tower apartment is the first in Europe to be furnished by Maxalto, B&B Italia’s timeless interiors brand. Here, Heather Naylor of B&B Italia talks us through this ground-breaking project…
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Photography: Nick Rochowski

The Property

It's the capital’s first department store. This Bayswater icon was completed in 1911 by retail pioneer William Whiteley, a man who promised to source anything his customers desired, from a humble pin to a full-sized elephant. Today, following a meticulous transformation, The Whiteley stands as the centrepiece of Queensway’s £3 billion regeneration. Behind its restored façade, architectural and design firm Foster + Partners has created 139 one-of-a-kind homes where heritage meets contemporary elegance. Soaring proportions, abundant natural light and exquisite detailing speak to the building’s storied past while embracing the best of modern design. 

The Brief

B&B Italia London was asked to design the interior of the clock tower apartment using furniture exclusively from the Maxalto collection. Maxalto was selected as the collection blends beautifully with the historical and contemporary architecture of The Whiteley, combining sophisticated design and outstanding craftsmanship with refined and luxurious materials.  


TAKE THE TOUR

The Kitchen 

The custom-made kitchen features brushed fossil oak cabinets, bronze inset handles and an accessories rail. Work surfaces and backsplashes are in Bianco Eclipsia quartzite, designed exclusively for The Whiteley. At the bespoke island, take a perch on bar stools designed by Antonio Citterio in warm tobacco Kasia leather with a bronze shellac frame.  

Kitchen: Brompton kitchen, Arclinea  
Bar Stools: Caratos chair, Maxalto 
Pendant Lights: PH 5 lamp, Louis Poulsen 

The Living Area

The main living area is defined by the curve of the internal winter garden overlooking the classic glass dome and the clock tower. There was a big debate about the position of the living and dining area. It was resolved by this sofa, which provides the perfect curved form to create a focal central living area, with the coffee table in the centre with a beautiful quarter-cut slab of Sahara noir marble. 

Sofa: Lilum sofa, Maxalto 
Coffee Table: Xilos small table, Maxalto 

The Dining Area

The starting point for the dining area was the custom fireplace in Corteccia stone, with ethanol-burning fire, integrated lighting and a custom bronze lacquer panel above (with a shelf for artwork and accessories). The fireplace is framed by decorative floral boiserie panels on either side, framed in light brushed oak.  

Tall credenzas sit on either side of the fireplace, finished in Chilean Tineo veneer laid in a staggered chequered motif with juxtaposed grain directions, creating a rich three-dimensional quality. The dining table in natural wenge sits in front of the fireplace. The dining chairs, with distinctive curved back details and elegantly crafted arms, were recently remodelled and reintroduced to the Maxalto collection. Two striking pendant lights above the dining table finish the look. 

Credenzas: Tesaurus storage unit, Maxalto 
Table: InToto table, Maxalto 
Chairs: Despina chair, Maxalto 
Lights: Skygarden, Flos 

The Clock Tower Room

With its six-metre ceilings and panoramic views of the London skyline, the clock tower room has been reimagined as a snug lounge, complete with a TV set into custom boiserie panels in neutral linen framed by light brushed oak. A floor-to-ceiling bookcase – with top-stitched leather shelves, integrated LED lighting and a decorative library-style ladder – makes the most of the impressive height, while cascading pendant lights add warmth and drama.

A softly curved sofa in textured neutral fabric creates an inviting focal point, while a curved-top desk in rich chocolate-brown cowhide with an integrated brushed black oak drawer sits in the window. Paired with a Toscana leather chair featuring an open back, the design draws the eye to the skyline beyond.

Lamp: Noctambule suspension five high cylinder lamp, Flos 
Sofa: Lucrezia soft sofa, Maxalto 
Desk: Sidus complement, Maxalto 
Chair: Caratos chair, Maxalto 

The Study

The study was designed as a quiet working space overlooking the courtyard by Foster + Partners. The black oak bookcases provide a sophisticated backdrop to the writing desk with its Calacatta marble top and bronze X frame base. 

Storage: Biblia Storage Unit, Maxalto 
Desk: Pathos table, Maxalto 

The Main Bedroom

In our view, the main bedroom in the clock tower apartment is one of the most impressive suites in The Whiteley. Perfectly symmetrical, it features an elegant bathroom overlooking the terrace on one side – accessed through sliding doors – and a walk-in dressing room on the other. The latter is fitted with custom backstage wardrobes, upholstered in soft chenille and set within bronze frames with integrated hinges. A standout detail is the dressing room’s full-height mirror with hinged side panels.

The brief was to create a contemporary sanctuary within the apartment. The space centres on a custom Kasia leather headboard with decorative textured fabric above and integrated bronze reading lights, paired with a bed base in matching leather. Simple bedside tables with a single drawer and lower shelf flank the bed, while an ottoman sits at its foot. A dormeuse sofa in neutral textured fabric completes the room, offering a comfortable spot to rest and unwind.

Bed: Bauci bed, Maxalto 
Storage: Ebe storage unit, Maxalto 
Ottoman: Caratos, Maxalto  
Sofa: Apollo sofa, Maxalto 

The Second Bedroom

Beyond the apartment’s elegant communal spaces, the bedrooms offer a calm, considered retreat. In this room, furniture was chosen for its clean silhouettes, with the light brushed oak of the Apta Max bureau – complete with fold-down writing desk and hidden drawers inspired by traditional designs – paired with the soft, deep-pile, silver-grey Licata fabric of the Febo headboard.

Bed: Febo bed, Maxalto 
Desk: Max complement, Maxalto     

The Terrace

Designed for outdoor dining and relaxing, a private outdoor terrace completes the home. It features a luxe dining area with a serpentine slate top table and dining chairs finished with neutral linen cushions. Sun loungers, a lounge area with sofas and chairs, and two decorative high-back chairs with a distinctive floral motif offer plenty of space for relaxation. The landscaping byCameron Gardens creates a peaceful place in which to relax and admire the London skyline.  

Table: Ginepro outdoor table, B&B Italia 
Chairs: Erica outdoor chair, B&B Italia 
Sofa: Ayana outdoor sofa, B&B Italia 
Armchair: Crinoline outdoor armchair, B&B Italia 

Visit THEWHITELEYLONDON.COM

Photography: Nick Rochowski

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at info@sheerluxe.com.

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