Set within the reimagined grandeur of The Whiteley, just a stone’s through from Hyde Park, the Elicyon-designed duplex apartment is the latest residence to be revealed in the development’s curated collection of interior designed homes. Positioned within one of the capital’s most iconic heritage redevelopments, the three-bedroom, 3,741 sq. ft. duplex celebrates volume, craftsmanship and a quietly confident approach to contemporary city living. Following completion, and ahead of its official launch to the open market, the home was sold off-plan to a North American buyer, complete with its full inventory of furniture and artwork. The sale marks a significant milestone for The Whiteley, bringing total sales to an impressive £750 million, with 107 of the 139 apartments now sold.
Once London’s first great department store, The Whiteley has been transformed into an address that honours its unique heritage and historic Grade II listed façade, while introducing a new era of refined residential design. Elicyon’s vision responds to this architectural legacy with a scheme shaped by light and materiality, where soaring double-height ceilings, reaching 6.1m, and floorto- ceiling heritage-inspired Crittall windows flood the interiors with natural light.
Charu Gandhi, Founder and Director of Elicyon, explains: “This apartment is about celebrating volume without overwhelming it. The architecture provides an extraordinary canvas - height, light and proportion - and our role was to introduce warmth, tactility and a deeply personal touch. Ultimately, the home has been designed with a sense of balance: between heritage and modernity, grandeur and intimacy, architecture and soul. We wanted to create a home that honours its setting while offering a warm, enduring backdrop for life in London today.”
Interiors Shaped by Light and Volume
When entering the apartment, the generous proportions set the tone. Herringbone light oak floors ground the space, while elegant layering of textured wallcoverings and curated antiques establish a palette that feels airy and anchored.
The open-plan layout of the U-shaped reception, dining, and kitchen area has been thoughtfully designed to support effortless entertaining and everyday ease. A bespoke shelving and bar unit, finished in duck-egg blue lacquer with rich walnut accents, add a subtle layer of colour and warmth to the space, inviting guests into the bright entertaining space.
Within the main living area, a white-limed oak joinery wall and Calacatta marble fireplace form a focal point, around which travertine coffee tables and bespoke velvet armchairs introduce a sense of tranquility and comfort. Rattan pendants draw the eye upward, accentuating the apartment’s verticality, reinforcing the interplay between structure and softness.
“Light was our guiding principle,” Gandhi notes. “We wanted materials to respond to it – lacquer to reflect it, stone to absorb it, textiles to soften it. The layering is subtle but intentional.”
Collected, Considered, Enduring
Across the apartment, craftsmanship and curation define the narrative. Antique gilt bronze mirrors, travertine surfaces, handmade ceramics and woven lighting lend depth and authenticity, ensuring the interiors feel collected over time rather than newly assembled.
This narrative is further reinforced through a diverse collection of artworks, from oil paintings and etchings to creatively framed textiles and silk scarves layered throughout the spaces. Varying in medium and scale, they bring visual depth and a confident sense of personality. The formal dining area continues this dialogue, pairing a travertine dining table with upholstered chairs finished in brushed brass. Sheer fabrics filter daylight, while hand-knotted rugs and expressive artworks introduce texture and movement.
In the kitchen, light grey stone worktops sit alongside warm oak cabinetry and chrome accents. Leather strap bar stools add a tactile note, while a considered mix of contemporary accessories and antique finds bridge the architectural shell with the home’s softer layers.
A Jewel-Box Moment
A dramatic departure unfolds in the powder room. Here, walls are drenched in a deep red hue and hand- painted with bronze and goldfish motifs, transforming the space into an immersive, jewel-like experience. Honed Noir Saint Laurent marble wraps the vanity, while vintage Murano glass sconces and a sculptural ceramic mirror amplify the sense of artistry.
“It’s important to have moments of surprise,” says Gandhi. “The powder room is playful and expressive – it’s somewhere we could be bold and celebrate craftsmanship in a more decorative way.”
Private Sanctuaries
Upstairs, the principal suite is conceived as a serene retreat. A bespoke headboard framed in tonal walnut with mohair inset panels anchors the room, complemented by a hand-tufted rug and layered fabrics in natural, textural finishes. Soft lighting and carefully curated furniture create an atmosphere that feels calm and enveloping.
Leading fluidly from the principal bedroom is an elegant lounge area designed as a private retreat within the home. The space is furnished with a tactile, generously proportioned sofa and a pair of sculptural armchairs, with soft upholstery inviting moments of relaxation. At the centre sits a bespoke ottoman, thoughtfully crafted to complement the surrounding palette and serve as both a practical and aesthetic focal point. Positioned to overlook the main entertaining area below, the lounge enjoys a gallery-style view that enhances the sense of connection throughout the home.
The secondary principal suite and guest bedroom continue the narrative of warmth and tactility, with bespoke headboards, half-height textured wallcoverings and layered curtains that balance structure with softness. Each bedroom feels distinct yet connected through material continuity and tonal harmony.
Alex Michelin, Founder and CEO of Valouran, comments: “This apartment is a timeless yet distinctly contemporary expression of elegance, light, and craftsmanship - qualities that underpinned our reimagination of The Whiteley to meet the expectations of modern living. Seeing these principles brought to life so beautifully within this home is incredibly rewarding. Elicyon has elevated this duplex to an exceptional standard, and we are confident – as demonstrated by the success of previous collaborations, many of which sold immediately upon launch – that it will resonate strongly with buyers.”
An Icon Reimagined
After an eight-year transformation, The Whiteley celebrated Practical Completion in Spring 2026. Spanning 1.1 million sq. ft. with a gross development value of £1.5 billion, this reimagining of London’s first department store was delivered by joint venture partners MARK and C C Land, alongside development manager Valouran. With continued residential sales success and a growing roster of commercial tenants, The Whiteley is the driving force in Queensway’s regeneration. Central to this evolution is The Whiteley’s curated selection of 19 retail tenants and the UK debut of Six Senses London which opened in March 2026. Already home to Third Space, Everyman, 3812 Gallery, Adventures in Furniture, Duck & Dry, Guillam Coffee House and Yuum, the bold new vision for the street is rapidly taking shape.
With 77% of the residences now sold, The Whiteley is achieving an average price of £3,600 per sq. ft - representing a 200% premium over the surrounding Bayswater area, according to Savills. Coupled with strong demand for homes within The Designer Collection, this performance underscores the development’s appeal to both domestic and international buyers, with significant interest from British, American, Asian and European markets.
Team:
Architects: Elicyon
Photographers: Nick Rochowski
