Ten apartments in the world’s most expensive care home complex have already been snapped up by ultra-wealthy buyers.
Apartments in the Auriens residence, which is being built on King’s Road in Chelsea, cost a minimum of £3 million for a 900 sq ft one bedroom flat, rising to £10.5 million for two bedroom “penthouses”.
Designed by the company that fitted out Langham’s hotel, the retirement home promises residents “the most luxurious of retirements”, with valet parking, pilates classes, a 15m swimming pool and separate “vitality pool”, and a private cinema.
The apartments feature luxury fittings and lighting technology, a bespoke British-made kitchen and a bathroom that combines luxury with optional assistance like easy-access showers.
There is also a reading room designed by David Linley, the furniture designer and nephew to the Queen, and gardens created by Chelsea Flower Show winner Andy Sturgeon.
Residents will be charged a minimum annual service charge of £16,344, but this does not include extras such as the in-house pet grooming salon which promises to cater “for every need from taking the dogs for daily walks in nearby parks such as Kensington Gardens or Battersea Park to providing a dog washing service if they return home with muddy paws”.
Also not included are nurses, who will be provided by Draycott Nursing at a cost of £40 per hour.
The residents’ dining hall is the restaurant Culford’s, where alongside grilled seabass and steak au poivre are a selection of caviars, including 50g of beluga for £250.
Karen Mulville, co-founder of Auriens, conceded that the home is very expensive but said choosing to move into the development could be much more economical than staying at the family home and paying for live-in carers.
“We are clear it is for a very niche market,” said Mulville, the wife of comedian Jimmy Mulville whose Hat Trick TV production company created Father Ted and Have I Got News For You? “It is a very small group, but we have had a huge amount of interest.”
Mulville’s partner in the Auriens is Johnny Sanderson, a wealthy property developer who specialises in luxury homes for the super-rich.
Ten of the 55 apartments, which are due to open in late 2019, have already been sold.
Auriens has converted the former showroom of Bellville Sassoon, the couture label that dressed Diana Princess of Wales, near Sloane Square, into a mock apartment complete with circadian rhythm lighting and Fortnum & Mason groceries.
Auriens has described the mock apartment as “a shop window into later life luxury” whose task is to “unashamedly demonstrate its wares to a very particular and sophisticated shopper”.
Auriens terms this demographic “luxury later lifers”.
The £200 million development was designed by architects Pedro Roos from PDP London with an exterior inspired by Chelsea’s historic townhouses.