Fitzroy Place (Residential), W1 London, UK

Sheppard Robson commenced work on the former Middlesex Hospital site (now known as Fitzroy Place) in January 2011. Although planning consent had already been achieved for the site by Make Architects, we were asked by our clients (a joint venture of Exemplar, Aviva and Kaupthing) to develop new design concepts based loosely on the consented uses.

Sheppard Robson redesigned the masterplan providing an increased number of residential units (289 in total), apartments better suited to the target market, together with equivalent but better organised office floor space (30,000m²), and a more generous public square at the heart of the scheme. Sheppard Robson also developed a shared design strategy in collaboration with Lifschutz Davidson Sandilands, and both practices developed the detail design of separate buildings, a process which provided a rich architectural diversity across the site.

11,800 m2
  • Civic Trust Awards - Winner
  • London Planning Awards - Winner
  • Housing Design Awards - Shortlisted
  • Building Awards - Shortlisted
  • AJ Architecture Awards - Winner


Fitzroy Place (Residential), W1


Our approach was to consider the site (which was the largest Central London redevelopment at the time) as a collection of buildings and spaces that would integrate with the grain, scale and palette of Fitzrovia so as to become a natural addition to its much celebrated character.


Design Process

Ideas were forged from an iterative design process and vibrant collaboration principally with Liftschutz Davidson (architects of the Western blocks), Johnson Naylor (interior designers) and Gross Max (landscape architects).

Through this the design concepts for apartments, townscape and public realm character were melded and developed to reinforce each other.

Design Process


The success both commercially and critically is attributed to the attention to detail throughout all aspects of design. Crucial details were worked through at early design stages, whether it be apartment joinery, landscape lighting or the building envelope. All elements were tested through detailed 3D modelling as well as a series of facade and apartment mock-ups, the design team was then significantly engaged with the sourcing and manufacturing of all elements to ensure design concepts were realised.





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