The building was erected on the site of a 1960s structure, there are other modern structures around, but the scene is a protected area of the Soho district, and there are architectural monuments nearby. The project takes into account such ambiguity of the environment: on the one hand, the scale and proportions of the facades are coordinated with the neighboring townhouses in the Georgian style, on the other hand, modern materials and details are emphasized for them.
The main façade has large areas of glazing in limestone and green glass frames. Along its bottom edge is a work of media art by Cinimod Studio: a "palisade" made of LEDs, reminiscent of the fences of London townhouses, reacts with its flicker to the movement of passers-by.
The rear facade looks no less impressive: against the background of white brick "bay windows" are placed, rectangular window openings in metal frames protruding from the plane of the wall.
The top tiers of the 7-story building recede from the red line to provide glazed terraces with views of Soho's rooftop landscape.
Most of the elements of the project are intended to strengthen the connection between the interior and the bustling street life of central London.
The total area of the building is 3,065 m2, the construction budget is 9.5 million pounds.
N. F.
