![Fresh start](https://cdn.magzter.com/1440735281/1701975773/articles/JXjSUKf1V1702455591612/FRESH-START.jpg)
‘Anice apartment on its own doesn’t cut it anymore,’ says London-based property developer Alex Michelin. ‘The consumer is so savvy now with social media; everyone sees everything. Property is less-location specific, more lifestyle- driven. You have to place-make, create an environment that says to people: ‘This is how I want to live my life.’
This year, Michelin and his firm friend and like-minded developer Marcus Meijer unveil The Whiteley, where the lucky few will certainly want to live their lives. Founded by draper William Whiteley in 1911, Whiteleys was an opulent emporium that rivalled Selfridges and Liberty. Its majestic internal staircase was modelled on Milan’s La Scala, and its slogan ‘everything from a pin to an elephant’ drew shoppers from all over London. But it failed to keep up with its competitors, and when Michelin and Meijer bought it in 2013, Whiteleys was a tired mall of broken escalators and now-defunct chain stores.
Since then, chilly winds have blown across London, bringing Brexit, lockdowns and a cost of living crisis. But the forward-thinking pair have weathered the storms and created leading communal and residential spaces that people love – think Borough Yards and and Twenty Grosvenor Square by Finchatton (the development company Michelin co-founded 22 years ago before setting up his new venture, Valouran, in 2023 with Matthew Robertson).
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![DESIGN DIRECTORY - BATHROOMS](https://reseuro.magzter.com/100x125/articles/11214/1723141/OEjCyruaW1717667089309/DESIGN-DIRECTORY-BATHROOMS.jpg)
DESIGN DIRECTORY - BATHROOMS
The hottest trends, from retrofuturistic scene-setting and sunset moods to sculptural curves and shadowy corners
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DESIGN DIRECTORY - KITCHENS
We bring you the chicest, sleekest islands on which to slice and dice this season
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GREEN GOLD
A beautifully designed new book, Born in Oasi Zegna, explores the rich material ancestry and environmental philosophy of the illustrious Italian fashion house
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DESIGN DIRECTORY - DINING CHAIRS
A smörgåsbord of scrumptious seating
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DESIGN DIRECTORY - BEDS
Such stuff as dreams are made on
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DESIGN DIRECTORY - LIGHTING
Star performers with a bright future
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DESIGN DIRECTORY - TABLES
Serving up the perfect balance of form and function
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DESIGN DIRECTORY - OUTDOORS
Alfresco apparatus that puts others in the shade
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DESIGN DIRECTORY - SEATING
Striking new ways to recline and shine
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CURVE APPEAL
Get into the groove with the latest kitchen from Danish design brand Vipp