Designers Bella Freud and Maria Speake drew inspiration from the lively 1970s era to style the interiors of this London residence, which was built by architect Piercy & Company inside the former BBC television centre.
Situated in west London’s White City district, this two-level apartment occupies a Grade II-listed structure that once housed the BBC’s headquarters and has been completely renovated by AHMM.
Architect Piercy & Company designed the unit as one of five penthouses within the Architect’s Series. This initiative invited multiple architecture firms to craft luxury residences inside The Helios, a ring-shaped building on the former BBC site.
British fashion designer Bella Freud and Maria Speake—co-founder of Retrouvius, a studio specializing in reclaimed furniture—were tasked with outfitting Helios 710’s interior.
The pair had previously teamed up for the renovation of Freud’s personal residence and the design of her flagship boutique in Marylebone.
For this project, Freud and Speake turned to the “bold colour, eclecticism and glamour” of the 1970s, adorning most of the apartment’s living areas with striking tones.
In the main living room, glossy black sofas paired with burnt orange seat cushions stand out against an emerald green carpet. Behind them sits a long glass dining table encircled by woven cane chairs, which harmonize with the adjacent hessian-clad walls.
The master bedroom’s surfaces have been painted a deep cherry red.
“Whenever Maria and I make a decision about a room, our conversations tend to be about how wonderful a certain colour is or about a beautiful artwork, rather than thinking about it too practically,” Freud told Dezeen.
“This was definitely an extension of the other spaces we have created together.”
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A staircase with cantilevered steps leads up to the kitchen, which adopts a decidedly more neutral palette—featuring pale cabinetry, light timber flooring, and a grooved backsplash crafted from white marble.
On this level there is also a cozy snug with cork walls and a sand-colored suede sofa resting on a fluffy rug.
“The television centre is an iconic part of West London’s history, which has been intertwined with my own life,” explained Freud.
“It was important for myself and Maria to retain the design integrity of the site.”
Part of the BBC headquarters has also been transformed into a Soho House outpost, which opened in May this year. The private members’ club includes 45 bedrooms for overnight stays, a rooftop pool, a cinema, and a massive gym spanning over 2,000 square metres.
Photography is by Michael Sinclair.
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