Principle Place: A Pinnacle of Luxury Living

Principal Tower is an impressive 50-storey landmark, the crowning glory of Principal Place, a vibrant new mixed-use development on the outskirts of the City of London. The Luxury Report caught up with Christopher Murray, Managing Director and Co-Founder of Concord London

Please introduce us to Principal Tower.
This striking building stands out as the sole residential project in London to have been both internally and externally designed by globally renowned architects, Foster + Partners, the creative minds behind some of the world’s most remarkable buildings, including London’s 30 St Mary Axe, famously known as the Gherkin.
The development sits in a prominent location, where the capital’s influential financial district meets the innovative tech hub of the Silicon Roundabout, all infused with the fascinating creativity of Shoreditch.

What makes Principal Tower a unique addition to London’s skyline?
At a soaring height of 175 metres, Principal Tower ranks among London’s tallest residential buildings, meaning it offers spectacular, far-reaching views across the iconic London skyline. Foster + Partners has cleverly integrated curves within the façade, along with bronze exterior detailing to create an elegant addition to the skyline. Not only does this mean almost all apartments enjoy private curved balconies, but the design also softens the tower’s external profile and offers a contrast to the City’s office buildings – ensuring Principal Tower stands out amongst the crowd.

Could you elaborate on the architectural inspiration behind Principal Tower and how it reflects its geographical and cultural location?
Principal Tower signifies the epitome of understated elegance. It takes inspiration from nearby architectural landmarks and the historic views it offers across the capital and its architecture responds to the uniqueness of its location both geographically and culturally. 
The development’s design reflects the connection between the creative, formally industrial East End and London’s financial and business centre. The building’s massing, which appears as three sleek volumes, where from the residential neighbourhood of Shoreditch, it looks lower from ground level and taller when viewed from the west, mirroring the City’s high-rise landscape. A central volume rises between them, establishing a graceful landmark on the skyline.

What are some of the luxury amenities offered to residents of Principal Tower, and how do they contribute to residents’ well-being?
Residents of Principal Tower can escape busy city life and enjoy a suite of luxury hotel-style amenities, carefully crafted to maximise residents’ well-being in mind. An infinity pool boasts views across a restored building, while the spa pool is nestled in the curve of the window. In addition, there is a luxurious sauna as well as a state-of-the-art gym that overlook the buzzing piazza below.
A private cinema, residents’ lounge and mezzanine bar also overlook the hustle and bustle of the plaza, protected behind a ribbon-like metal balustrade and offering the ideal spots for entertaining, socialising or relaxation.
A 24-hour concierge service ensures the needs of every resident are met, with an underground car park also available for private vehicles and bicycle storage – a rare offering in the city.

How does Principal Tower’s location benefit its residents in terms of transportation options and the surrounding neighbourhoods?
For residents of Principal Tower, the very best of the capital is close to hand. The landmark new address is a short walk from the sophisticated hotspots of the city and the cultural attractions of Shoreditch, including the newly refurbished Light Bar. Eataly London, a recently opened Italian food destination is a few minutes away alongside the renowned restaurants Gavin La Chapelle and Sushi Samba. Famous hotels including The Hoxton, The Ned, Nobu Hotel and Soho House are also within walking distance. For shopping, residents can head over to the nearby Royal Exchange, which features a plethora of luxury brands including Louis Vuitton, Hermes and Tiffany & Co., or alternatively, residents can venture over to Spitalfields Market, Broadgate and BOXPARK all of which are close by.
Travel across London and beyond is also easy. Within walking distance is the major transport hub Liverpool Street Station, which is served by the Central, Circle, Hammersmith & City Line alongside the Elizabeth Line and London Overground, providing access to popular destinations such as Bond Street and Canary Wharf in just six minutes. Travel to the rest of the UK is also simple thanks to the comprehensive train network, whilst Europe is also easily accessible – with the Eurostar less than 10 minutes away. London City Airport is also just 30 minutes away.

Can you describe the unique features of the duplex penthouse in Principal Tower, including its size and the views it offers?
Principal Tower’s duplex penthouse offers a rare space above the city. It features three expansive ensuite bedrooms across the upper floor, each with its own outlook across the capital. Both the main and guest bedrooms enjoy dual aspect views and walk-in dressing rooms with wrap-around wardrobes rising the full 3.3m to the ceiling. In keeping with the impressive scale of the property, ensuites range from some 70sqft to over 90sqft and incorporate a dual sink vanity unit, walk-in shower and/or bath finished with the finest Italian polished marble.
The entrance level is a grand, triple-aspect living, dining room and kitchen, complete with a generous outdoor private terrace. Bright and open, it takes in the capital’s most iconic monuments from the ArcelorMittal Orbit at the Olympic Park, across to Tower Bridge, St Paul’s Cathedral, London Eye, the Gherkin and the Cheesegrater, out to Wembley Stadium and beyond to the hills of Surrey and Kent. The two levels are joined by a bespoke floating hardwood meticulously designed staircase set against a double-height window.
A property of this size, scale and design calibre are rare in such a location, with this unrivalled penthouse coming to the market as the Square Mile continues to evolve from its roots as London’s financial centre and into a thriving new live-work district.

How does Principal Place, where Principal Tower is located, blend the financial district with the tech hub and creative culture of its surroundings?
Alongside Principal Tower, the thriving new hub that is Principal Place is also home to a new 15-storey office building, now the London HQ of Amazon, as well as a curated collection of bars and eateries all set around a landscaped piazza and cultural event space. Designed to seamlessly connect its two neighbouring districts and blend with its vibrant surroundings, Principal Tower acts as a bridge between the creative culture of Shoreditch and the modernity of the City.

Christopher Murray is Managing Director and Co-Founder of Concord London

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