The Broadway, St. James’s Park London, Valouran building, Squire & Partners English development project
The Broadway, St. James’s Park, London
2 October 2025
Design: Squire & Partners architects
Location: The Broadway, St. James’s Park, west London, England, UK
Valouran to Lead Future Vision of The Broadway, St. James’s Park
photo : Jack Hobhouse
Appointment as Asset Manager Signals Exciting New Chapter for London’s Prestigious Postcode
The Broadway, St. James’s Park London Property Development
Valouran, the pioneering property developer and placemaker, has been appointed Asset Manager for The Broadway, a mixed-use development of over 1 million sq. ft., moments from St. James’s Park. The announcement is a testament to the company’s reputation as a leading force in the prime residential market and will see the introduction of a revitalised sales and marketing strategy for the site, including a brand-new sales experience and curated collection of residences by acclaimed interior designers.
photo : Jack Hobhouse
Responsible for managing the entire project, Valouran will lead the repositioning of The Broadway while driving the sale of its remaining residences and the leasing of its commercial and retail spaces.
Designed by acclaimed architectural firm Squire & Partners, The Broadway occupies a prominent position in the heart of prime central London – once home to New Scotland Yard – framed by Broadway to the west, Victoria Street to the south and Dacre Street to the east. Its six architecturally striking buildings are defined by a timeless modern geometric façade, referencing the architectural language of the surrounding neighbourhood and adjacent conservation area.
photo : Jack Hobhouse
The 19-storey development combines 258 premium apartments and 116,000 sq. ft of prime office space rated BREEAM excellent. At street-level, a curated mix of high-end restaurants, cafés, and boutiques spanning a total 27,000 sq. ft. will create a vibrant destination for residents and visitors alike.
Enhancing modern city living in St. James’s Park, the design blends contemporary architecture with thoughtful interiors. Lateral apartments, duplexes, and penthouses, with ceiling heights ranging from 2.7 metres to 6 metres, each complete with floor-to-ceiling glazing that offers panoramic views of Westminster Abbey, Big Ben, Buckingham Palace, and the London Eye. Internally, each home is delivered to the highest specification, featuring wide plank timber floors throughout, kitchens fitted with Bardiglio Italian marble worktops and equipped with Miele and Gaggenau appliances, as well as marble-finished bathrooms. Sophisticated Lutron lighting controls and integrated Creston home systems are complemented by underfloor heating and comfort cooling throughout.
image : Taran Wilkhu For Luxury Marketing House
Located on the lower ground floor and two basement levels, a wealth of amenities are designed to foster wellbeing and community, with residents able to enjoy state-of-the-art spa and wellness facilities including a 25-metre pool, sauna, steam room, vitality pool, large and fully equipped gym, personal training studios, and treatment rooms. Additional shared facilities include screening room, games room with table tennis and foosball, a residents’ lounge, meeting rooms and a private landscaped terrace on the fourth floor.
image : Julian Abrahams
“Our appointment at The Broadway represents an exciting moment for Valouran.” comments Alex Michelin, Founder and CEO of Valouran. “From its prime location at the heart of power in London, moments from St. James’s Park – and some of the capital’s most celebrated historic sites – to its thoughtfully designed architecture and world-class amenities, there is no doubt this is an exceptional development. We look forward to unlocking The Broadway’s full potential as a new, defining London address.”
photo : Jack Hobhouse
Beautifully connected in every sense, The Broadway offers an unrivalled lifestyle in a truly unique setting. Just a short walk from Buckingham Palace, Horse Guards Parade, and the Palace of Westminster, it sits at the heart of London’s most iconic landmarks and at the nexus of power in the capital. Its proximity to the prestigious neighbourhoods of Mayfair, Belgravia, and Covent Garden provides access to some of the city’s finest shopping, dining, and cultural experiences. Perfectly served by multiple transport links, this vibrant enclave seamlessly blends heritage and connectivity with contemporary urban living.
image : Elicyon
Valouran’s engagement as Asset Manager for The Broadway reflects the team’s strong provenance, unmatched knowledge of the prime residential market, and proven track record in delivering some of London’s most successful developments. Having recently celebrated three years of impressive growth, the firm is now developing and managing over £4 billion worth of assets across 2.7 million sq. ft.
This strategic appointment adds to Valouran’s portfolio of eight other key development sites, including the £1.5 billion transformation of The Whiteley into 139 residences, the UK’s first Six Senses hotel, and 19 commercial tenancies. Further examples include Bishops Avenue Gardens – a 2.5-acre restoration of a heritage asset on The Bishops Avenue – and 60 Curzon, a boutique Mayfair development of 32 private residences with exceptional amenities and destination restaurant, Kiji, where Valouran has increased sales fourfold since their appointment 18 months ago.
image : Julian Abrahams
Valouran
Founded by Alex Michelin and Matthew Robertson, Valouran is a pioneering property developer and placemaker combining passion for design and deep financial expertise with an unrivalled knowledge of the residential market. Using this rare combination of skills, the company delivers best-in-class, sustainable residential developments in central London’s most desirable locations.
Driven by a relentless pursuit for excellence, Valouran creates value by developing not just assets, but buildings of timeless elegance – beautiful homes which enhance the surrounding natural environment, that people will want to live in for a lifetime. www.valouran.com
The Broadway, St. James’s Park Property Development
The Broadway is a landmark mixed-use development featuring 258 premium apartments alongside 116,000 sq. ft. of prime office space and 27,000 sq. ft of retail space, spanning high-end restaurants, cafés, and boutiques. Designed by renowned architectural firm Squire & Partners and set across six buildings, the development occupies a prominent 1 million sq. ft. site in the heart of central London. Providing residents with panoramic views of the city’s most iconic landmarks, including Big Ben, Westminster Abbey, the London Eye and Horse Guards Parade, The Broadway seamlessly blends heritage and connectivity with contemporary urban living.
Website: www.thebroadway.co.uk
Address: The Broadway, St. James’s Park, London, SW1H 0BF, UK
Location: St. James’s Park
The Broadway is located moments from St James’s Park, with the Houses of Parliament, the Palace of Westminster and Buckingham Palace counted as its distinguished neighbours. The development’s proximity to the prestigious neighbourhoods of Mayfair, Belgravia, and Covent Garden provides access to some of the city’s finest dining, world-class shopping and cultural experiences. Effortlessly connecting residents to every corner of the capital, the site is also perfectly served by a selection of key transport links with multiple underground stations each within walking distance.
History & Architecture
Framed by Broadway to the west, Victoria Street to the south and Dacre Street to the east, The Broadway is located on the historic site that was once home to New Scotland Yard. Its six architecturally striking buildings are defined by its modern geometric façade, reflecting the design language of the surrounding neighbourhood and adjacent conservation area. The six blocks – reaching 19 storeys – are comprised of three distinct pairs: Sancy East and West buildings, Cullinan East and West buildings, and Paragon East and West buildings.
Residences & Interiors
The Broadway offers lateral apartments, duplexes, and penthouses, with ceiling heights ranging from 2.7 to 6 metres, each complete with floor-to-ceiling windows that offers spectacular panoramic views. Internally, each home is delivered to the highest specification, featuring wide plank timber floors throughout, Bardiglio Italian marble kitchen worktops, marble bathrooms, Miele and Gaggenau appliances, sophisticated Lutron lighting controls, and integrated Crestron home systems as well as underfloor heating and comfort cooling throughout.
Amenities
Spa & Wellness:
• 25-metre swimming pool
• Vitality pool
• Sauna and steam room
• Fully equipped gym with views to swimming pool
• Two separate personal training studios
• Two treatment rooms
• Changing rooms
Community Facilities:
• Residents lounge
• Screening room
• Meeting rooms
• Games room with table tennis and foosball
• Private landscaped terrace
• 24-hour concierge
• Onsite around-the-clock security
Commercial & Retail
• 116,000 sq. ft. of prime office space rated BREEAM excellent
• 27,000 sq. ft. of retail space
Number of residences | 258
Prices | Starting from £1.6m
Sales agents | Savills and JLL
Lease | 999 years
Asset Management | Valouran
Founded by Alex Michelin and Matthew Robertson, Valouran is a pioneering property developer and placemaker combining passion for design and deep financial expertise with an unrivalled knowledge of the residential market. Using this rare combination of skills, the company delivers best-in-class, sustainable residential developments in central London’s most desirable locations. Driven by a relentless pursuit for excellence, Valouran creates value by developing not just assets, but buildings of timeless elegance – beautiful homes which enhance the surrounding natural environment, that people will want to live in for a lifetime.
Architecture | Squire & Partners
Squire & Partners is an award-winning architecture and design practice with a reputation for creative, considered and commercial design and delivery. The practice brings together a team of designers, developers, entrepreneurs, communicators, innovators, place-makers and crafters. Their international portfolio responds sensitively to the unique heritage and context of each site, carefully considering established street patterns, scale, and proportions to create timeless projects rooted in place and enhanced by history and culture.
At The Broadway, Squire & Partners were responsible for the total design of the 1 million sq. ft. development, encompassing the masterplan, architecture and interiors. The result is a unified design across six buildings, with a cohesive design language and distinctive sense of place.
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Location: St. James’s Market, London SW1H 0BF, England, UK
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