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A historic site in London’s St John’s Wood neighborhood, which served as military barracks for two centuries, is being transformed into a luxury residential development seeking to attract international buyers, including those from Saudi Arabia and the wider Gulf. St John’s Wood Square, a 5.5-acre development in north London, will comprise 120 residences surrounded by 2.6 acres of landscaped gardens, combining historic architecture with contemporary living, privacy and security. **media[2786889]** For Executive Chairman Sir George Iacobescu, who previously led the development of Canary Wharf, one of the world’s most important financial and commercial, and has worked on major projects in Saudi Arabia, the ambition extends beyond creating another luxury address. “We are not selling bricks and mortar; we are creating a lifestyle,” he told Saudi Gazette.Sir George said the project aims to offer something increasingly difficult to find in central London: substantial living space, privacy and a sense of community. “Ultimately, we wanted to create homes that people would choose to live in for the long term, rather than simply own as an asset,” he said. **media[2786885]** Saudi experience shapes approach to heritageSir George’s experience serving on several projects in the region has influenced his approach to developments combining historical preservation with modern ambitions. Describing Al Ula and Diriyah as among the most meaningful sites, he praised the transformation underway and the hospitality and professionalism of the people he encountered. “I have seen Alula’s transformation from a quiet, sleeping beauty into one of the most desirable places you can be. But most importantly, I fell in love with the people there,” he said. Those experiences, he said, reinforced the importance of preserving a place’s identity while allowing it to evolve. **media[2786884,2786895]** “Respecting and preserving a place’s history and cultural identity is fundamental to creating developments that stand the test of time,” he said. At St John’s Wood Square, that philosophy is reflected in the restoration of the Grade II-listed Riding School, built in 1825, which is being repurposed as a private residents’ club. The former barracks hosted generations of British military personnel and royal visits, including those of King George VI and Queen Elizabeth II, before the King’s Troop, Royal Horse Artillery, relocated in 2012. Sir George said the restoration involved replacing more than 90,000 defective bricks, along with slate tiles and ceiling beams, and repairing the clock tower. The site’s military heritage is also reflected in new street names, including King George VI Avenue, King’s Terrace, Riding School Place and Troop Lines. Security and privacy at the centre of GCC appealResearch cited by the development’s leadership found that 56 percent of surveyed prospective buyers in Saudi Arabia and the UAE identified security services as one of the most appealing residential amenities. Gareth Stow, Chief Executive Officer of St John’s Wood Square, said safety and privacy were central to the project’s design, which incorporates secure underground drop-offs, private entrances, gardens and round-the-clock security. “For many international buyers, and particularly for families considering a home in London, security is paramount,” Stow said. **media[2786892]** Sir George similarly identified space, privacy and quality of living as priorities for affluent Saudi buyers. “For many Saudi families, a London residence is about more than just property ownership; it is about having a place to spend time together,” he said. St John’s Wood offers GCC residents a quieter, more private setting with easy access to London’s popular shopping and leisure destinations, including Mayfair, Marylebone and the West End, as well as leading schools, hospitals and green spaces. GCC buyers look beyond property investmentTom Mann, Director of Sales, Leasing and Marketing at St John’s Wood Square, cited research indicating that among surveyed prospective buyers from Saudi Arabia and the UAE already interested in purchasing UK residential property, 63 percent were looking to buy immediately or within the next 12 months. Beyond security, Mann identified wellness, leisure and access to private facilities as important considerations for prospective GCC buyers. The development will offer more than 40,000 sq ft of amenities, including a wellness centre, spa, swimming pool, fitness studios, multi-sport court, private dining room, business facilities and children’s play areas. Mann said Gulf buyers may also seek properties serving several purposes beyond investment. “For many GCC buyers, a home can serve several purposes: a long-term investment, a base for family visits, and a place to establish deeper ties to the city through education, business and lifestyle,” he said. The development’s newly unveiled three-bedroom show residence, designed by British interior designer Portia Fox, measures 3,220 sq ft and is priced at £14.895 million, excluding furniture, fixtures and equipment. **media[2786890,2786891]** Mann said St John’s Wood offers a quieter, more private alternative to established luxury districts such as Mayfair and Knightsbridge, particularly for family living. Sustainability designed for the long termThe development also emphasizes environmental sustainability and longevity, incorporating an electrically led energy system with air-source heat pumps, rainwater collection, greywater reuse and water-saving systems. Electric vehicle charging will be available at every parking space, while landscaped areas are designed to support biodiversity and adapt to changing climatic conditions. **media[2786897]** Sir George said particular attention had been given to selecting durable construction materials and climate-resilient plant species. Stow said the long-term approach also extends to health and wellbeing, with partnerships being developed to provide medical concierge services and other healthcare initiatives. Creating homes rather than showpiecesThe development’s philosophy centers on creating “homes, not houses,” combining generous living spaces with private amenities and gardens designed for family life. “Exceptional luxury should never come at the expense of beauty, warmth, comfort or practicality – it should enhance everyday life,” Sir George said. Setting aside 2.6 acres for landscaped gardens was a deliberate choice, Stow said, one that prioritizes generously proportioned residences and complete privacy over maximizing the number of homes. Designed by landscape architect Andy Sturgeon, the gardens will offer spaces for relaxation, recreation and social interaction. For Sir George, the ultimate measure of luxury is not simply appearance but the experience of living in a home. “For me, true luxury is not about creating a space that simply looks impressive; it is about creating an environment that feels effortless to live in,” he said. **media[2786887]****media[2786886]****media[2786893]**
