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Q&A with CEO of Apartments for London, Johnny Goldsmith


in Blog

Apartments for London’s CEO Johnny Goldsmith shares his vision for the company and its origins, as well as detail on Apartments for London’s first partner.

  1. What was the inspiration behind Apartments for London?

Apartments for London was born out of the experiences of my children. Seeing them move to London and struggle to afford a reasonable place to live, that was close to work or the attractions that brought them to London, was frustrating. Not just from a parental point of view but being a proud Londoner. Not allowing people to enjoy the city and interact with existing communities, goes against the very nature of London. I wanted to see if there was a different way of approaching the property market to enable this.

  1. How is Apartments for London differing their approach?

We saw an opportunity to work with air-rights but create added value for land owners. Rather than purchasing air rights, which is the more traditional approach, we can lease them from the land owner, meaning they obtain the land.

Our homes will be different too. They’re centred around their communities and integrating residents, as well as excellent design.

  1. Why is design such an important element of the future homes?

We want people to enjoy living in their homes. We’re creating a rental model which needs to appeal to a number of audiences, so a simple, but long-lasting design is really important to us. We’re working with some of the best architects and consultants to ensure our dreams are made reality!

  1. Why did you choose modular construction, rather than more traditional methods?

London needs more housing and needs it quickly. More traditional methods require a high number of workers, something that the UK construction market is struggling with currently, and a long-time frame. Modular construction is on average 35% quicker to develop than traditional methods and a scheme of 100 units can be built in 12 months, post planning consent – which is remarkably quick. Additionally, it uses 50% less resources than traditional construction and offers less disruption for local communities.

Keep an eye on our news pages for more views and opinions from Johnny.

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