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Investing in Prime Central London: the 4 Best Areas

Investors, and in particular foreign investors, are drawn to prime central London because properties in these areas are considered safe long-term options.

The prime central London property market is known for its grand Georgian freehold houses and luxury penthouses – many of which Callender Howorth has assisted in bringing to life with luxury interior design – but there are many more property types that make investment possible without spending millions.

Best investment areas in prime central London

London estate agent Foxtons has seen a fall in the number of people in prime central London who go on to live in the property they buy, and is increasingly dealing with international buyers who are looking to invest in London’s robust property market for long-term financial security – or because they are buying for their children.

Compared to other property markets around the world, London remains one of the best for investors who are looking for a constant stream of tenants and strong capital growth. According to the latest Foxtons London Lettings Report, capital growth in Zone 1 has increased by over 125% in the last 10 years, which is much more than in zones 2-6.

Here, we talk you through the best areas in prime central London in which to invest.

South Kensington

Why? A constant stream of tenants.

Areas such as South Kensington and Chelsea remain some of the most fashionable in prime central London and are considered safe options when it comes to property investment.

Boasting a strong cultural and historical identity, South Kensington is particularly popular with buy-to-let investors who take advantage of the tourist and student markets in the area.

Tourists visiting the area on a short-term basis seek easy access to the museums on Exhibition Road, the Royal Albert Hall and Hyde Park. South Kensington also has a number of educational institutions, which creates a large pool of student renters who are looking for nearby accommodation.

With a constant stream of tenants looking for homes in the short and long term, South Kensington is fruitful for investors who can take advantage of reduced void periods and a high number of short-term rental opportunities to maximize their rental income.

property for sale in south kensington


Why? Highest rental values.

If you want to receive the highest rental income from your property each month, Mayfair is a sound choice. According to Foxtons current rental price data, the average rent for a property in Mayfair is £651 a week.

Mayfair, alongside Knightsbridge, is the most exclusive part of prime central London, which ensures there will always be demand for rental properties in the area from high paying clients. While property prices according to the Land Registry HPI Index are much higher than the London average of £629,270, so are rental values.

If you are looking to invest in a property in an area that will give you a healthy rental income each month, and one that is in high demand from tenants because of its upmarket restaurants and retail outlets, Mayfair is the best place to invest.

property for sale in Mayfair

Nine Elms

Why? Regeneration.

The Nine Elms area is one of the biggest redevelopment schemes in London at the moment, with new homes, shopping centres, the US Embassy and Apple’s new UK headquarters being rehomed in the shadow of the Grade II-listed power station.

While properties within the power station are higher in price, there are more affordable properties for sale in the new developments surrounding the site that are fantastic investment options.

With regeneration projects making the area almost unrecognisable, once the building work is complete, Nine Elms is set to become an important leisure and recreation hub, as well as an important commuter hotspot with the introduction of two new underground stations.

The reinvention of New Covent Garden Market as a public, as well as a wholesale market, is one example of how the area is moving towards becoming more residential and one of the most desirable places to live in London south of the river.


Why? Cheaper properties.

The areas to the north of Hyde Park, such as Bayswater and Paddington, are notable for their affordable property prices compared to those in the neighbourhoods south of Hyde Park.

With the housing stock consisting mainly of apartments, rather than houses, there is also a greater mix of residential architecture in Bayswater and more choice when it comes to properties to purchase below £1 million.

Similarly, the roads around Paddington Station offer a selection of homes that are priced from around £350,000 for a studio, £450,000 for a one bedroom flat and £550,000 for two bedrooms, which will achieve a healthy rental income.

Past and present regeneration projects also make Paddington the most developed area in the City of Westminster, which has catapulted its popularity with investors and resident buyers alike.

property for sale in bayswater

Callender Howorth offers all manner of interior design services, with a specialist knowledge of the areas in prime central London. Get in touch with a member of the design team to discuss your project.

The 4 Best Areas in Which to Invest in Prime Central London

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Callender Howorth Scoops Service Award from Houzz

houzz award luxury interior design

It is with great pride that we can announce that Callender Howorth was awarded the ‘Best of Houzz 2017′ award for client satisfaction. Houzz is the internet’s leading platform for home design; over 40 million users worldwide access the website monthly, browsing inspiration for the design of every conceivable aspect of the home, from kitchens to home cinemas and wine cellars. The latest award, which is voted by Houzz users, builds on our already celebrated reputation amongst the Houzz community: not only are we recommended as a top supplier on Houzz, but we have also been recognised as a Houzz influencer – meaning that our knowledge and advice is highly valued by the Houzz community – and our photos have been added to users’ ideabooks over 25,000 times.

Split into three categories – design, customer service and photography – the Houzz Awards are presented with the aim of crediting the best home designers in the industry. Customer service honours are based on several factors, including the number and quality of client reviews a professional received in 2016. There are numerous awards in each category for each region of the country. The winners of each award benefit from a ‘Best of Houzz’ icon on their Houzz profile, and the benefit of a community-voted stamp of recognition.

“We’re delighted to receive recognition from the Houzz community,” commented Mark Howorth, Owner of Callender Howorth. “Houzz really has captured the inspiration behind interior design and become one of the industries ‘buzz words’ almost overnight.”

“We’re so pleased to award Best of Houzz 2017 to this incredible group of talented and customer-focused professionals, including Callender Howorth,” said Andrew Small, Managing Director of Houzz UK and Ireland. “Each of these businesses was singled out for recognition by our community of homeowners and design enthusiasts for helping to turn their home improvement dreams into reality.”


Get in touch with the dedicated team at Callender Howorth to find out how we can help you to transform your home.

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Job Opportunity: Middleweight FF&E Designer-up to 34k/Year

callender howorth interior design team

A position has arisen for a creative FF&E designer to join our small and busy high-end luxury interior design studio in London Bridge.

The ideal candidate will embrace the chance to translate a brief into an FF&E concept and take it through to install and completion. With the budget in mind, you will be expected to liaise directly with the client for approvals and hold a strong relationship with the rest of the team and suppliers to ensure that projects are run efficiently and to very high standards.

Celebrating our exciting 20th year in the industry, the candidate will also be involved in a rebranding exercise by organising and leading on photoshoots and developing our internal systems alongside the studio’s management team.

Key day-to-day tasks of the Residential FF&E Interior Designer include:

  • Lead initial concept meetings on projects assigned
  • Provide information and make suggestions on availability of suitable FF&E as required
  • Create boards/layout plans, attend meetings, present FF&E concepts to clients
  • Work with designers to prepare full FF&E schedules and cost all FF&E specifications
  • Research interior elements, materials and suppliers – call suppliers and obtain quotes
  • Prepare spreadsheets outlining all costs and gain approval from Directors and clients
  • Oversee purchase orders, specification sheets and control books for all requirements
  • Negotiate, co-ordinate and liaise with suppliers to ensure that all specifications and deliveries are being met on time and on budget, and to the best possible quality
  • Generate solutions and alternatives as problems arise and seek necessary approval
  • Liaise and negotiate with suppliers throughout the procurement of FF&E
  • Ensure regular and open communication with internal and external teams and suppliers
  • Co-ordinate receipt, delivery and installation of all FF&E
  • Ensure all FF&E specifications are delivered to site as scheduled
  • Assist in final stages of the project, ensuring that all FF&E, accessories and styling requirements are met
  • Oversee professional photography
  • Set up new trade accounts
  • Maintain existing, & develop new, relationships with suppliers and manufacturers
  • Ensure that the various project, supplier and purchasing schedules are maintained and regularly updated
  • Ensure that the FF&E library/sample area is managed and maintained
  • Assist with any ad hoc FF&E issues as they arise
  • Organise and participate in meetings where required

Key attributes of the Residential FF&E Interior Designer include:

  • Confident and articulate
  • Organised and efficient
  • Persistent and assertive
  • Results focused and deadline driven
  • Enjoys working in a busy environment
  • Keen eye for detail
  • Minimum 3 years experience
  • Able to work under pressure
  • Self motivated, creative and initiative
  • Knowledge of product and materials, suppliers design trends in the industry
  • General knowledge of interior architecture with the ability to read and understand technical drawings including furniture shop drawings
  • Excellent written and oral communication skills
  • Good with budgeting and time management
  • Ability to multi task
  • Software- Microsoft Excel, Word, Adobe InDesign & Photoshop
  • Vectorworks is an advantage
  • Mac Experience (preferable)

Prospective applicants should forward enquiries and CVs to

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The Truly Unique Regents Park Project

At Callender Howorth, we are always looking for ways to challenge ourselves and deliver luxury designs that are truly unique. We were excited to undertake the Regents Park Project: the complete renovation of three mews houses into one chic residence. The ultra-contemporary house is located on a scenic cobbled Mews, which is near Regents Park. The modern house now offers unique features that exemplify Callender Howorth’s creative diversity and ability to deliver the unexpected.


Custom fittings, which give each room a personalized feel, adorn the house in the latest gadgetry and create a stylised identity. The Custom Gull wing windows, for example, open automatically and allow a lot of natural light to permeate every corner of the home, giving it a feel of relaxation during the day. At night, the windows reveal a magical view of the surrounding area, filling the home with a myriad of lights, as well as revealing the starry sky. It also duplicates an image of the property to evoke a spacious feel. Such fittings were chosen with precision to allow them to blend seamlessly with the existing structure of the home.


The Regents Park Project features state of the art technology to accentuate the unique personality that we have created. Custom lighting is controlled from a central point and can be switched easily to create mood in a given room.


A lengthy swimming pool – a unique commodity, which is unusual in a London property and really sets this project apart – runs the length of the property, and can be dived into from the master bedroom on the first floor. It is visible from the entrance to the property and creates a focal point throughout the living space. The master bedroom also looks out over the entire property.


The open-plan layout magnificently maximises the space in this property. We used lots of glass and white surfaces to give a minimalist feel, while optimising airiness.

Specialist London interior designers, Callender Howorth excels in providing dynamic, creative designs that deliver versatile solutions. To sample the amazing Regents Park Project, contact our team to arrange a visit to the location and experience luxury at its best.

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Eichholtz Attends the Maison & Objet Paris Trade Show

Eichholtz is a name that has long been at the forefront of luxury interior design. A regular fixture in many of the world’s premier hotels and fashionable homes, their collection of furniture, lighting and accessories crosses many styles – from the ultra glamorous, luxe look to chic heritage and many more. This vast and eclectic gathering is borne from founder Theo Eichholtz’s philosophy of creating perfect ambience within a space, all influenced from his travels to the world’s finest museums and galleries. Together with his team of designers, Eichholtz deftly applies this unique philosophy to every piece of furniture his brand creates, time and time and time again. (more…)

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Callender Howorth Named as Finalist for International Award

When our passion for designing fabulous, luxury interiors and realising our clients’ visions rank above all else, it is easy to forget about receiving recognition. At Callender Howorth, we pride ourselves on being able to provide quality, multi-discipline interiors for luxury homes – be it building, designing or styling spaces. But we also take great pride in being recognised by our peers for our high-quality work.Interior Design London

The SBID International Design Awards is an extremely prestigious establishment to be connected with and one that we hold with high esteem. It is a great honour to announce that we have been attributed with a finalist spot for the Global Interior Design award.

Callender Howorth International Award

With voting coming exclusively from leading industry experts, both for technical content and aesthetic creativity, the privilege of being involved with this year’s event is extremely complimentary. The panel alone included some incredibly esteemed judges such as Lewis Carnie, Head of Programmes of BBC; Sir Michael Dixon, Director of the Natural History Museum; Kevin Mau, Senior Creative Director at The Boeing Company; Ben McOwen Wilson, Director of YouTube EMEA; David Lewis, Managing Director of Sunseeker London; and Jane Preston, Facilities Manager UK, Real Estate & Workplace Services, Google.Interior Design London

With such a culturally influential panel you can understand why we were thrilled with the beautiful Mayfair Mews House becoming a finalist in the ‘Residential Project under £1m’ category; we can’t be prouder of this wonderful project. Set across three floors, it uses bespoke features and modern touches to create a high level of personality, fun and, above all else, a beautiful space.

Interior Design London

Neatly tucked away behind Marylebone High Street in beautiful London is this gorgeous mews house. Forget Victoriana expectations, find vast spaces bathed in light with large, bespoke walls and huge windows, which completely open to the encompassed courtyard.

Integral to the architectural plan was the gutting of the top floor. This allowed us to create one very large Master bedroom with a spacious dressing room (complete with bar area) and en suite. Add to this the coloured walls and expansive stairwell and the design starts to really sing a luxurious song.

Interior Design London

This project was favourable with the Callender Howorth team, not least because we got to complete the idea by helping the client style the property with some impressive art, but because it allowed us to help create a fabulous show-stopping space, which is perfect for entertaining.

Modernity and uncomplicated British style permeate the space – think James Bond’s martini glass. A complete piece of classic design: still timelessly modern and effortlessly stylish. To be able to twin our passion with our craft is a true pleasure, and to be recognised as an influential force in the industry is an even greater thrill. We hope to see you at the SBID awards next year!

Callender Howorth International Award

Sample our extensive interior design projects in Marylebone and beyond and please do not hesitate to contact the team should you have any enquiries.

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Introducing ‘The Insider’ – Interior Designers Callender Howorth’s New Blog

Welcome to ‘The Insider’, Callender Howorth’s  new interior design resource.


London based interior designers Callender Howorth are passionate about creating stunningly beautiful residences and commercial spaces. In order to share some of the experience and knowledge we’ve gained over the years we are excited to announce our new project, ‘The Salon’.

“What is The Callender Howorth Salon?” We shall hold you in suspense no longer dear readers…

The Callender Howorth ‘Salon’ is more than a blog. It is an informative resource centre for all aspects of excellent interior design practice, including architecture, project management and interior styling. We love what we do. Through ‘The Salon’, we hope to explain some interior designers’ secrets, inspire new ideas and explore the future possibilities of interior design.

In ‘The Salon’ we shall, of course, be keeping you informed of all the latest Callender Howorth news. However, we will be doing so much more. We’ll be keeping you up to date with the latest developments, trends and innovations in interior design and related fields such as art and architecture. We’ll be providing reports from exclusive interior design shows and interior design trade exhibitions we visit around the world.

Whilst great design is vital, the importance of strong project management and a highly knowledgeable contractor is crucial for any Callender Howorth interior design project. This is an area that our interior designers at Callender Howorth excel at. Here in ‘The Salon’ we shall be discussing examples of some recent build projects we’ve managed and, where possible, we’ll be providing some tips that can help you prepare when planning your next interior design or construction project.

We’ll be posting weekly, so come back soon for some informative and, hopefully fun insider tips on interior design and project management from the Callender Howorth Salon.

Callender Howorth is an interior design studio in Clerkenwell, Farringdon, East London. Our team of London based interior designers  specialise in beautiful interior design, architecture and efficient project management for living spaces and office environments.