Arada launches 100 Avenue Road in Swiss Cottage as first London residential project
Development brings UAE design vision to one of British capital’s prime residential corridors
LONDON – Arada has entered the London residential market with the pre-launch of 100 Avenue Road in Swiss Cottage, North West London.
The development is located a short distance from Regent’s Park and Hampstead Heath, placing it within one of the capital’s most established residential districts. Construction of the 172-apartment tower is already underway, with completion expected in the fourth quarter of 2028.
The project marks Arada’s first London venture following its acquisition of Regal, now rebranded as Arada London, in September 2025.
Prime location
Positioned in NW3, 100 Avenue Road sits amid Swiss Cottage, Hampstead, St John’s Wood and Belsize Park. The building is set to become the tallest residential structure in this cluster of neighbourhoods.
Residents will be within easy reach of Hampstead Village, known for its cultural and literary heritage, as well as Primrose Hill, which offers sweeping views across the city skyline. Lord’s Cricket Ground, one of the most iconic sporting venues in the UK, is also nearby, adding to the area’s diverse urban character.
Design
The development combines Arada’s contemporary design approach with Regal’s established experience in delivering homes across London. It aims to integrate upscale lifestyle features with modern urban living standards, reflecting a blend of UAE-inspired architectural ambition and British residential expertise. The project is designed to appeal to buyers seeking long-term value in a tightly held and highly connected neighbourhood.
According to Arada Group CEO Ahmed Alkhoshaibi, opportunities to acquire homes in such established London locations are increasingly limited. He noted that developments of this scale are rare in the area, where capital preservation and lifestyle appeal remain key drivers of demand.
Arada London now manages a pipeline of more than 17,000 homes across the capital, spanning residential, student accommodation, workspace and regeneration schemes, with operations covering development, construction, design and asset management.