1 Mayfair
London’s most premium and unique residences
Location:
Client:
Caudwell
Type:
Why?
Insight
Mayfair, London’s most prestigious area, has long attracted the world’s elite. When businessman John Caudwell spotted a 1950s car park amidst the grandeur, he saw an opportunity to build London’s grandest residences. After acquiring the site through Caudwell, his development company, he curated a world-class team to bring this vision to life and BRASH was brought in to lead the brand identity and vision.
" 1 Mayfair is set to become one of the world's most exclusive residential addresses, featuring grand penthouses and townhouses priced at £10,000/sq.ft."
What?
Idea
The vision for Mayfair’s most exclusive residential development was to create London’s most expensive and unique properties, reimagined by global talents like architect Robert A. M. Stern, designer JP Molyneaux, and spa designer Bensley. Partnering with Caudwell, we developed the core brand concept: ‘The Finest Forever,’ defined by royal colors and regal elements. The lighter hues drew from Lapis Lazuli, a precious stone once rivaling gold in value. Its ultramarine pigment, symbolizing opulence, laid the foundation for British Royal Blue. Lapis Lazuli adorned masterpieces by Baroque master Johannes Vermeer and was cherished as a royal gift.
Why?
Impact
1 Mayfair exudes excellence and exclusivity, with grand penthouses, apartments, and townhouses priced at £10,000/sq.ft., alongside luxury amenities like a spa, pool, gym, and library. Its Portland stone façade preserves Mayfair’s heritage, while setting a new global standard for super-prime property. We are proud to partner with Caudwell on this landmark project. With completion in 2025, 1 Mayfair is poised to become one of the most expensive residential addresses in the world. From the website to the stunning renders and mockups, every detail reflects the elite lifestyle that we envisioned when ideating the core concept for 1 Mayfair.
