Project London Featured in the Luxury Property Forum's Latest Industry Report | PrimeResi
For years, luxury was measured by what a home could showcase.
Today, we’re seeing something very different.
We’re proud to have contributed to the Luxury Property Forum’s latest report, What Do the Wealthiest Want?, bringing together insights from 32 leaders across the luxury property sector. While every expert approached the discussion from a different discipline, there was remarkable agreement on one point: luxury is no longer defined by excess. It’s defined by how a home supports the people who live in it.
At Project London, that’s a conversation we’ve been having for some time.
As Jonathan Mount, Co-Founder and CEO of Project London, shared within the report:
“The definition of luxury has reoriented around life rather than lifestyle. Clients are no longer content with a gym in the basement, they want the whole property to support physical and mental wellbeing, from air quality and natural light to dedicated spaces for movement, recovery and rest.”
That shift is shaping the way we design.
Wellbeing is no longer treated as an additional feature. It’s considered from the very beginning, influencing everything from spatial planning and natural daylight to ventilation, materials and how a home feels throughout the day.
We’re also seeing sustainability become an expectation rather than a differentiator.
As Jonathan continues in the report:
“Sustainability, in turn, has moved decisively from aspiration to standard practice. Solar installations are becoming a default rather than an upgrade, and heat pump systems are now a consideration on virtually every brief, whether client led or driven by local authority requirements, as we saw recently on one of our projects in Marylebone.”
These observations closely reflect the wider conclusions reached by the Forum. Across architecture, design, project management, legal and private advisory services, contributors agreed that today’s luxury clients value intelligent design, trust, discretion and homes that genuinely improve everyday life. Size and status have become secondary to performance, longevity and quality.
For us, that’s exactly where great design begins.
Every project is an opportunity to create a home that feels effortless to live in, while quietly supporting the people who call it home for years to come.
We’re delighted to have contributed to this important industry discussion alongside so many respected voices across the luxury property sector.
If you’re considering a renovation, extension or new build, we’d love to discuss how thoughtful architecture and interior design can create a home that’s designed around the way you truly live.
