UAE-headquartered master developer Arada has commenced the pre-launch phase of 100 Avenue Road, a landmark residential development in the prestigious Swiss Cottage district of North West London, marking the company’s first project in the UK capital following its acquisition of London-based developer Regal—now operating as Arada London—in September 2025.
Located in the highly sought-after NW3 postcode, the development occupies a prime position between some of London’s most desirable and well-established neighbourhoods, including Hampstead, St John’s Wood, Belsize Park and Primrose Hill. Residents will benefit from close proximity to the green open spaces of Regent’s Park and Hampstead Heath, as well as easy access to a range of cultural, retail and leisure destinations.
Construction of the 172-apartment development is already under way, with completion scheduled for the fourth quarter of 2028. Designed to redefine contemporary urban living, 100 Avenue Road combines Arada’s experience in delivering lifestyle-focused communities in the UAE with Arada London’s extensive expertise in developing high-quality residential projects across the British capital.
The development will offer a collection of thoughtfully designed residences featuring modern architecture, premium finishes and a range of lifestyle amenities aimed at enhancing residents’ living experience. The project is set to become a prominent new landmark in the area and is currently the tallest building within the Swiss Cottage, Hampstead, St John’s Wood and Belsize Park district.
Its strategic location places residents within easy reach of several of London’s most iconic destinations. Nearby attractions include Hampstead Village, celebrated for its rich literary and artistic heritage; Primrose Hill, famous for its sweeping panoramic views of the London skyline; and the historic Lord’s Cricket Ground, one of the world’s most renowned sporting venues. The surrounding area is known for its vibrant and cosmopolitan community, attracting professionals, families and international residents alike.
Commenting on the launch, Ahmed Alkhoshaibi, Group Chief Executive Officer of Arada, said that opportunities to acquire homes in established London neighbourhoods of this scale have become increasingly rare. He highlighted the development’s unique combination of location, design excellence and lifestyle amenities, describing 100 Avenue Road as a project that embodies Arada’s vision of creating exceptional residential destinations with strong long-term appeal for both homeowners and investors.
The launch further strengthens Arada’s international growth strategy and reinforces its commitment to expanding into key global real estate markets. Through Arada London, the company aims to deliver sustainable, design-led developments that meet the evolving needs of modern urban residents.
Arada London is currently one of the capital’s leading mixed-use developers, with a development pipeline exceeding 17,000 homes. The company’s portfolio spans residential communities, student accommodation, workspace developments and large-scale regeneration projects. Operating across the entire real estate lifecycle—from planning and development to construction, design and asset management—Arada London remains focused on delivering high-quality, sustainable homes tailored to contemporary city living.
