The_Guardian_-_2016-12-29

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| Next | Section Menu | Main Menu | Previous | London Snow cabins and jungle showers: the latest perks of a luxury London flat Developers are offering novel attractions to would-be buyers as demand for the most expensive new homes takes a plunge Snow Paradise at the K West hotel in London, a similar attraction to that being offered to luxury flat buyers. Photograph: Anna Batchelor/Handout Robert Booth Wednesday 28 December 2016 13.59 GMT Last modified on Wednesday 28 December 2016 22.00 GMT It was once thought to be enough to offer basement gyms and bowler-hatted concierges as a lure for the property-buying global elite. But now potential purchasers of £23m flats overlooking the Thames in London are being offered access to their own “snow cabin”, where they can unwind from the rigours of the capital’s social scene among artificial white drifts. This frosty cousin of the sauna is being offered to buyers of apartments at One Blackfriars, a 50- storey tower with views across to St Paul’s Cathedral. It is one of several novel attractions to lure
would-be purchasers to the tower, including a “rainforest shower experience” involving a dousing to the sounds of the jungle, a virtual golf course with a whisky bar, a wine tasting room, a hot stone massage parlour and a 20-seat cinema. UK housing market: what to expect in 2017 Read more The perks are being offered as demand for the most expensive new homes in the capital falls dramatically, forcing some developers and estate agents to look for novel ways to encourage sales. Nine newly built homes worth more than £5m were sold in the six months to October, down 83% on the same period in 2015, according to analysis of Land Registry data published earlier this month by property investment company LCP. Increases in stamp duty announced by the former chancellor George Osborne and the uncertainty of Brexit have been blamed. A Chinese developer in Battersea’s Nine Elms area, where there is a glut of newbuild luxury apartments, is promising that staff will turn down buyers’ bedsheets at night, while a rival is offering membership of a private club complete with a rooftop orangery and transparent swimming pool that spans two towers. Marketing staff for the Blackfriars tower believe the snow facility will contribute to a “five-star hotel experience”. A similar attraction, Snow Paradise at the K West hotel in Shepherd’s Bush, west London, consists of a 2m squared cave-like room kept at -15C (5F), with snow pumped into it from a machine that uses air and water. Natalia Rakowska, a marketing manager at K West, said: “It’s like Narnia. You rub your snow into your skin and it feels amazing.” While no affordable housing is being built on the prime site at Blackfriars – the developers have made a £29m contribution to the construction of homes elsewhere in the borough – little expense is being spared on attractions for residents. As well as the snow cabin and rainforest shower, apartment owners will also have access to more standard facilities: a 20-metre swimming pool, a sauna, a steam room, valet parking and a 24-hour concierge provided by Harrods. The first residents are due to move in in 2018. Tom Copley, Labour’s housing spokesman on the London assembly, said: “These kinds of additions are vastly beyond the reach of most of the people we need to house in London. We need to be building homes that people can actually afford to live in. “If you juxtapose the image of the snow room or the jungle shower with the rising number of people sleeping on the streets and in housing need, it paints a very uncomfortable picture of the inequality that exists in London.”
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