Clothing designer Bella Freud brings fashion edge to London penthouse 


A change of pace is on the cards for British fashion designer Bella Freud, who will work alongside an architectural firm to create a brand new penthouse at the former headquarters of the BBC in London’s White City.

The 2,300 square foot, three-bedroom duplex within the grade-II listed Helios building will combine Bella’s fashion background with the philosophy of architectural salvage and design company Retrouvius.

Bella’s first foray into interior design will take inspiration from the rich heritage of its location, and offer views of the London skyline beyond the refurbished Helios statue in the Television Centre courtyard.

“I am honoured to be chosen for this unique and inspiring project,” says Bella. “Maria and I have worked together on my homes and my flagship store and I love her amazing sense of proportion and her daring. Working on projects together feels natural and exciting.”

Maria Speake, founder of Retrouvius, adds: “Retrouvius is thrilled to continue our collaboration with Bella Freud — marrying her aesthetic of chic bohemianism with the Retrouvius philosophy of re-use. We are delighted to bring the Retrouvius palette of unique and rare materials to this development of Television Centre: a building rich with layers of history and shared memory and to be involved in its next chapter as a hub and as a home for life in the city.”

Television Centre is at the heart of a £8 billion ten-year regeneration of the wider White City area, which will form a new hub of activity, creativity and academia in west London. The development will welcome independent shops and restaurants from early 2018, including Homeslice, Patty & Bun and a second outpost of Chelsea’s Bluebird Café.

Also set to open in early 2018 is a new Soho House members’ club, 47-bedroom hotel and an Electric Cinema equipped with three theatres. A new purpose-built office building at Television Centre will be home to fashion, technology, media and telecom businesses and will be the new headquarters of The White Company from February 2018.

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