New opening


Loveday Belgravia: a new standard in luxury senior living


Even compared to its existing Central London residences, Loveday has once again raised the bar for luxury care with its latest project: Loveday Belgravia. The Care Home Environment editor Matt Seex attended the official opening of this prestigious new property, and chatted with group property director Paul Blenkinsop about where Loveday & Co might go next


Having opened residences in Kensington, Chelsea, and St John’s Wood (the latter of which – on the world-famous Abbey Road – The Care Home Environment visited for a feature that appeared in our January 2023 issue), spring 2025 saw Loveday unveiling its most ambitious projects to date – Loveday Esher, set in thirteen acres of Surrey countryside (the provider’s first residence outside of Central London), and the prestigious Loveday Belgravia. I was delighted to accept an invitation to the official opening of Loveday Belgravia in March, and eager to find out more about Loveday’s latest. An exclusive residential district in


Central London, Belgravia is located south of Hyde Park and west of Westminster; its southern tip a stone’s throw from the River Thames and Chelsea Bridge. Historically used to graze livestock, the area – known as the ‘Five Fields’ in the Middle Ages, and notorious for the exploits of highwaymen, as well as being a favoured location for duelling – saw much development in the nineteenth century after Parliament granted building rights to the second Marquess of Westminster, Richard Grosvenor. Deriving its name from a village close to the Grosvenor family’s country seat – Belgrave, in Cheshire – the area became known for its grand Victorian terraces and garden squares. Today, as one of the most expensive places to live in the country (and indeed the world), Belgravia is home to numerous embassies, but – somewhat controversially – often not ‘home’ to well- heeled foreigners who have bought up properties only to leave many empty. Developed in partnership with Amazon Property, Loveday Belgravia is located on


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Ebury Bridge Road, next door to the former site of Chelsea Barracks (which, having ceased to be an active barracks in 2008, is currently undergoing extensive residential and commercial development), and occupying – of all things – the site of a former car wash. Indeed, this part of Belgravia is being intensively developed; along with the former barracks and Loveday Belgravia itself, there are numerous new buildings in various states of development and, on the day of the opening, a row of dilapidated shops opposite Loveday Belgravia was on the cusp of being pulled down to make way for more new development.


Champagne and canapés The official opening of Loveday Belgravia saw guests welcomed with a red-carpet reception. Inside, I joined fellow invitees, local dignitaries, and representatives from Loveday & Co and Amazon Property to enjoy a glass or three of champagne, live music, and some delicious canapés (some served chilled from an impressive ice sculpture), including teriyaki chicken skewers fresh from the hibachi grill located on the sunny ground-floor terrace. The occasion was marked by a ribbon-cutting ceremony led by Loveday & Co chairman Laurence Geller, and Loveday Belgravia’s executive general manager Mark Chakravarti. Declaring the residence officially open, Mr Geller spoke movingly about his mission to honour the memory of his parents, both of whom


The official opening saw guests welcomed with a red-carpet reception


lived with dementia, and for whom Mr Geller struggled to find appropriate care – something that clearly weighs heavy on him, and which has become a key motivation for Loveday’s mission to provide the very best in later life living. Consisting of 44 luxurious suites, the


seven-floor, 41,000 sq. ft Loveday Belgravia introduces what Loveday calls ‘a unique concept to the capital: a sophisticated private members’ club for seniors, seamlessly blending world-class hospitality with comprehensive care, including residential, nursing and rehabilitation services’. Developing an approach and ethos honed at its existing residences, Loveday has positioned itself as London’s ‘only senior-living Members Club’, with Members (and Loveday customers are very much ‘Members’ rather than ‘residents’) able to offer ‘a comprehensive suite of wellness services designed to promote vitality and overall health’ where they can enjoy the many benefits of a bespoke combination of care services – from day clubs, extensive leisure activities, and full concierge service, to respite, long-term, and therapeutic care courtesy of Loveday Belgravia’s


www.thecarehomeenvironment.com June 2025


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