New opening
24-hour clinical team – to best suit their needs. At Loveday Belgravia, Members can take advantage of everything from a cocktail lounge, art studio, hair and beauty salon, luxurious lounges, rooftop terrace and balconies, to a state-of-the-art gym complete with a hydrotherapy treadmill designed for rehabilitative care. Furthermore, Founding Members – the
first five people to sign on the dotted line at Loveday Belgravia – will enjoy some additional perks, including special plaques and a specially-created cocktail named in their honour.
An oasis of calm I was kindly given a tour of Loveday Belgravia by Janice Hawkins, Loveday & Co’s director of sales, who is rightly very proud of what Loveday has achieved with its latest residence.
From the minute you enter Loveday
Belgravia, you are left with no doubt that this is very much a high-end proposition. Indeed, it is very hard to square the residence with any pre-existing concept of a ‘care home’. Rather, Loveday Belgravia looks and feels like a luxury Central London residence or hotel, with finish and furnishings to match. It is very clear that Loveday and partners Amazon Property have spared no expense on this flagship project.
Despite the building work going on outside its walls, Loveday Belgravia feels like an oasis of calm, with the sounds of construction fading away as soon as one steps inside into the reception and bar and the communal spaces beyond. A private dining room is available for Members to use – according to Janice, in keeping with Loveday’s ‘private members’ club’ approach,
Loveday Belgravia introduces a unique concept to the capital
some Members are still very much active in their business activities, and so will require such spaces in which to conduct private meetings.
Suites at Loveday Belgravia are spacious and airy, with even the ‘standard’ suites an impressive size. Each room benefits from a luxurious en suite bathroom, complete with gold-coloured fixtures and fittings. Built-in acoustic monitoring offers a discrete safety solution should Members require it. Larger suites enjoy a greater footprint
still, as well as balconies – some of which overlook the former Chelsea Barracks site. Standing on one of these on what proved to be a warm and sunny day, I could see across the rooftops to, in one direction, the spire of the historic Church of St Barnabas, and, in the other, the River Thames twinkling through a colonnade of trees beyond the barracks.
On the basement level, as well as the
well-appointed gym and spa, a volunteer gamely demonstrated Loveday Belgravia’s hydrotherapy treadmill, which is best described as a tank of water fitted with a treadmill, and which will form a key part of the residence’s rehabilitation and therapeutic offerings.
Enhancing the interior design A couple of weeks after the official opening, I caught up with Loveday & Co’s group property director Paul Blenkinsop and asked him about the choice of location for Loveday Belgravia, the planning and construction process, and Loveday & Co’s fruitful collaboration with Amazon Property. Paul revealed that, as Belgravia was a sought-after location for Loveday, the site of the former car wash (and, before that, a petrol station) was simply too good to pass up, with Loveday and Amazon purchasing it despite the site not yet having planning permission for C2 (i.e. residential) use. “We bought it at risk, which is something
we try and avoid,” Paul tells me, “but because we knew of the Chelsea Barracks residential
June 2025
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