The Brief
Innovative Design, Rich in Character
Belmont Property came to us with a development that already had strong foundations. The nine three-bedroom family homes in New Eltham, designed by legendary firm Tony Fretton and delivered by Purcell Architects, were conceived for affluent families seeking craft and longevity over volume new-build. The architecture was considered, with the house façades crafted in Portland stone sourced from Dorset, allowing the development to age gracefully alongside its landscaped surroundings. What Belmont required now was an interior design partner who could work at the same level — and who could carry that quality through from spatial planning to branding.
The ambition was to create homes with soul — interiors that feel classical and eclectic, as though they’ve been there for years. In a market dominated by identikit new-builds, the houses had to feel like something you’d choose to live in.
Our Approach
Spatial Planning & Interior Specification
We began with spatial planning and floor plan optimisation — the foundation of every project we deliver for developers. Working collaboratively with Belmont, we produced three virtual reality show homes, each with a distinct ground-floor layout: one with a separate kitchen, one fully open-plan, and one with a flexible arrangement that allows the kitchen to be closed off from the living space. The winning choice was the layout offering the connection of open-plan living with the option to separate cooking from the rest of the ground floor. First-floor bedrooms and bathrooms followed conventional arrangement, with the primary suite and private rooftop terrace positioned on the second floor to maximise light and create a retreat from family life below.
The interior specification was built on strategic investment — concentrating spend on the elements buyers see and experience daily: kitchens, bathrooms, flooring, hardware. We chose materials for how they perform over time, not just on handover day.
Throughout the ground floor, herringbone oak flooring and cornice detailing were introduced to add architectural interest. The kitchens in deep green with marble-inspired worktops and full-height splashbacks were a deliberate departure from the neutral grey-white palette that dominates new-build. The ground floor WC combined traditional panelling and floral wallpaper with modern pedestal basins — a move that reads as personal and curated.
It’s specification that also supports daily life, with smart home integration and personalised choices. Avande SELECT smart home portals was chosen to give buyers control over audio, lighting, cinema, security, and joinery — including built-in wardrobes for secondary bedrooms — allowing each household to customise their home from move-in.
The Film
Watch the Chapman Collection Film
See how architecture, interior design and branding come together across nine family homes in New Eltham — designed by Tony Fretton, delivered by Purcell Architects, and brought to life by Ademchic for Belmont Property.
From Interior Design to Branded Development
Chapman Collection launches in Summer 2026. The development takes its name from Joseph Thomas Chapman, a prominent figure in New Eltham’s history who lived just a short distance from the site. It’s a fitting reference point — a scheme named for someone rooted in this community, with interiors designed to feel equally grounded.
Ademchic designed the property branding and sales brochure alongside the interiors, creating a cohesive identity — from the material palette in the homes to the way the collection presents itself on paper. Marketing collateral and interiors share a narrative and a material language that distinguishes the collection in a crowded new-build market.
The project is a clear example of how interior design adds value to a residential development. From a design perspective, it reinforces a principle we return to across our residential work: quality positioning doesn’t come from maximalist specification or trend-chasing.
