The Brief
Three of four townhouses under offer before the keys were handed over
Montpelier-Mews-is our sixteenth project with Luxgrove Homes — a relationship that has developed over years of sustained collaboration and a shared understanding of what design-led development looks like in practice. When Luxgrove acquired a site on one of Ealing’s finest residential streets, the brief was clear: four five-bedroom townhouses that would sit with confidence in their setting and appeal to families who expect both character and contemporary comfort.
Aros Architects designed the original scheme — a contemporary interpretation of the classic London townhouse, with playful proportions and a facade that references the period architecture of the street without imitating it. We engaged from the outset to develop the spatial planning, interior design concept, and complete marketing proposition.
Our Approach
Every Room Resolved Before Construction Began
Spatial planning is where every project begins. At Montpelier Mews, the challenge was distinctive: two front townhouses arranged across three storeys, tighter in plan but with the vertical drama of a traditional London townhouse, and two rear houses with wider, more relaxed footprints that allowed for a different kind of generosity.
On the ground floor of each house, we placed open-plan family living spaces with kitchens anchored by central islands — social, functional spaces apart from quieter rooms for relaxation. The flow between these zones was carefully considered: this is how families actually use a home, and the spatial planning reflects it.
The first floor of each house is given over entirely to the primary suite — a full floor dedicated to a generous bedroom, walk-in storage, and a resolved ensuite. It is a level of commitment to the primary bedroom that we regard as essential in homes of this calibre, and one that immediately distinguishes these townhouses from the competition.
Studies and flexible fifth bedrooms were incorporated into most house types — a quiet acknowledgement that the way families work and live has changed, and that a well-planned home accommodates both.
CGI — open-plan living, dining and kitchen designed as one connected space
A Boutique Specification That Commands Its Price Point
The interior design concept at Montpelier-Mews-is a contemporary classic — a playful modern sensibility layered onto the bones of a traditional townhouse form. It mirrors the approach of the architecture: confident enough to be modern, grounded enough to feel established.
The entrance sets the register immediately. Marble mosaic flooring and carefully detailed covings introduce a sense of craft from the moment of arrival, while rounded wall details and generous proportions ensure the spaces feel expansive rather than decorative. These are the details that distinguish a considered home from a specified one.
Throughout the houses, the material palette balances warmth with precision — natural stone, detailed joinery, and finishes that will age with the building rather than date it. The dark, moody tones of the interiors were developed in dialogue with Luxgrove’s own design sensibility, creating a coherent language that runs from the facade through to the final room.
Marble island detail and bespoke covings — the specification that sets the price point
Kitchen — green cabinetry, marble splashback, fluted island detail
Marketing That Matches What Buyers Actually Receive
We created the complete brand identity for Montpelier Mews — from naming and visual identity through to brochure, hoarding, CGIs, and digital marketing. Because the interiors and the marketing are produced from the same design source, what buyers saw in the brochure was a faithful representation of what they would receive on completion. That consistency is how you build confidence for off-plan reservations.
The CGIs integrated the detailing of the interiors and the developer’s signature aesthetic, giving the marketing a distinctive character that set Montpelier-Mews-apart from the wider Ealing new-build market.
Brochure and site hoarding — designed in-house from the same source as the interiors
The Outcome
Three of four sold before completion
Three of the four townhouses were under offer before practical completion — a commercial outcome that reflects the strength of the design, the marketing, and the sustained relationship between Ademchic and Luxgrove Homes.
Watch the full video case study below to hear from Ademchic, Aros Architects and Luxgrove Homes on the project and the key design principles behind it.
Ademchic, Aros Architects and Luxgrove Homes discuss the project
