Property on the Market: Emerson Bainbridge House
Location: Cleveland Street, Fitzrovia, London W1T — in one of central London’s most vibrant, desirable districts. (Rightmove)
Agent & Status:
- The property is being marketed by Watling Real Estate on behalf of the joint administrators of Zeba Properties Ltd. (News on the Block)
- It is listed with offers in excess of £11 million. (Rightmove)
About the Building
Grade II-Listed Heritage:
- Emerson Bainbridge House is a Grade II-listed former institutional building, noted for its original brick and stone Arts & Crafts façade and period architectural details that have been carefully preserved through redevelopment. (News on the Block)
Redevelopment:
- The building has been comprehensively redeveloped into a premium residential block while retaining many of its historical features. (News on the Block)
Accommodation & Features
Housing Composition:
- The freehold property comprises 13 high-quality residential apartments arranged over lower ground, ground and four upper floors. (Rightmove)
- Mix includes two studios, three one-bedroom units and eight two-bedroom apartments. (PropList)
Internal Specification:
- Apartments are designed to a modern, high internal specification with features like under-floor heating, modern kitchens and bathrooms, and air-conditioning. (News on the Block)
- Many units enjoy private outdoor space such as balconies, terraces or patios. (News on the Block)
Size & Performance:
- The building totals approximately 8,285 sq ft (770 sq m). (Rightmove)
- It currently produces a gross passing rent of around £528,000 per annum, making it attractive as an investment. (News on the Block)
Location & Appeal
Fitzrovia’s Character:
- Fitzrovia is known for its blend of historic architecture, independent restaurants, boutiques, creative businesses and village-like character within the West End — highly valued by buyers and investors. (News on the Block)
Connectivity:
- The property benefits from excellent transport links; nearby stations include Goodge Street, Warren Street, Great Portland Street and Tottenham Court Road, providing access across London and via the Elizabeth Line. (Watling Real Estate)
Local Enhancements:
- Recent local developments like Fitzroy Place and Charlotte Street regeneration projects have boosted the neighbourhood’s amenities and visitor appeal. (News on the Block)
Comments from the Marketing Agent
Jamie Lamond, Director at Watling Real Estate London:
- Lamond underscores the blend of historical character and high-end residential conversion in the offering, highlighting the careful restoration work on the façade and key interior details. (News on the Block)
Marketing Events:
- Watling is hosting open days to showcase the property to prospective buyers, reflecting strong interest expected at this price level. (News on the Block)
Investment & Market Context
Prime Central London:
- A freehold institutional-turned-residential block in Grade II-listed form is relatively rare in Fitzrovia, which supports both core residential demand and institutional investment interest. (Rightmove)
Rental Income:
- With a passing rent of over £500 k per year, the property appeals to buy-to-let investors and portfolio holders targeting stable income and long-term capital preservation in a prime London location. (News on the Block)
Neighbourhood Price Dynamics:
- Fitzrovia remains a sought-after central London market despite broader economic headwinds, with demand supported by domestic and international buyers looking for character properties in Zone 1. (Prime Collection)
Summary
| Feature | Detail |
|---|---|
| Asset | Emerson Bainbridge House, Grade II-listed apartment block |
| Agent | Watling Real Estate |
| Guide Price | Offers in excess of £11 million |
| Units | 13 apartments — mix of studios, 1-bed, and 2-bed units |
| Income | Approx. £528k gross passing rent |
| Location | Fitzrovia, central London, W1T |
| Appeal | Historic architecture + high-spec residential conversion |
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Here are the case details and key comments on **Watling Real Estate marketing a Grade II‑listed Fitzrovia apartment block — Emerson Bainbridge House — for offers in excess of £11 million — including property specifics, context, and agent commentary: (News on the Block)
Property Case: Emerson Bainbridge House
Overview
- Emerson Bainbridge House is a Grade II‑listed former institutional building located on Cleveland Street in Fitzrovia, London (W1T) — a highly desirable central London district known for period architecture, independent boutiques and vibrant local culture. (News on the Block)
- The property is being marketed by Watling Real Estate with offers invited in excess of £11,000,000 for the freehold interest. (Watling Real Estate)
Building & Conversion Details
- The building has been comprehensively redeveloped into a high‑quality residential investment while preserving its original brick and stone façade in the Arts & Crafts style. (News on the Block)
- It comprises 13 residential apartments across lower ground, ground and four upper floors, with a mix of:
- Two studios
- Three one‑bedroom apartments
- Eight two‑bedroom apartments
All units have modern kitchens and bathrooms, under‑floor heating, air‑conditioning and private outdoor spaces (balconies/terraces/patios). (News on the Block)
- The building totals about 8,285 sq ft and benefits from a gross passing rent of £528,000 per annum, making it attractive as a tenanted investment. (Watling Real Estate)
Location & Appeal
- Fitzrovia is in Zone 1 of central London with excellent transport links and proximity to Oxford Street, Regent’s Park and Marylebone. (Watling Real Estate)
- The neighbourhood remains a resilient prime central London market, with strong demand for period properties combining historic character with contemporary living. (Prime Collection)
Comments from the Agent
Jamie Lamond, Director of Watling Real Estate’s London office, provided direct commentary on the marketing of the property:
“Emerson Bainbridge House is a Grade II listed former institutional building … The property has been comprehensively redeveloped to provide 13 high quality residential apartments … retaining the original brick and stone façade characteristic of the Arts & Crafts architectural style, with many internal period features carefully restored.” (News on the Block)
This comment highlights:
- The architectural heritage preserved in the redevelopment — a key selling point for buyers and investors.
- The quality and specification of modern conversions, blending historical features with contemporary interiors.
Open Days & Marketing Push
- Watling is hosting open day events (e.g., in mid‑December and early 2026) to showcase the property to prospective investors and purchasers, reflecting a strategic marketing effort in the prime London market. (News on the Block)
Why This Case Matters
Heritage Meets Investment
- Grade II‑listed conversions are relatively rare and often command a premium price because they merge historic architecture with modern residential living — appealing to both owner‑occupiers and high‑net‑worth investors. (Watling Real Estate)
Central London Market Context
- Fitzrovia’s property market continues to show resilience with sustained interest from domestic and international buyers, especially for high‑spec, character‑rich buildings over standard new builds. (Prime Collection)
- Blocks like Emerson Bainbridge House — fully let with a strong passing rent — are particularly sought after as income‑producing investments in prime central London. (Watling Real Estate)
Preservation and Specification
- The restoration of period façades and internal features alongside modern luxury fittings supports strong buyer appeal — balancing heritage with contemporary demand. (Watling Real Estate)
Summary of Key Details
| Feature | Detail |
|---|---|
| Property | Emerson Bainbridge House, Grade II‑listed apartment block |
| Agent | Watling Real Estate |
| Guide Price | Offers in excess of £11,000,000 |
| Units | 13 apartments (mix of studios, 1‑beds, 2‑beds) |
| Size | ~8,285 sq ft |
| Income | ~£528,000 pa gross passing rent |
| Location | Fitzrovia, Zone 1, central London |
| Development Type | Heritage conversion with high‑spec finishes |