A Bella Freud–Designed London Apartment With a Glamorous '70s Vibe Lists For $4.9M

A Bella Freud–Designed London Apartment With a Glamorous '70s Vibe Lists For $4.9M

By Jennifer Baum Lagdameo
This fully-furnished luxury apartment in London’s former BBC Television Centre has elegant retro-infused interiors designed by Bella Freud and Maria Speake.

British fashion designer Bella Freud has collaborated with Maria Speake, co-founder of the British design and salvage mecca Retrouvius, and interior architects Piercy & Company to create Helios 710. The three-bedroom 2,202-square-foot apartment is located in The Helios, a circular Grade II-listed building at Television Centre, which served as the former BBC headquarters in its past life.

Infused with Freud's cool-girl chic and a strong '70s vibe, the interiors reference the rock and roll glamour of Freud's coveted fashion line. The vibrant color palette blends bold shades of green and red, and the rooms are furnished with vintage pieces sourced by Retrouvius. The apartment also features limited-edition rugs and bed coverings inspired by the text on Freud's signature sweaters. 

Artworks include photographs from Lorena Lohr, colorful and subversive plates by Eliza Hopewell, and op-art prints by Jacob Wolff. If $4.9 million seems a bit steep, you can still score the look—all the specially designed pieces will be available to order. Scroll ahead for a look inside. 

The elegant apartment is furnished with vintage pieces sourced by Speake's company Retrouvius. 

The color palette is rich with "angelica green, lipstick red and marigold." The color blocking serves as a dynamic framing device for objects.

The residence was designed by Piercy & Company. It's one of five penthouses in The Helios' "Architect's Series," which invited different architecture studios to design high-end homes.

The open-plan living/dining room features an elegant mix of textures and materials. 

The light-filled kitchen elegantly integrates into the living space. 

A lovely little corner vignette. 

 The apartment sits on two floors and it offers views of the London skyline. 

A rug designed in collaboration with the Rug Company is hung on the wall. 
 Michael Sinclair

Shop the Look
CB2 Black Wire Side Table
Retro lives modern in this wire cage side table design from the bright minds at Berlin-based design studio Hettler.Tüllmann. Inspired by '50s and '60s wire rod furniture, open iron frame powdercoated matte black looks sleek on the patio to perch drinks and magazines.
Menu Collister Table Lamp
The Collister Table Lamp was designed by Soren Rose in 2016. Part of the Tribeca series, the lamps pay homage to the New York City glamour of the late 1930's. This charming table lamp has a black steel base and shade with brass stem and accents. Includes a fade dial on the cord.

The bedspreads and decorative pillows duplicate the text and illustrations found on Freud’s famous knitwear.

A bold black and white bathroom with a graphic leopard print rug. 

Maria Speake and Bella Freud fit right into the retro interiors they have created. 

The ring-shaped building was formerly the BBC Television Center. A refurbished Helios statue stands in the courtyard. 

The fully furnished apartment is now being listed by Strutt & Parker for £3,825,000 (approximately $4,876,339).

Know of a home for sale or rent that should be featured on Dwell.com? Find out how to submit to Dwell.


Get the Real Estate Newsletter

From midcentury classics to the best contemporary spaces for sale, see the latest listings for modern homes on the market around the world.