The Rosemont

Luxgrove Homes appointed Ademchic to design and market The Rosemont — a development of seven two-bedroom apartments and three five-bedroom houses in the leafy suburb of Acton, in the West London borough of Ealing. The brief was rooted in a design language that Luxgrove and Ademchic have refined across multiple collaborations: classical detailing, executed with precision, within a contemporary framework.

Where many developers treat classical references as surface decoration, Luxgrove wanted something more committed. The site in Acton lent itself to this approach. A residential street with established character, where the architecture already speaks a traditional language. The interiors needed to honour that context rather than fight it.

Spatial Planning & Layout Optimisation

Spatial planning is where development strategy lives. It is often the most overlooked stage of the design process — and yet it is where the most impactful decisions are made. Ademchic was engaged before the internal layouts were fixed — a working method that has become standard across the Luxgrove partnership. At The Rosemont, this process unlocked significant product improvements across both the apartments and the houses.

The Apartments

The two-bedroom apartments were originally planned with one bedroom and a study. Ademchic recommended repositioning the staircase and lift to create a different footprint — a structural change that the architect then developed. The result: two proper double bedrooms instead of a bedroom plus study. Both doubles feature full-wall wardrobes — an unusual specification for a developer because of cost implications, but essential for a boutique product positioning.

The Houses

On the first floor, the original plans featured two cramped bedrooms that offered neither comfort nor a sense of quality. Ademchic recommended removing both and reconfiguring the floor to create two generous double bedrooms — each with its own en-suite. The goal was to create two primary bedrooms, not just one primary and a secondary. This is a strategy Ademchic applies wherever the footprint allows. It transforms how a house feels and how it functions and also gives the development a genuine advantage over competitors still delivering a single primary and four average bedrooms.

Interior Specification & Classical Detailing

The Rosemont showcases classical interior detailing delivered at a level that most new-build developments simply do not attempt — but it also knows where to introduce contemporary contrast.

Entrances — Classical Meets Contemporary

The houses feature a wall of Crittall-style partitions at the entrance — a deliberately contemporary element set against the classical language of the rest of the scheme. Marble-style geometric tiles form the entrance sequence, with panelling running through the hallway. The effect is immediate: the Crittall plays against the classical materiality, creating a tension that feels considered rather than contradictory. It signals that this is a home designed with confidence, not one that defaults to a single aesthetic.

Panelling runs throughout the scheme — in apartments and houses alike, designed with considered proportions so that rooms feel composed rather than decorated. Bespoke rounded wall corners — a detail specific to The Rosemont — were custom-made to create a softer, more elegant flow through the spaces.

Every bedroom has proper storage — full-wall or walk-in wardrobes depending on the room size and position in the hierarchy. Built-in desks and wood panelling add depth and functionality. The primary en-suite features dual-colour tiling with both a shower and an egg bath — an en-suite that feels like a destination rather than a utility.

Kitchen and Living Spaces

The ground floor open-plan kitchen, living, and dining space features a bar with a bench set within the bay window — a period architectural feature reimagined for contemporary family life. It creates an intimate corner within the open plan, a spot for morning coffee or evening drinks that feels designed rather than incidental.

Branding & Marketing

Ademchic created the complete brand identity for The Rosemont — visual identity, brochure, CGIs, and digital marketing. Because the interiors and the marketing originate from the same studio, the CGIs are accurate representations of what buyers receive, not aspirational illustrations loosely inspired by the specification.

The branding leaned into the classical identity and the boutique positioning — communicating that this was a development where the developer had invested in quality over volume. In a market saturated with generic contemporary new-builds, that distinctiveness is a commercial advantage.

Ademchic styled selected show homes — one of the five-bedroom houses and the front ground floor apartment — to demonstrate the full specification and spatial flow. These were photographed to showcase the Crittall entrance, the marble floors, the panelling, the dual-primary strategy, and the material palette.

Five of seven apartments reserved before completion

Five of the seven apartments were reserved before practical completion — a result that reflects the strength of the design proposition and the confidence that Ademchic’s integrated approach builds with buyers.

The standout performer was an apartment with an unusual footprint. Ademchic recommended introducing a bar positioned within the window bay — a period feature translated into contemporary living. This became one of the first apartments to sell, demonstrating how a single thoughtful detail, rooted in the classical language of the scheme, can transform how a buyer experiences and values a space.

The houses tell a different story — one of ambition in spatial planning. Removing two cramped bedrooms to create a dual-primary first floor is not a decision most developers would make. It requires a designer willing to challenge the brief and a developer willing to listen. At The Rosemont, both happened.

When the spatial planning, the interior specification, the show homes, the CGIs, and the marketing brochure all originate from the same studio, buyers can trust that what they are reserving off-plan is what they will move into. That consistency is how you build confidence for pre-completion sales.