Why British Land explored the semiotics of luxury

British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.

There’s prime and then there’s super-prime. The difference – in real estate terms at least – is about £10 million, according to James Taylor of Clarges Mayfair: that’s the amount Ultra High Net Worth Individuals (UHNWIs) are ready to drop on an apartment in a sought-after part of central London.

The top end of London’s property market has attracted a great deal of attention in recent years, often for the wrong reasons, with significant money, frequently said to be of dubious origin, flowing in from overseas. Some streets are reported to be empty of any life as that cash is...

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