Scheme by Ballymore and Penta Real Estate includes facilities such as workspaces, content studios and a fitness suite with a Yoga terrace

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“We spend a great deal of time understanding how people actually want to live, how they work, how they rest and how they connect,” said Brian De’Ath, managing director of sales and marketing at Ballymore.
“Every decision at 25 Cuba comes from that understanding, informed by the insights we have gained from listening to our residents through internal surveys and observing how they use our neighbourhoods.
“People are doing so much more than their primary job, they are building businesses, creating content, freelancing, investing and learning.
“They are ambitious and our research shows that their homes need to keep up with them, and become a place where they can feel productive, focused and creative.
“At 25 Cuba, we are creating a space that genuinely supports the full breadth of how these people want to spend their time.”

marking the launch
Ballymore and Penta Real Estate, the developers behind the 52-storey scheme on the Isle Of Dogs’ Cuba Street, have marked its launch by commissioning a survey into what prospective London buyers are looking for in a home.
Based on the views of 1,000 respondents aged 25-68 and conducted by More In Common, the research found 80% were engaged in entrepreneurial activity outside their main job including investing (47%), freelancing (37%), content creation (27%) and running a small business (23%).
The survey found 92% believed London rewarded ambition, while 23% were already earning £10,000 or more each year from their side hustle.
Echoing Brian’s views, the research also showed buyers were keen for their future home to play a part in that with 48% ranking a property that supported their ambitions or goals as a top-two priority and 65% of respondents using their homes for side projects on most days.

baking-in the facilities
“London is one of those special places where you genuinely feel like anything could be possible,” said Brian.
“We didn’t want to build somewhere that people just come home to at the end of the day.
“We wanted somewhere that actively helps people get to where they are trying to go and gives them the space, literally and figuratively, to do their best work.
“As we prepare for the opening of 25 Cuba we will also be using what we’ve learnt from our most recent research to consider the ways in which the space will be managed, from the type of events hosted to the music played, to best suit those living here.”
Scheduled for completion in 2029, the 434-apartment development offers studios, one, two and three-bedroom properties that feature open-plan design and private balconies.
Communal facilities include a 24-hour concierge service, a reception gallery, a garden bar and a fitness suite on the 32nd floor complete with weights, cardio machines, a dance studio and a Yoga terrace.
There will also be a reading room, workspaces, meeting pods, a library, meeting rooms and content creation studios for residents to use as well as a one-acre park.
More In Common’s survey found more than a third of prospective buyers were paying for access to workspaces, with even higher percentages for those running businesses and making content.

an increasingly attractive Canary Wharf
The research also said respondents felt most creative in parks and outdoor spaces making the newly landscaped Cuba Street Gardens an attractive proposition on the doorstep at 25 Cuba.
Residents will, of course, also benefit from the likes of Mudchute Park And Farm and Sir John McDougall Gardens, which are also within walking distance.
The survey also found the wider Canary Wharf area had become more attractive over the last decade as a place to live with 62% saying their opinion of the neighbourhood had improved.
A little over three quarters said they would or may consider a move to E14.
Brian said: “Something has shifted in how people see Canary Wharf. Once a place where you came to work and left at the end of the day, it is now a neighbourhood where people want to live, socialise and spend their weekends.
“What has been particularly notable is the commitment from commercial companies like PwC, Visa, and JP Morgan Chase, which is certainly not something we envisaged happening when we first started planning 25 Cuba.”

key details: 25 Cuba
Prices for private sale apartments at 25 Cuba range from £395,000 to £2,750,000.
A show apartment is available to view in the sales gallery by appointment on weekdays and Saturdays at The Cube facility in Millwall Inner Dock on the Isle Of Dogs, just off Marsh Wall.
Find out more about the development here

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