Arada, the UAE-headquartered master developer, has begun the pre-launch phase at 100 Avenue Road, a 172-apartment residential building in Swiss Cottage, North West London, marking the group's first London product following its September 2025 acquisition of Regal, now operating as Arada London.
June 17, 2026 | Riya Malhotra | UAE | Developer
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Arada has begun the pre-launch phase at 100 Avenue Road, a new 172-apartment residential development in Swiss Cottage, North West London. Construction is already under way, with completion scheduled for the fourth quarter of 2028.
The project carries strategic significance beyond the building itself. It is Arada's first London product following the UAE-headquartered master developer's acquisition of Regal, now operating as Arada London, in September 2025, in a transaction that committed AED 2.5 billion (£500 million) of initial capital to scale the London business. As such, 100 Avenue Road is the clearest proof point yet that the cross-border acquisition is converting into delivered product.
When Arada acquired its 75 per cent stake in Regal in September 2025, the transaction inherited a pipeline of 10,000 residential units across 11 projects. The stated ambition at acquisition was to more than triple that pipeline to over 30,000 units within three years.
Less than two months after the Regal deal, Arada moved again, acquiring an 80 per cent stake in Thameside West, a £2.5 billion riverfront regeneration scheme in London's Royal Docks. The 47-acre site (twice the size of New York's Hudson Yards) will deliver 1,000 homes in its first phase, with construction set to begin in 2027.
100 Avenue Road is therefore the first project from the existing Regal pipeline to enter active pre-launch under the Arada London structure, meaning it is also the first market test of whether the merged Arada-Regal proposition can deliver against the integration thesis.
100 Avenue Road sits directly above Swiss Cottage Underground station, offering Jubilee Line access to central London business districts and major academic institutions. The building is the tallest in the wider Swiss Cottage, Hampstead, St John's Wood, and Belsize Park cluster, with proximity to Hampstead Village, Primrose Hill, and Lord's Cricket Ground.
The 172 apartments range from approximately 422 to 957 square feet, from Manhattan-style apartments to three-bedroom units, each with a private balcony. The residences are offered on a 999-year leasehold basis. Specifications include herringbone oak flooring with underfloor heating, stone-finished kitchens with integrated high-end appliances, and amenities spanning a swimming pool with vitality spa, sauna, steam room, treatment room, fully equipped gym, Technogym Visio Studio, Reformer Pilates studio, 24-hour concierge, residents' lounge and library, private dining room, cinema, and virtual golf simulator.
Ahmed Alkhoshaibi, Group CEO of Arada, positioned 100 Avenue Road as one of the very few remaining opportunities to buy into an address of this kind in London, an established, well-connected neighbourhood where new development of this scale is exceptionally rare and where long-term capital preservation is as compelling as the lifestyle on offer. He framed the project as exactly the kind of development Arada was built to deliver, where design, amenity, and location work together to create a genuinely distinctive product.
Sources: Arada announcement on the pre-launch phase of 100 Avenue Road, distributed via the developer's official communications; statements from Ahmed Alkhoshaibi, Group CEO of Arada, via the announcement
