Located in the heart of Westminster, The Broadway is a prestigious residential development overlooking the city’s iconic landmarks and designed to set a new benchmark for luxury living in London’s most historic quarter. The development offers a dynamic mix of plush residences, premium offices, retail and lifestyle options just moments from St James Park Station.

Valouran approached InStyle Direct to deliver a fully bespoke show home that would reflect the development’s overarching narrative of influence, prestige, and reimagined contemporary living while also strengthening sales potential and marketing activity by showcasing the development’s architectural quality, layout flexibility, and lifestyle appeal.

A Challenge To Create Aspirational Interiors In a Landmark Setting

To match The Broadway’s striking geometrical modern architecture and a building that embodies contemporary luxury, Ani M by InStyle Direct was challenged to interpret The Broadway’s identity through design. The challenge was to bring out the development’s personality and introduce layered designs and patterns without overwhelming. Large glazed openings in the show home offered a panoramic view of the city, necessitating strategic styling.

Prospective buyers needed to envision the show home as their own, requiring it to feel both aspirational and livable, elegant yet not overly styled.

Our Approach: Realising the Vision

Our design team mapped out a comprehensive design strategy made for seamless modern living without overwhelming the space.

Colour Palette & Patterns for Re-Imagined Grandeur

• Our design team opted for a soft, neutral colour scheme in beige as a calm backdrop, which allowed the light (filtering from 6 m windows) to move freely through the showhome.
• Carefully selected patterned feature walls serve as focal points that define spaces, allowing for bold expression without overwhelming the entire room and providing a balance between statement and simplicity.

Bespoke Furnishing for Comfort & Lasting Appeal

• Curved upholstered and rounded furniture profiles were chosen to contrast the architecture and introduce a sense of effortless flow. The low-slung sofa and the accent seating with ample space give the space an understated luxury appeal that feels inviting and comfortable. Patterned cushions and tactile fabrics add character and warmth, carefully balanced so the styling feels intentional rather than decorative. The textured rug helps separate the seating area completely, giving it a cosy appeal.
• The dining area provided an opportunity to create intimate seating that’s relaxing and light-filled. We placed a round timber table paired with architectural chairs in dark wood and patterned upholstery beside full-height glazing. This setting balances sculptural presence with unmatched views, perfect for slow dining experiences.

Window Dressing For Monumental Proportions

The Broadway’s serene residences offer panoramic views of London’s iconic skyline. To frame the generous 6 m floor-to-ceiling windows and soften the abundance of natural lighting, we added sheer, full-height voiles to diffuse natural light and enhance privacy while preserving openness. This treatment brings a sense of softness and continuity throughout the apartment, particularly in areas with cleverly angled windows, where suitable handling was essential to maintain visual balance.

Minimal Designs to Highlight Features

In the kitchen, clean-lined cabinetry, Bardiglio marble surface, and open shelving were styled sparingly to highlight craftsmanship and quality. Accessories were kept minimal and functional (like the slim silhouette high chairs), reinforcing the kitchen’s role as both a design feature and a practical, everyday space.

Creating Quiet Retreats

In the bedrooms, we used upholstered headboards and symmetrical bedside styling with patterned textiles and artwork to introduce personality and maximum comfort. Thick but neutral-tone curtains add a sense of complete privacy while maintaining a uniform look throughout the bedrooms.

Shapes & Geometry

Throughout the show home, geometry was used as a subtle response to The Broadway’s striking façade. Curved and sculptural elements were introduced to soften the building’s strong architectural lines, creating a balanced dialogue between exterior form and interior expression. Fluid-shaped mirrors, rounded dining tables, sculptural lighting and geometry-led artwork echo the rhythm and structure of the architecture, reinforcing a cohesive visual language that feels considered, contemporary and deeply connected to the building itself.

The Result

The show home designs enhanced the sales potential of The Broadway. By balancing bold design choices with timeless elegance, AniM by InStyle Direct has created an interior that celebrates the contemporary spirit, the development’s prime location, and architectural quality that feels aspirational and livable.

The design strategy was in sync with the development’s own language of a fresh perspective on London living. This collaboration with Valouran is a perfect example of how we thoughtfully integrate resources to create refined spaces that are commercially successful and improve sales potential – all while honouring the architectural integrity and client’s vision.