The Bella Freud Apartment
Television Centre, Wood Lane, London W12


Architect: Piercy & Company

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"Tactility and a lasting sense of solidity have informed Piercy & Company’s inspiration throughout. In the kitchen this materiality is showcased through a high wall of fluted marble, a form echoed in the walnut of the kitchen island."

This supremely elegant three-bedroom penthouse apartment, with two terraces, can be found on the seventh and eighth floors of Television Centre’s Helios building. It was built to a design by Piercy & Company, with interiors by designer Bella Freud in collaboration with Maria Speake of Retrouvious.

A landmark piece of modern architecture, Television Centre was the home of the BBC for over fifty years, until its relocation in 2012. At its core is The Helios, a circular Grade-II listed Modernist structure arranged around a central fountain, with a beautiful mosaic-tiled exterior and arresting central staircase visible through soaring glazing. A boundary is formed by the newly added Crescent with private gardens between them.

This particular apartment belongs to the ‘Architects’ Series’, one of eleven duplex spaces in The Helios each individually designed by an architecture practice alongside lead architects AHMM. Five of the premium Architects’ Series have been designed by RIBA award-winning practice Piercy&Co, including this one.

Internal accommodation extends to approximately 2,200 sq ft and is arranged over two levels with entry on the seventh floor. The three bedrooms are all situated on the lower level and have built-in wardrobes, two with en-suite bath / shower rooms the third with use of a central family bathroom.

The upper level is a versatile, open expanse, partially split by a long gas fire, with a utility area, and family room which could be used as a further bedroom. There is access to large terraces at both aspects.

Tactility and a lasting sense of solidity have informed Piercy & Company’s inspiration throughout. In the kitchen this materiality is showcased through a high wall of fluted marble, a form echoed in the walnut of the kitchen island, the bathroom walls,  and on the underside of the open-tread oak staircase that joins the two floors. With the exception of the bedrooms, bathrooms and kitchen, flooring is engineered oak punctuated with solid brass thresholds.

Television Centre is at the centre of an exciting regeneration of the area, with the opening of independent restaurants such as Kricket and the new Soho House members’ club, White City House. Also nearby is White City Place, a creative campus with restaurants, shops and museums, and the new home to RCA’s Schools of Communication, Humanities, and Architecture.

Residents of Television Centre enjoy a range of brilliantly executed amenities, including access to the Soho House gym, a private cinema, 24-hour concierge, and an excellent residents’ lounge with work and meeting spaces.

Tenure: Leasehold
Lease Length: approx. 975 years
Service Charge: approx. £16,691 per annum
Ground Rent: approx. £1,000 per annum

Please note that all areas, measurements and distances given in these particulars are approximate and rounded. The text, photographs and floor plans are for general guidance only. The Modern House has not tested any services, appliances or specific fittings — prospective purchasers are advised to inspect the property themselves. All fixtures, fittings and furniture not specifically itemised within these particulars are deemed removable by the vendor.



Television Centre was built on the site of the Franco-British Exhibition of 1908. A large public fair, its intricate white buildings and waterways gave rise to the area’s name of White City. The exhibition attracted around eight million visitors, and was constructed to celebrate the signing of the Entente Cordiale, an agreement of cooperation that marked the end of nearly a thousand years of conflict.

Television Centre was commissioned in 1949 with work starting in 1950. The original design was by Graham Dawbarn CBE (Norman and Dawbarn Architects). Although an earlier concept proposed a circular form, Dawbarn, while pondering the design of the building, drew a question mark on an envelope (now held by the BBC Written Archives Centre), and thus the shape of the 14-acre site was born as it appears from overhead. Following years of staggered construction BBC Television Centre officially opened in June of 1960.

For decades Television Centre stood as a cultural icon, a landmark piece of modern architecture, and a creative beacon for the nation’s broadcasting.
On 17 June 2009 the Central Ring of the building and Studio One, noting in particular the John Piper mosaic, mosaic-tiled central drum, gilded-bronze statue of Helios by TB Huxley-Jones, full-height glazing of the incredible Helios staircase and the original clock in the Central Ring, received Grade II listed status from the Department for Culture, Media and Sport.

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