Loveday Belgravia redefines senior living in London. The new-build care home combines luxury senior residential, dementia and 24-hour care with rehabilitation and first-class hospitality.

The client’s vision was to redefine excellence in senior living and Loveday Belgravia delivers on every level. The new-build care home combines world-class hospitality with expert care, including residential, nursing, rehabilitation and memory services - addressing Westminster’s critical shortage of dementia beds.

Comprising 44 high-quality care suites across seven floors, Loveday Belgravia offers residents a true home from home. The scheme provides an exceptional range of amenities, including a state-of-the-art gym and hydrotherapy treadmill, cocktail lounge, rooftop terrace with city views, hair and beauty salon, art studio, landscaped garden and lounge spaces on every floor. A comprehensive wellness programme further promotes vitality and health.

EPR’s architectural concept draws inspiration from the surrounding Chelsea mansion blocks, grounding the building in its context. The design softly undulates around an existing London plane tree, informing the scheme’s curvilinear form, evident in its rounded corners and sculptural bay windows.

The brickwork complements the building’s form and integrates seamlessly with the local vernacular. Bespoke radius, long-format and precisely cut and bonded bricks create clean corners, openings and reveals within the façade. Careful coordination of the façade elements was essential to minimise movement joints and panel gaps, manage building tolerances and achieve the scheme’s distinctive shape.

EPR’s interiors reflect the architectural language, with the façade’s organic forms flowing inside to create a sense of calm and spatial continuity. A palette of warm walnut and timber finishes further enhances the building’s welcoming feel, while tactile including carefully designed handrails, textured surfaces and fluted wall treatments, improve the user experience, particularly for residents with sensory or mobility needs.

Colours and finishes were thoughtfully selected to offer subtle contrast and texture variation, aiding visual accessibility. Wayfinding is also seamlessly integrated, with each floor featuring a distinct accent colour echoed in communal furnishings and finishes to support independent navigation.