For today’s ultra-high-net-worth buyers, luxury isn’t just about location or square footage — it’s about lifestyle. As the lines blur between home, hotel and private club, we’re seeing a growing appetite for buildings that offer more than just beautiful interiors. The most sought-after addresses now deliver the full five-star experience: spas, pools, cinemas, cocktail bars, workspaces and wellness; all managed and maintained to hotel standards, and all exclusive to residents.

It’s a shift driven by a global elite who are used to seamless service, privacy, and access to the best of everything at their fingertips. These buyers, whether based in London full-time or splitting time between global capitals, increasingly expect their home to function like a personal retreat. They want security, discretion and turnkey convenience. But they also want atmosphere and energy: a space that feels vibrant, sociable and indulgent, without ever leaving the building. In short, five-star living isn’t a nice-to-have anymore; it’s the standard.

Developments that deliver on this vision are rare. Many promise amenities but fall short in scale, execution, or service quality. That’s why Thames City in Nine Elms is getting attention. Designed by world-renowned architects SOM, it’s one of the only buildings south of the river offering true hotel-style living — and it does so at an impressive scale.

With 65,000 sq ft of resident-only amenities, this is London’s most comprehensive private offering. Think: the capital’s largest private swimming pool, a full spa and wellness centre, a high-spec gym, private cinema, karaoke room, business lounge, soft play area, cocktail bar, private dining room and 24-hour concierge, all finished and managed to the standards of a luxury hotel.

Harrods Estates is currently listing one of the most impressive apartments in the building: a 35th floor, four-bedroom lateral apartment with panoramic views stretching from Westminster to the City. On the market at £6.95 million, the apartment offers expansive open-plan living, floor-to-ceiling windows, a principal suite with dressing area, and three further bedrooms, each with an en suite. It’s beautifully finished and designed for entertaining, but it’s the lifestyle beyond the front door that makes it truly exceptional.

Michael Harte from Harrods Estates, sums it up: “For UHNW buyers, it’s no longer just about what’s inside the apartment — it’s about what comes with it. At Thames City, you can live as you would in a five-star hotel, but with the comfort and security of your own home. That combination is incredibly compelling.”

Why London’s Ultra-Prime Buyers Now Expect Five-Star Hotel Living at Home — and Where to Find It

HARRODS ESTATES