London's real estate market has long been synonymous with prestige, exclusivity, and sophistication. For decades, buyers of high-end properties have been drawn to the city's prime locations, historic architecture, and unparalleled access to culture, dining, and entertainment. However, in recent years, the criteria for what defines a "luxury" home has evolved. Buyers are placing greater emphasis not just on the location or the grandeur of the property itself, but on the range of amenities available within the building. Indoor pools, spas, saunas, steam rooms, and workout spaces as well as private dining, in-house bars, and cinemas are becoming the expectation for the international buyer looking to call London home.

As urban living becomes increasingly fast-paced, many buyers are looking for properties that offer the convenience of in-house services and facilities, reducing the need for external trips.  New developments, such as the OWO (Old War Office), boasts nine restaurants with cuisines from across the world including a Michelin Star sushi master. At Landmark Pinnacle in Canary Wharf, buyers can enjoy breathtaking views while working out in London's highest gym or relax at the 75th floor Sky Terrace (also the highest in London). The 85 apartments in the OWO have a starting price of £3.95m. A three-bedroom home at Landmark Pinnacle starts at £1.58m and a three-bedroom home at South Quay Plaza in Canary Wharf starts at £1.699m. What do these prices offer to buyers in these specific locations in terms of quality of life? These are the questions that are being asked.

According to local sources, around 50% of new development buyers in London are from overseas, largely from China, the UAE, and the US. As the real estate market and its customer base in London grows, it is becoming essential for global brokers to broaden their network and sharpen their knowledge of new developments and the amenities they offer. Luxury buyers today are seeking more than just a lavish space to call home; they want a lifestyle experience that integrates convenience, comfort, and personal well-being into every aspect of their living environment.