Occupying a full city block in Marylebone, 100 George Street shows how a new residential building can feel as though it has always belonged to its street. Hopkins Architects designed the 52,000 sq ft scheme for Derwent London, The Portman Estate and Native Land as part of the wider 25 Baker Street and Loxton Walk masterplan. Finished in summer 2025, it delivers 41 prime apartments together with new public spaces and amenities, and it quickly became one of Central London’s fastest-selling developments.
Reading the Street
Before choosing a material, the design team studied the history of the Portman Estate and found a clear pattern. The grand main routes such as Baker Street were finished in yellow London stock and stucco, while quieter streets like George Street used warmer reds and browns. Taking that cue, the architects chose Lancer Brown, a handmade clay brick from York Handmade, whose depth of colour and textured face sit comfortably alongside the neighbouring Georgian buildings.
A Brick with a Backstory
Rather than a standard format, the project uses a bespoke brick measuring 327mm x 100mm x 50mm. The long, slim shape nods to the Brick Tax of 1784 to 1850, a period when makers produced larger bricks so that fewer units, and less tax, were needed per wall. On 100 George Street, that historic quirk gives the elevations a calm horizontal rhythm that echoes the balance and restraint of Georgian design.
Built Off Site, Finished by Hand
The façade was produced as storey-height panels by Laing O’Rourke at its Centre of Excellence for Modern Construction. Each brick was placed by hand into a purpose-made mould so that the natural variation of a handmade product was kept intact. The panels were then backed with concrete, cured, hand-pointed and glazed in the factory, and every one was weather tested before arriving on site. The result pairs the speed and precision of modern offsite manufacture with the character of traditional brickwork.
- Project Name: 100 George Street
- Location: London
- Architect/Designer Practice: Hopkins Architects
- Main Contractor: Laing O’Rourke (via Centre of Excellence for Modern Construction)
- Brick Manufacturer: York Handmade Brick
- Clay Brick: Lancer Brown
