New development 25 Cuba launches in Canary Wharf

A new survey of more than 1,000 prospective London buyers aged 25 to 65 commissioned by the team behind 25 Cuba, a 52-storey residential tower in Canary Wharf, has found that four in five (80%) are doing something entrepreneurial outside their main job, from investing (47%) and freelancing (37%) to content creation (27%) and running a small business (23%).

Almost all (92%) respondents believe London rewards ambition, a verdict shared equally by current residents and those considering a move to the capital. Almost a quarter (23%) of respondents earn more than £10,000 a year outside their main job.

Undertaken by research company More in Common, the survey also revealed that almost half (48%) rank a home that supports their ambitions and goals among their top two priorities.

This is particularly important as 65% of respondents use their homes to focus on their side projects every or most days.

The development, which is being delivered by Ballymore and Penta Real Estate, will include more than 400 private and affordable homes and amenities shaped by how London’s most driven residents actually live.

It is this demand for flexible, purpose-built environments that 25 Cuba was designed to meet, with a whole level dedicated to work and collaboration, featuring areas for focus, study, networking and collaboration that act as an extension of the home.

This includes the Reading Room and Library, twin production studios with professional podcast equipment, such as mics, mixing decks and digital cameras, and a screening room to showcase content created.

Brian De’Ath, Managing Director of Sales & Marketing at Ballymore, comments: “We spend a great deal of time understanding how people actually want to live, how they work, how they rest, how they connect. Every decision at 25 Cuba comes from that understanding, informed by the insights we have gained from listening to our residents through internal surveys and observing how they use our neighbourhoods.

“People are doing so much more than their primary job, they are building businesses, creating content, freelancing, investing, learning. They are ambitious and our research shows that their homes need to keep up with them, and become a place where they can feel productive, focused and creative. At 25 Cuba, we are creating a space that genuinely supports the full breadth of how these people want to spend their time.”

The research found that more than a third (37%) of respondents currently pay for access to spaces to work beyond their main workplace, rising to 55% for those running a business and 47% for content creators. For the 42% of those who said they spend between two and six hours a week specifically building their business, they could be paying at least £45 a day on coworking passes¹.

The research also revealed that outside the home, respondents feel most creative in parks and outdoor spaces, with 70% of respondents identifying these as places where they feel inspired. This finding reinforces the importance of outdoor space at 25 Cuba, which will feature a new one-acre public park, Cuba Street Gardens, the largest of its kind to be delivered in this part of London for almost 30 years.

From the park, residents will be welcomed into 25 Cuba through a curated Reception Gallery with a 24-hour concierge team, alongside a relaxed Garden Bar open from morning to night.

Above, the 32nd-floor fitness suite with views of the park, the Thames and the City provides access to first-class equipment within the weights section, cardio area, dance studio and yoga terrace.

Brian De’Ath adds: “London is one of those special places where you genuinely feel like anything could be possible. We didn’t want to build somewhere that people just come home to at the end of the day. We wanted somewhere that actively helps people get to where they are trying to go, and gives them the space, literally and figuratively, to do their best work. As we prepare for the opening of 25 Cuba we will also be using the learnings from our most recent research to consider the ways in which the space will be managed, from the type of events hosted to the music played, to best suit those living here.”

The launch of 25 Cuba comes at an interesting time as Canary Wharf continues to evolve into a popular destination for both work and play, with three-quarters (76%) of respondents saying they would (31%) or might (46%) consider living in the area and 62% saying their opinion of the neighbourhood has improved over the last decade.

This demand is also reflected in data from global property advisors JLL showing average rents across the neighbourhood have risen 55% over the past five years, outpacing London growth by 13%.

Brian De’Ath adds: “Something has shifted in how people see Canary Wharf. Once a place where you came to work and left, it is now a neighbourhood where people want to live, socialise and spend their weekends. What has been particularly notable is the renewed commitment from commercial companies like PwC, Visa, and JP Morgan, that is certainly not something we envisaged happening when we first started planning 25 Cuba.”

25 Cuba is scheduled to complete in 2029. Its 434 new homes range from one-bedroom suites to three-bedroom apartments, and feature carefully selected materials and finishes to create a calm, enduring backdrop to daily life. They also benefit from an abundance of natural light, with generous windows and spacious balconies extending the living areas and framing views of the Cuba Street Gardens, the River Thames, Canary Wharf and the City.

To ensure the homes are perfectly optimised for a modern resident’s lifestyle, floorplans have also been designed to allow for open-plan flexible interior configurations.

Prices start from £395,000 up to £2,750,000. A show apartment is available to view in the Sales Gallery by appointment only at The Cube, 76 Marsh Wall, London, E14 9SL. It is open Monday to Friday between 10am and 6pm, and on Saturdays between 10am and 5pm.

For further details visit 25cuba.com, call 020 7536 5440 or follow on Instagram @25_cuba.