100 George Street, London

Completed in August 2025, 100 George Street stands as a landmark residential development in the heart of Marylebone. Designed by Hopkins Architects for Derwent London, The Portman Estate, and Native Land, the 52,000 sq ft scheme forms part of the transformational 25 Baker Street and Loxton Walk masterplan, occupying an entire city block to deliver 41 prime residential apartments alongside world-class public realm and amenities. At the core of the project's identity is a masterclass in contextually sensitive brickwork.

Architectural Inspiration & Material Selection

The design draws heavily on the simplicity, balance, and natural light of traditional Georgian architecture. Research into the historic Portman Estate revealed a distinct contextual split: primary thoroughfares like Baker Street relied on yellow London stock and stucco, while secondary streets like George Street were defined by warmer brown and red brickwork. To harmonise with this historic fabric, the architectural team selected York Handmade’s Lancer Brown clay brick for its rich texture and warm tonal character.

Proportions & The Brick Tax Legacy

The project specified custom clay brick dimensions measuring 327mm long by 100mm wide and 50mm high. This elongated profile draws direct inspiration from the Georgian Brick Tax era between 1784 and 1850, when builders manufactured longer bricks to reduce overall tax liability per unit. These bespoke proportions create a striking horizontal emphasis across the exterior, grounding the building naturally in its historic urban setting.

Modern Panelised Construction Meets Traditional Craft

Collaborating with Laing O'Rourke and their Centre of Excellence for Modern Construction, Hopkins Architects executed the façade via an innovative off-site panelised system. Bricks supplied by specialist brick manufacturer York Handmade were hand-set into custom moulds to preserve genuine artisanal variation, backed with concrete, cured, hand-pointed, and fully fitted with glazing off-site. These storey-height panels underwent full weather testing before installation, ensuring modern construction efficiency without compromising hand-crafted quality. Completed in summer 2025, 100 George Street became one of Central London's fastest-selling developments, seamlessly blending Georgian heritage with contemporary sophistication.

Project Specifications

• 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

Brick Bulletin | Feature 307