Soho Wharf | Heimstaden

LOFT furnished 700+ homes in one of Birmingham’s most desirable developments, Soho Wharf, with the total installation time for this development being 14 weeks.

Developer: Heimstaden
Development: Build to Rent | 700+ Apartments Furnished
Location: Birmingham

Soho Wharf: Neighbourhood Hub

LOFT furnished 700+ homes in one of Birmingham’s most desirable developments, Soho Wharf, with the total installation time for this development being 14 weeks.

This landmark waterfront development comprises 650 1 and 2-bedroom apartments, and 102 2 and 3-bed townhouses. The variety of rental properties suits a wide range of age groups and demographics.

Heimstaden envisioned Soho Wharf to become a neighbourhood hub, which would foster a true sense of community living for residents. Therefore, the overall design was crucial to creating a recognisable brand and identity throughout the development.

Celebrating the outdoors

They included generous open spaces, giving residents gardens, playgrounds and waterfront spaces for relaxing and socialising. The majority of the apartments have balconies, while the townhouses all benefit from private gardens.

Soho Wharf is a development which clearly celebrates the outdoors and therefore needed interiors which would match the clever architecture. All while appealing to the wide range of people the different apartments and townhouses were designed for.

That’s why they chose LOFT to furnish the interiors of the properties. Our extensive knowledge and experience in the co-living and BTR sectors meant we would be able to specify and install furniture to meet these requirements and more.

People First Design

Another of the reasons Heimstaden was drawn to LOFT was our shared values towards making the world a better place. Heimstaden aims to enrich and simplify people's lives through what they call 'Friendly Homes'.

Their core values mean that they are conscious of their position to contribute to society and growing responsibly and sustainably is a big part of that.

For LOFT, this means People-First design. This is the concept of designing homes for the people who will be living there. Thinking about how furniture can fit into their lifestyles and elevate their environment.

Interior Design Style

LOFT worked with the team at Heimstaden to choose high quality furniture which was durable and would look excellent for years to come. In timeless yet sleek styles to seamlessly bring the aesthetic of the whole development throughout.

For the interiors, an airy, Scandi style with warm oaks and cream accessories, plus an occasional darker accent to bring a contrast, was chosen. Giving the apartments an understated look that would appeal to potential of residents, be versatile to match individuals’ styles, yet have a distinctive pleasing and clean aesthetic.

The installation process was fast, with an average of 50 apartments installed per week. Since launching, there have been many positive resident reviews for the development…

Resident feedback from HomeViews

"As a resident of Soho Wharf, I appreciate the thoughtfully designed development, blending modern aesthetics with functionality."

"I really like the design of the flats and the building. I think the Scandinavian, minimalist design of the apartments is very fresh and looks great"

"Very new and appliances are very good quality, modern furniture."

View Our Portfolio

Find other LOFT case studies where we used our People-First design principles to create stunning interiors.