LOFT Prime is our dedicated prime and super-prime residential interior design and furnishing service, bringing 23 years of Living Sector expertise to the highest end of the UK real estate market. We work from concept through to full FF&E installation — specification, procurement, delivery, installation and styling — on developments where the finish has to be right first time.

Typically four stages. Concept, where we establish the design direction against your buyer profile and the position of the scheme. Specification, where every piece is selected and costed. Procurement, including bespoke and made-to-order items with longer lead times. Then installation and styling, delivered to a fixed date.

Early involvement makes a material difference. Prime schemes usually have architects, a main contractor and a sales agent all working to the same programme, and furniture specification is easier to get right at planning stage than retrofitted around finished joinery and lighting.

The materials, the tolerances and the lead times all change. Prime and super-prime buyers notice things that pass unremarked elsewhere — how a veneer is matched, how a sofa sits against a stone floor, whether a piece is proportioned to a room with a four-metre ceiling. Much of what we specify is bespoke or made to order rather than catalogue stock, and lead times run to months rather than days.

The other difference is that furniture here is a sales tool. In prime real estate, a well-furnished show apartment is often what closes a sale, so the specification has to work commercially as well as aesthetically.

The principal living room is where a buyer forms their impression of a whole apartment, so it takes the largest share of both budget and attention — seating proportioned to the actual space rather than the largest that will fit, and a layout that works with the sightlines and the view rather than against them.

Bedroom design is quieter and more practical. Storage that genuinely holds a wardrobe, bedside lighting that works for reading, and a bed specified for comfort rather than appearance alone. Principal bedrooms in super-prime schemes are often close to the size of a standard flat's living room, which changes how the furniture has to be scaled.

Yes. We furnish show apartments, individual residences and full schemes, and we work at whichever level suits the project. On a development with several apartment types, specification is usually built per type and repeated, with the penthouse and show units treated individually.

Operating from our 45,000 sq ft facility at Longwood Estate, Trafford Park, with a London presence, we handle the logistics and installation ourselves rather than subcontracting — which matters when you're working on an occupied or partially occupied building with restricted access and agreed lift bookings.

Our clients include developers, investors, private buyers, family offices and the agents selling prime and super-prime stock. On any given project we may be reporting to a developer's sales team, a main contractor's programme and a private client's own designer at the same time.

Yes. Our portfolio includes The OWO Residences, Cortland Penthouse and VIVERE, and we can share project details, photography and client references relevant to your scheme on request.

Reviews and references tend to matter more in prime than elsewhere, because the buying decision rests on trust that a supplier will deliver to a fixed handover date at a standard that can't be corrected afterwards.

Earlier than most people expect. Bespoke and made-to-order pieces carry lead times of several months, and prime schemes rarely have flexibility on completion dates. Bringing furniture specification into the conversation at the design stage — rather than once the building is watertight — gives you the full range of options and avoids substituting to hit a deadline.

Download the LOFT Prime brochure for the full service overview, or get in touch with the details of your scheme — location, apartment mix and target completion — and we'll take it from there.