A recent survey by The Home Builders Federation discovered that 2 in 3 non-home owners would like to own their own home[1]. Eager home hunters determined to fulfil this ambition, will be pleased to learn about Notting Hill Genesis’ latest collection of Shared Ownership apartments launching Saturday 3rd of August at Principal Place in Shoreditch. Neighbouring the iconic new Principal Tower and located in the heart of one of East London’s most stylish and brightest districts, purchasers at Principal Place can enjoy owning a brand-new home, in a Zone 1 location.

Designed by world renowned architects Foster & Partners, Principal Place proudly occupies a space amongst some of the capital’s most iconic buildings, almost within touching distance of London’s unsquare mile. This striking development will deliver an exceptional collection of 12 one-bedroom apartments available to buy with Shared Ownership. Shared Ownership at Principal Place offers buyers the opportunity to buy a share of a home, between 25% and 75%, while paying a subsidised rent on the remaining share. Purchasers can also choose to buy additional shares on their property, as and when they can afford to, right up to 100%. Priority will be given to those who live and work in the London Boroughs of Hackney, Barking and Dagenham, City of London, Havering, Newham, Redbridge, Tower Hamlets and Waltham Forest.


Buyers who choose to make Principal Place their home can take advantage of a brilliantly diverse range of shops, bars, restaurants and attractions to enjoy both day and night on their doorstep, as well as being served with enviable travel connections across the city. There is a fusion of restaurants, quirky boutiques and traditional stalls to explore at Spitalfields Market and a selection of Michelin-starred restaurants and curry houses that line Brick Lane. Well-known Columbia Road Flower Market and the world-famous pop up mall, Boxpark, are all within walking distance from Principal Place. Shoreditch High Street Overground station is less than one mile away, with Liverpool and Old Street tube stations also within close proximity offering purchasers fast travel across town, and out to the home counties of Essex, Hertfordshire, Cambridgeshire and beyond.

Jim Munson – Head of Marketing Notting Hill Genesis: “We are really excited to be launching our Shared Ownership homes at Principal Place. This is an amazing opportunity to own a home in an area of London that for many, would be completely out of reach financially without the option of Shared Ownership. Notting Hill Genesis is committed to providing attractive new homes and doing our best to make them more affordable for Londoners looking to buy without compromising on location or quality, and Principal Place certainly delivers that. Given how in-demand Shoreditch is, we expect a lot of interest and so would urge prospective buyers to act quickly.”

The apartments at Principal Place have been designed to offer spacious and thoughtfully arranged layouts, and finished to a high specification. Rooms are complemented by floor to ceiling height windows. Open plan living, dining and kitchen areas feature large double sliding doors opening onto a private balcony, providing the perfect space to sit and relax or dine al-fresco.

Nice bathroom

Residents at Principal Place can easily walk to Shoreditch High Street Overground station in under 10 minutes, or access the tube network via Liverpool Street, which is served by the Central Line, Hammersmith & City Line and Metropolitan and City Line. For city workers, Bank is also only a 15-minute walk away.  Multiple bus routes are also easy to access and run directly to Tower Bridge, London Bridge, Waterloo, and Battersea.  For those who enjoy cycling, cycle storage is provided on site.

Prices for a one-bedroom apartment at Principal Place start from £148,750 for 25% share of the full market value £595,000 For more information or to register for a viewing, please contact Notting Hill Genesis on 0203 944 6960, or visit the website:

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