Boundary Works, Shoreditch

Boundary Works is a 306-unit residential development across two purpose-built buildings in Shoreditch, EC2, designed by a leading London architecture practice with a handmade brick and glass facade that references the area's industrial heritage.

Harroway was appointed as exclusive sales agent 18 months prior to practical completion, with a mandate to develop and execute a full off-plan sales programme targeting London-based buyers, UK investors, and international purchasers from the Middle East and Southeast Asia.

• Off-plan sales launch programme developed and delivered from Harroway's dedicated on-site sales suite
• Buyer profile targeted across owner-occupiers, domestic buy-to-let investors, and international purchasers
• Private agent and investor preview held eight weeks prior to public launch, achieving 38% reservation in the preview period

Sales programme and results

The public launch generated strong demand across all unit types, with one- and two-bedroom apartments oversubscribed within the first week. Harroway managed the full buyer pipeline through a 22-month construction period, maintaining a 94% reservation-to-exchange conversion rate and coordinating legal completions across a six-week handover period.

• 94% reservation-to-exchange conversion maintained across the full construction period
• Average sale price of £820 per sq ft achieved, 8% above the pre-launch projection
• International buyers accounted for 29% of total units sold, primarily from the Middle East and Singapore

Block management instruction

Following practical completion, Harroway was retained to provide ongoing block and estate management for both buildings. The management instruction covers 306 units, two ground-floor commercial units, and the development's landscaped courtyard and public realm.

"Harroway's understanding of the Shoreditch market and their disciplined approach to managing the buyer pipeline were central to the success of Boundary Works. We will work with them again on our next scheme."