2 3
Saffron Square is designed to mark the regeneration
of Croydon. The centrepiece of the development,
a tower that breaks with the existing cluster of tall
buildings, will signify a new beginning for Croydon.
This landmark development features 719 private
residential suites, 1, 2 and 3 bedroom apartments.
Apartments within the iconic 45 storey tower, clad
in muted tones of pinks and mauves to represent an
image of a crocus flower, will benefit from floor to
ceiling glazing, offering unrivalled stunning views
across the Croydon skyline and beyond.
At the heart of Saffron Square is a new landscaped
public square with contemporary water features flanked
by cafés, bars, shops, a gym and office space. This high
quality open space will offer a safe and attractive
environment for people to engage, rest and play.
A VIBRANT
NEW DESTINATION
Centred around a landscaped public square that will be lined with cafés, bars and shops, Saffron Square will provide a dynamic new place for people to enjoy. Saffron Square is centrally situated between East Croydon and West Croydon stations. East Croydon has mainline rail links from the South Coast and Gatwick Airport to London Bridge and central London. There are also fast and convenient London Overground connections to the City, Canary Wharf and the London Underground
LANDSCAPED WATER FEATURES
CONTEMPORARY INTERIORS
ON-SITE GYM
SUPERB CONNECTIONS
S
S
ON-SITE BARS & RESTAURANTS
Saffron Square combines the
vibrancy of city centre living with
a sensitively planted landscaped
environment. The landscaped heart
of Saffron Square with its planting
and water feature will provide a
welcome focus for the new quarter
and for Croydon as a whole.
6 7
CITY OF LONDON
The Square Mile of the City of London is the financial hub of Europe, if not the world. Banks and financial institutions of all kinds are here, along with the many smaller businesses that support them. The City of London can be reached within 13 minutes* with Croydon's direct link into London Bridge.
CROYDON: THE THIRD
CITY FOR LONDON
WESTMINSTER
The city of government and
administration, Westminster includes the West End with its theatreland, shopping and nightlife. Westminster is within easy reach of Croydon, with a short 19 minute* rail journey from East Croydon station.
CROYDON
With its visionary architecture, its wealth of business opportunities and range of entertainment facilities, Croydon can already rival many of the larger cities in the UK. Saffron Square will help confirm its status as potentially London’s third great city, and offer a realistic and cost effective alternative to the existing business centres.
8 9
The Masterplan
The regeneration programme includes a strategy by Croydon Council to transform the Croydon Metropolitan Centre into a world class sustainable city centre with a huge range of sports, entertainment and leisure facilities as well as new homes and a wealth of new business premises.
Wellesley Road
This masterplan seeks to unlock pedestrian movement by transforming the Wellesley Road into a world class urban space. Saffron Square is an integral part of the Wellesley Road Masterplan and identified as an ‘urban room’ within the enhanced public realm. The masterplan will reunite the eastern and western sides of the metropolitan centre, which are currently divided by the dual carriageway, into a consolidated thriving hub of activity.
West Croydon
The West Croydon Masterplan focuses on West Croydon Station and its
surrounding area. It will deliver a new station and a transport interchange including a transformed and well connected public realm.
East Croydon
East Croydon Station is the busiest station in Britain outside Central London, due to its excellent rail links with Gatwick Airport, London Victoria and London Bridge. The East Croydon Masterplan will tie together various development proposals in the vicinity of the station and deliver an improved transport interchange and railway station, enhanced public realm and a pedestrian footbridge.
Mid Croydon
The Mid Croydon Masterplan covers eight hectares in the heart of Croydon. This will incorporate new council offices - and significant public realm improvements to enhance the setting of the existing heritage assets.
College Green
Finally, the vision for the masterplan at College Green is to develop a learning and cultural quarter including a mixture of residential, retail and leisure uses. The aim is to create a vibrant, sustainable environment that establishes College Green as the destination for entertainment and creativity.
A BOLD VISION
FOR CROYDON
Wellesley Road: Image supplied by Croydon Council, courtesy OKRA Landscape Architects.
A masterplan for regeneration has been
created so that Croydon retains its title
of having the largest office space in the
South East, excluding Central London.
10 11
WHERE BUSINESS
TAKES SHAPE
The Key Points
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the City of London with a population approaching a third of a million. It currently has £3.5 billion of commercial investment underway or in the pipeline, underpinned by five innovative and joined up masterplans.
r"TBNBJOUSBOTQPSUIVCXJUIPOFPGUIFCVTJFTUQVCMJD
transport interchanges in the UK, Croydon is a flourishing area for start up enterprises and global businesses.
r8JUIJUTQSPYJNJUZUP-POEPOBIJHIMZTLJMMFEXPSLGPSDF
and superb office accommodation, Croydon has long been a popular choice for business. It has a wide range of major employers and one of the areas principle strengths is the diversity of employment available.
rPG$SPZEPOhTXPSLGPSDFXPSLXJUIJOLNPGIPNF r*O$SPZEPOXBTUIF-POEPOSFHJPOBMXJOOFSBUUIF
Enterprising Britain Awards and the first London Borough to achieve Fairtrade status.
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financial and cultural centres and its influence in entertainment and the arts contribute to its status as a major metropolitan centre.
r5IFUPXODFOUSFIBTBDPNNFSDJBMPΡDFEFWFMPQNFOU
pipeline of over 8 million sq ft.
Many global and FTSE companies have their UK
or European headquarters in Croydon including;
American International Group (AIG)
Nestlé
| Direct Line |
Lloyds TSB
Liberata
|
Institute of Public Finance
| BT
Real Digital International
|
Virgin Media
Superdrug
|
Pegasus
|
Mott MacDonald
The Home Office UK Border Agency
The Royal Bank of Scotland
|
Merrill Lynch
r3FHVMBSSBJMTFSWJDFTPQFSBUFUPUIF
West End, the City and Gatwick Airport, all in under 20 minutes.
r*OUFSNTPGBSSJWBMTBOEEFQBSUVSFT
East Croydon is one of the busiest public transport interchanges in the UK.
r$SPZEPOJTIPNFUP-POEPOTPOMZ
tram network which transports over 20 million people annually.
r4U1BODSBT4UBUJPODBOCFSFBDIFEJO
27 minutes, for fast rail links into Europe.
r5IFSFBSFPWFSCVTSPVUFTUPBOE
from central Croydon, forming part of the London Bus network.
r5IF-POEPO0SCJUBM.JTFBTJMZ
accessible via the A23 and the M23 provides a direct link to Gatwick Airport, Brighton and the South of England.
PERFECTLY PLACED
FOR CONNECTIONS
Gatwick Airport
16 minutes
Bank (The City)
15 minutes
Stratford
33 minutes
In 2010, a direct London Overground link was created from West Croydon to East London via Canada Water for Canary Wharf in time for the arrival of the London Olympics in 2012.
In addition to this, East Croydon has fast, convenient links to Victoria and London Bridge, providing direct connections to the London Underground network.
* Change at London Bridge ** Change at Clapham Junction *** Change at Victoria and Green Park
All times are approximate. Source: www.tfl.gov.uk
SHEPHERDS BUSH
(WESTFIELD)23 MINUTES
**VICTORIA
16 MINUTES
BANK
15 MINUTES
*LONDON BRIDGE
13 MINUTES
CANARY WHARF
20 MINUTES
*STRATFORD
(LONDON 2012 OLYMPIC VILLAGE)33 MINUTES
*COVENT GARDEN
(WEST END)24 MINUTES
***WATERLOO EAST
21 MINUTES
ST. PANCRAS
(KING’S CROSS)27 MINUTES
WIMBLEDON
24 MINUTES
BRIGHTON
36 MINUTES
CLAPHAM JUNCTION
10 MINUTES
GATWICK AIRPORT
16 MINUTES
M25
15 MINUTES
Canary Wharf
20 minutes
West End
24 minutes
Victoria
16 minutes
14 15 r8JUIJOΟWFNJOVUFTXBMLPG4BΞSPO
Square are two of the UK’s largest shopping centres.
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boasts; Allders, Marks & Spencer and many other High Street names.
r8JUIPWFSTIPQT$FOUSBMF
has a flagship House of Fraser store with a cosmopolitan food hall that includes Yo! Sushi.
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DIY stores, an IKEA store and a new John Lewis Home store amongst others.
A RETAIL DESTINATION
LIKE NO OTHER
Croydon is the 4th largest retail
centre in London with over
£1 billion being spent there every
year. It is one of the biggest retail
centres in the UK with over
230,000 sq m of retail space.
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cuisine from South Africa and Argentina to the Far East and India.
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opened Le Cassoulet, a restaurant hotly tipped for a Michelin star. Le Cassoulet won ‘Time Outs’ Best London Restaurant 2008.
r#BSTBOESFTUBVSBOUTBSFCVTZFWFSZOJHIU
of the week, popular with residents and the businesses located in the town centre.
LE CASSOULET
020 8633 1818
www.lecassoulet.co.uk
THE TREE HOUSE
020 8688 9837
www.treehousepeople.com
LITTLE BAY RESTAURANT
020 8649 9544 www.littlebay.co.uk
FISH & GRILL
020 8774 4060
www.fishandgrill.co.uk
BAR RED SQUARE
020 8688 1020 www.barredsquare.co.uk
MIRCH MASALA
020 8679 1828 www.mirchmasalarestaurant.co.ukLA GALICIA
020 8686 0043 www.galiciarestaurant.co.ukIL PONTE
020 8686 1112 www.ilponte.co.ukALBERT'S TABLE
020 8680 2010 www.albertstable.co.ukBAGATTI'S
020 8686 9649 www.bagattis.comCroydon offers a rich cultural diversity,
which has produced a superb range of
restaurants within easy reach of
Saffron Square.
A WORLD
OF DINING
EXPERIENCES
18 19
AT YOUR LEISURE…
University of Westminster Journey time: 21 minutes City University London Journey time: 21 minutes Imperial College London Journey time: 22 minutes University of East London Journey time: 27 minutes King’s College London
Journey time: 13 minutes London South Bank Journey time: 17 minutes London School of Economics and Political Science
Journey time: 21 minutes
Croydon’s combination of affordability
and excellent transport links has made it
a favourite for students studying at all the
major London universities and colleges.
Croydon contains;
s0RIMARY3CHOOLS
s3ECONDARY3CHOOLS
s&URTHER%DUCATION#OLLEGES
Queen Mary University of London Journey time: 30 minutes University College London Journey time: 33 minutes London Metropolitan Journey time: 37 minutes
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and is a silver class winner of the prestigious RHS Britain in Bloom 2009 award.
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home to music concerts, theatre and entertainment.
r4QPSUJOHGBDJMJUJFTJODMVEFBXFBMUIPGHZNTJOUIFUPXODFOUSF
with a Virgin Active at The Grant Centre and high quality swimming facilities.
r$SPZEPO$MPDLUPXFSJTBOBSUTBOEDVMUVSBMWFOVFEFTDSJCFE
by Time Out as ‘The Jewel in Croydon’s crown’. It is within a 5 minute walk* of Saffron Square.
CRYSTAL PALACE OLYMPIC SIZED SWIMMING POOL:
JUST 14 MINUTES* DRIVE
WANDLE PARK: JUST 13 MINUTES** WALK
PICTURESQUE GOLF COURSES: JUST 6 MINUTES* DRIVE
CROYDON CLOCKTOWER: JUST 5 MINUTES* WALK
All times are approximate. Timings from East Croydon Rail Station to nearest Overground/Underground, excluding walking times. Source: www.tfl.gov.uk.
*All times are approximate. Source: www.theaa.co.uk **Source: maps.google.co.uk
Croydon has an excellent educational record, with performance in exams well above the national average. Croydon is also home to the highly considered Whitgift Private School as well as the BRIT School for performing arts and technology.
5 minute walk
10 minute walk
CENTRAL TO LIVING:
TO SUIT ALL LIFESTYLES
22 23 r4BΞSPO4RVBSFIBTBXFMDPNJOHBOE
spacious five star hotel-style entrance lobby and provides the excellent levels of security that you would expect from a development by Berkeley Homes.
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an electronic entry phone system.
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of a 24-hour concierge service.
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Saffron Square has been designed to
create a new architectural icon for Croydon.
MAKING AN
ENTRANCE
Computer generated image of Saffron Square.
STATE-OF-THE-ART WELLNESS CENTRE
24 HOUR CONCIERGE
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with a superbly equipped gym.
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space which will surround a 1 acre public square with striking water features.
r"IPVSDPODJFSHFTFSWJDFXJMMQSPWJEFBXFMDPNJOH
reception for residents.
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centre, for internet access or for that essential meeting.
THE PLACE
TO ENJOY LIVING
“ Saffron Square is designed to mark the
regeneration of Croydon. The centrepiece
of the development, a tower that breaks
with the existing cluster of tall buildings,
will signify a new beginning for Croydon.
A public square will be created at the base
of the tower creating an active permeable
space, integrating the development within
the existing urban grain.
With the implementation of Saffron
Square, a new ‘place’ is being created,
providing living space at the heart of
an urban centre, as part of a future
sustainable ‘Compact City’.
CHARLES GRAHAM, DIRECTOR, ROLFE JUDD
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“ Saffron Square is designed to mark the
regeneration of Croydon. The centrepiece
of the development, a tower that breaks
with the existing cluster of tall buildings,
will signify a new beginning for Croydon.
A public square will be created at the base
of the tower creating an active permeable
space, integrating the development within
the existing urban grain.
With the implementation of Saffron
Square, a new ‘place’ is being created,
providing living space at the heart of
an urban centre, as part of a future
sustainable ‘Compact City’.
26 27
Saffron Square complements its stylish exterior with interior design that is equally chic.
Berkeley Homes are renowned for quality. Generous spaces are combined with the very best materials and fittings throughout. High standards of traditional craftsmanship are combined with high levels of technical expertise and cutting-edge design, ensuring comfort and durability as well as exceptional style.
Computer generated image of an exterior at Saffron Square. Typical Berkeley Homes interior.
STYLISH INTERIORS,
QUALITY DESIGN
Apartments are both striking and contemporary in design with features that include sleek and efficient individually designed kitchens, spacious open plan living areas and high quality fixtures and fittings. Saffron Square apartments will have built in appliances. Heating and lighting systems will reflect the demands of modern living as well as the need to reduce energy use and carbon emissions.
CONTEMPORARY
INTERIORS
Saffron Square is the
first stage of the major
regeneration of Croydon.
Within walking distance
of both East and West
Croydon rail and London
Overground stations.
Fast, convenient and direct
links to the City, London
Victoria (for the West End)
and Canary Wharf.
Suites, one, two and three
bedroom apartments provide
a prime opportunity for investors.
With many of London's
best universities so close,
there is a world of
choice for education.
State-of-the-art, iconic
design by award-winning
architects, Rolfe Judd.
A new public realm for
Croydon, with a landscaped
piazza and space for retail.
Croydon is home to
many national and
international business
headquarters.
01
02
03
05
08
07
06
10
09
04
TEN OUT
OF TEN
Two of London's largest
shopping centres, both
within a five minute walk*
from Saffron Square.
30 31
A wealth of choice on
your doorstep, with
superb restaurants,
bars and culture
close at hand.
At Saffron Square the aim is to repeat the success achieved at the multi award-winning Tabard Square development. Rolfe Judd the renowned architects who designed Tabard Square have been appointed again and are set to build on this success. The parallels between the developments are clear to see, both schemes feature a public landscaped square, striking architecture and a landmark building.
SETTING STANDARDS:
TABARD SQUARE,
LONDON SE1
WHY CHOOSE
BERKELEY HOMES?
Founded in 1976, Berkeley Homes is now one of the UK’s leading property developers, specialising in high quality housing, socially responsible schemes, mixed-use and urban regeneration projects.
The Berkeley Group Holdings is listed on the London Stock Exchange (LSE:BKG) and is a constituent of the FTSE 250 index.
The Berkeley Group has an unrivalled understanding of the home building market and the financial strength to deliver its pioneering approach to land development. Our management structure and highly autonomous and diverse companies allow us to take advantage of all development opportunities and quickly react to the changing needs of the market.
Our vision is to build award-winning homes of outstanding quality, which exceed expectations on all levels. We also make a vital contribution to the landscape, to the communities we help to create, and to the environment, through our
commitment to excellence in design, sustainability, and addressing the needs of our customers and our neighbours. In essence we create exceptional places to live.
Royal Arsenal, London SE18.
Barnes Waterside, London SW13.
AWARDS
r)PVTJOH#VJMEJOH*OOPWBUJPO"XBSET#FTU%FTJHO*OJUJBUJWF r)PVTJOH%FTJHO"XBSETm0WFSBMM8JOOFS r&WFOJOH4UBOEBSE/FX)PNFT"XBSETm)JHIMZ$PNNFOEFE r#VJMEJOH"XBSETm.BKPS)PVTJOH1SPKFDUPGUIF:FBS r$JWJD5SVTU"XBSEm$PNNFOEBUJPO r#VJMEJOHGPS-JGFm(PME4UBOEBSE34 35 r4BΞSPO4RVBSFXJMMTQFBSIFBEUIFSFHFOFSBUJPOPG$SPZEPO
r5IJTXJMMNBLFBQPTJUJWFDPOUSJCVUJPOUPUIFMPOHUFSN
physical, social and economic fabric of the community.
r"OFOFSHZFΡDJFOUCVJMEJOHGBCSJDXJMMCFVTFEUPSFEVDF
heat loss to all properties.
r"DPNCJOFEIFBUBOEQPXFSHFOFSBUJPOQMBOUXJMMCF
provided on site, this will be sufficient to reduce carbon
EJPYJEFFNJTTJPOTCZNPSFUIBO
r4BΞSPO4RVBSFXJMMCFNBOBHFEXJUITVTUBJOBCJMJUZBOE
ecological responsibility as a key focus at every stage.
r4VTUBJOBCMFCVJMEJOHUFDIOPMPHJFTXJMMCFVUJMJTFEUP
reduce waste generation on site.
r5IFEFWFMPQNFOUXJMMCFCVJMUJOBDDPSEBODFXJUICFTU
practice set out within the Considerate Contractors Scheme and Construction Environmental Management Plan.
r-PXFOFSHZFYUFSOBMMJHIUJOHXJMMCFQSPWJEFEUISPVHIPVU
the development.
r4FDVSFCJDZDMFTUPSBHFJTQSPWJEFEGPSFBDIQSPQFSUZ
Wherever possible, energy
use will be reduced, the
carbon footprint minimised,
and material recycled.
PUTTING
SUSTAINABILITY
FIRST
Croydon = ‘Saffron Valley’
*
‘Saffron Valley’. L. Crocus sativus, the autumnal
crocus, was introduced by the Romans. Although it
was probably successfully established as an invasive
species, it was re-named ‘saffron’ (Arabic za’fran,
[def.] az-za’fran) when it was re-introduced to
Western Europe by Crusaders.’
Call +44 (0)208 774 9888
saffronsquare@berkeleygroup.co.uk
www.saffronsquare.co.uk
The information in this document is indicative and is intended to act as a guide only as to the finished product. Accordingly, due to Berkeley Homes’ policy of continuous improvement, the finished product may vary from the information provided. These particulars should not be relied upon as accurately describing any of the specific matters described by any order under the Property Misdescriptions Act 1991. This information does not constitute a contract, or warranty.
The dimensions given on plans are subject to minor variations and are not intended to be used for carpet sizes, appliance sizes or items of furniture. Saffron Square is a marketing name and will not necessarily form part of the approved postal address. Applicants are advised to contact the developer’s agent to ascertain the availability of any particular property so as to avoid a fruitless journey. Correct at time of going to press. E448/08CA0610
ST.PANCRAS (KING’S CROSS) 27 MINUTES WEST END (COVENT GARDEN) 24 MINUTES LONDON VICTORIA
16 MINUTES LONDON BRIDGE (THE CITY) 13 MINUTES
CANARY WHARF
20 MINUTES (LONDON 2012)STRATFORD 33 MINUTES
Maps not to scale.
DIRECTIONS
From the M25, take Junction 7 for the M23. As the M23 merges into the A23 follow signs for Purley & Croydon. Take the A232 to your right at Purley Cross. Turn left at the Fairfield Hall roundabout onto the A212 Wellesley Road. Saffron Square is located on the right hand side,
a short distance past the Whitgift shopping centre.
