Way of Life releases first images of Balfron Tower BTR

Way of Life releases images of the Balfron Tower that pays homage to the iconic architectural design and the surrounding area.

Shared dining space at Balfron Tower | Way of Life | BTR News
Shared dining space at Balfron Tower. Image credit: Way of Life.

Contemporary residential specialist – Way of Life – has released the first images of its newest rental offering at Balfron Tower. The landmark brutalist building in Poplar now offers over 140 renovated Build to Rent apartments with prices starting at £1,715 per month.  

Balfron Tower comprises 140 one-, two-, three-, and four-bedroom renovated apartments, with first residents moving in this month. The residences take inspiration from the heritage of the building and embody Way of Life’s archetypal style, with the spaces incorporating intricate textiles, unique artworks and expressive sculptural forms.

Amenities in the service tower include fitness space and a yoga studio, co-working lounges, cinema room, a private kitchen with dining spaces, and a roof garden with panoramic views across London. 

Apartments at Balfron Tower will be available furnished or unfurnished, with prices starting at £1,715 per month. Residents can manage their apartment viewing and reservation process via one simple digital journey on Way of Life’s dedicated platform, in addition to managing their tenancy and home once they have moved in.  

“Marking our eighth Way of Life project, we are excited to engage in our first third party opportunity and add over 140 units to our rental offering of over 1,657 units. We’re pleased to be part of another project that utilises Way of Life’s skill set and presents a new offering to the rental market and an opportunity to live in an iconic London landmark.” 

Sowgol Zarinchang, Managing Director, Way of Life

Way of Life’s interiors at the Balfron Tower combines modern and vintage in unique and unexpected ways whilst prioritising functionality for modern living. The Grade II* listed building was designed by Erno Goldfinger and built in the 1960s for the London County Council. It was a prominent landmark of Britain’s modernist architecture of the late 20th century. Way of Life’s new rental apartments and amenities aim to honour the original architecture and its origins.

Emblematic of Goldfinger’s iconic brutalist style, Balfron Tower has a hammered concrete facade and is made up of unique ‘streets in the sky’ spread over 26 storeys. Goldfinger’s original design was distinctive for its separate service tower, keeping communal areas and services separate, connected with bridges to all the apartment floors.

“We are excited to announce the launch of residences at Balfron Tower, this design-led proposition is a unique offering and opportunity for London’s renters. Designed by iconic architect Ernő Goldfinger, it might be the purest expression of modernist thinking in London. Paying homage to Goldfinger’s original design and principles of vertical living, the tower has been refurbished to maximise the use of all the spaces, restoring the concrete facade along with other details.

“The interior spaces prioritise unique modern design and high-quality finishes, as well as an amenity offering that caters to a variety of aspects of contemporary living. Balfron Tower was designed to foster community and it will be a joy to see it occupied once more.”

Gavin Chetty, Creative Director, Way of Life

Sitting among a network of canals, docks and estuaries, Poplar is a dynamic neighbourhood with a rich history, with the local area including heritage spots such as Chrisp Market and Poplar Baths, a variety of cafes, restaurants and retail offerings. 

Balfron Tower is conveniently located a short distance from the DLR, which reaches Bank in ten minutes and has numerous nearby bus routes with Canary Wharf reachable in under 15 minutes.