THE WHITELEYS’ ICONIC CLOCK TOWER WELCOMES MAXALTO’S FIRST EUROPEAN HOME

Images courtesy of Maxalto

Designer Collection Gets a Maxalto Makeover

London’s iconic Whiteley has been reborn. Following a £1.5 billion transformation, the historic landmark now reveals its latest gem: Europe’s first show apartment designed in collaboration with Maxalto, B&B Italia Group’s timeless interiors brand. Curated by the celebrated Italian architect Antonio Citterio, this exclusive residence also marks Maxalto’s 50th anniversary.

Originally launched by William Whiteley over 130 years ago as London’s first department store, The Whiteley has long been a symbol of rare treasures and bold innovation. Today, that legacy lives on in a four-bedroom apartment that blends heritage architecture with modern Italian elegance.

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Perched within the building’s historic clock tower, behind its Grade II listed Queensway façade, the 4,349 sq. ft. home is a showcase of refined craftsmanship. Next door, Foster + Partners has reimagined the 1911 glass dome as a 624 sq. ft. internal winter garden, flooding the apartment with natural light and connecting effortlessly to the open-plan living, dining, and kitchen spaces.

A bespoke clock face—crafted by master artisans for the first time in the tower’s history—anchors a soaring six-metre ceiling in the clock tower room. Here, a floor-to-ceiling bookcase with top-stitched leather shelves and a decorative library ladder is illuminated by cascading Flos Noctambule pendants, creating a space that is at once dramatic and intimate.

The interiors exemplify Maxalto’s signature approach: elegant yet practical. Custom boiserie panelling frames the entrance and living area, where a Corteccia stone fireplace complements a Lilum sofa, Xilos coffee table, and Intoto dining table beneath Flos Skygarden pendants. Warm leather Fulgens bar stools, a sculptural Arclinea kitchen with Bianca Eclipsia quartzite, and tactile natural materials strike the perfect balance between heritage and modernity.

The principal suite is a serene retreat, featuring a bespoke Kasia leather headboard, integrated brass reading lights, and a generous walk-in dressing room with custom Backstage wardrobes. Each bedroom harmonizes period features with contemporary finishes and curated artwork. The study offers a sophisticated workspace, complete with black oak Biblia bookcases and a Calacatta marble Pathos desk. Outside, a 952 sq. ft. terrace, furnished with B&B Italia Outdoor pieces, offers space for quiet reflection or entertaining.

Residents will also enjoy access to Queensway’s £3 billion revival, alongside 139 other residences, the UK’s first Six Senses hotel, and 60,000 sq. ft. of world-class amenities—including a 20-meter swimming pool, spa, gym, padel court, library, and children’s playrooms. The Maxalto-designed apartment is currently on the market for £24 million.

Alex Michelin, CEO of Valouran, comments: “We are proud to debut Europe’s first residence exclusively featuring the Maxalto collection within The Whiteley’s historic clock tower—a space that exemplifies quiet luxury, architectural integrity, and enduring Italian design.”

Demetrio Apolloni, CEO of B&B Italia Group, adds: “This collaboration combines our expertise and knowledge of The Whiteley’s architectural heritage with the timeless contemporary soul of Maxalto, blending sophisticated design and outstanding craftsmanship.”