Bentley picks £22.5m St John’s Wood mansion for centenary car event
Bentley Motors recently rented-out a well-known mansion in St John’s Wood to launch the latest iteration of its Flying Spur car, providing a significant boost to the property’s marketing campaign.
The Flying Spur event, held at 100 Hamilton Terrace, marked the centenary celebrations of Bentley Motors. It was attended by showbiz faces including Zara Martin, Laura Whitmore, Ian Sterling, Callum Best and Elle Eyre.
Aston Chase brokered the rental deal to Bentley, continuing a track record of high-profile marketing occasions at the 11,429 square foot house. 100 Hamilton Terrace is no stranger to big parties: the property hosted a lavish tie-in bash with Frieze Art Fair when the newly-refurbed mansion was launched for sale back in 2014; the ground floor has been used by Maddox Gallery to exhibit artwork by David Jarrow, RETNA and Russell Young, and jeweller G Collins & Sons has shown off its wares on the premises.
No.100 was acquired by its current owner ten years ago, and comprehensively refurbished. It was put up for sale five years later, in 2014, sporting a £32m asking price. The property was subsequently (2016) rented out via Beauchamp Estates for a 12-month let at £1.35m; Aston Chase says that the mansion “has been rented to a series of high-profile individuals” over the last couple of years. It was relaunched onto the sales market in September 2019, with a much-reduced asking price of £22.5m via Aston Chase and Beauchamp.
It’s also still available for rental, asking £25,000 per week.
The house features an impressive entertaining room (which was transformed into a car showroom for the Bentley centenary event), as well as a what estate agents describe as “one of the best 5-star hotel-like swimming pool, spa and leisure complexes ever built in the capital.” It comes with an attached mews house and a gated driveway with off-street parking.
Richard Bryce of Aston Chase: “Aston Chase are pleased that they could be part of the Bentley Motors Flying Spur showcase and the company’s centenary celebrations. Bentley is a brand synonymous with British luxury, craftsmanship and one-of-a-kind product and 100 Hamilton Terrace provides the same offering. It was therefore fitting for Bentley Motors to choose 100 Hamilton Terrace to launch their exceptional fleet of Flying Spur automobiles and the showcase event held in the mansion was a great success.”
In Pictures: 100 Hamilton Terrace & Bentley centenary event