Fitzroy & Co

The Build-to-Rent (BTR) model is designed for long-term rental housing, where a single entity—such as Est Rentals—owns and manages the entire building. Unlike traditional rental models, where individual investors own and lease units, BTR developments offer professionally managed properties with a focus on resident experience, flexibility, and security of tenure. Residents benefit from high-quality amenities, purpose-built communal spaces, and a strong community culture, all maintained to a consistent standard. Compared to ownership, BTR provides a hassle-free lifestyle without the financial burden of a mortgage, making it an attractive option for modern urban dwellers.

Fitzroy & Co sets a new benchmark in rental living by integrating sophisticated, hospitality-inspired design with the practical needs of renters. The interiors by LIFE's sister company - SORA Interiors -balance contemporary aesthetics with nostalgic charm, featuring a carefully curated mix of local and vintage furnishings. The material palette—timber, terrazzo, and soft textiles—creates a warm and inviting atmosphere. Apartments are designed with adaptable layouts, maximising storage and flexibility for residents to personalise their spaces.

Life Architecture and Urban Design is committed to advancing the BTR sector by designing spaces that prioritise liveability, sustainability, and community engagement. Future projects will continue to evolve the model by integrating hospitality-inspired design from other project sectors we work in with flexible, high-quality rental living. The BTR sector is poised for significant growth, particularly as renters seek long-term housing solutions that offer security, amenities, and an enhanced lifestyle. With a focus on sustainability, well-being, and adaptability, BTR developments will continue to shape the future of urban living, offering a compelling alternative to traditional ownership and rental markets.

Fitzroy & Co was inspired by the evolving needs of urban renters who seek more than just a place to live—they want a home that offers community, flexibility, and elevated lifestyle experiences. The project redefines rental living by blending the warmth of residential design with the premium services of a boutique hotel. Thoughtfully curated interiors by SORA Interiors covey a sense of place, offer adaptable living spaces, and hospitality-inspired shared amenities create an environment where residents feel a strong sense of belonging. Fitzroy & Co challenges the transient nature of rental housing, instead fostering a dynamic, community-driven atmosphere designed for longevity, comfort, and connection.

Fitzroy & Co is designed to bring people together through thoughtfully curated communal spaces. The development features a co-working hub, wellness-focused amenities—including a Technogym-equipped gym, yoga studio, and rooftop terrace with a pet park and spa. The crowning feature, the sky lounge, offers private dining, a cinema room, and a vinyl record lounge, fostering social engagement and leisure. Styled by Emma Elizabeth Designs, these shared spaces encourage interaction, supporting a vibrant community atmosphere that goes beyond conventional rental living. The integration of both private and communal areas ensures residents have opportunities for connection while maintaining personal comfort.