As many of the people who shoot with us know, jj HQ is a mere stone’s throw from Old Street and its famous, bustling roundabout that connects east London to the city. Old Street is reputed to be an old Roman Road and, 1000 years later, the area has been claimed by a shiny new influx of pioneers, earning the area a rebrand: ‘Silicone Roundabout’.
Riffing off California’s moniker for its tech mecca, ‘Silicone Valley’, Old Street earned its new title less than 10 years ago when the significant number of tech startups in the immediate vicinity were noted. Just one tweet coined the phrase, which snowballed in to the movement we see today. The area is now recognised by the government as noteworthy area of growth, backed up by inward investments to underpin this recognition.
It’s with no surprise that the area’s appearance has changed significantly off the back of the new recognition the area has gained. Passé buildings from the latter part of the 20th century, or before, are either receiving complete makeovers or being torn down to make way for statement architecture.
Two of the most notable recent additions to Old Street Roundabout are the hive-like towers of Bezier Apartments. It is in these towers that ‘Old Street Penthouse’ nests. Looking down directly on to the roundabout, the apartment – a jj Exclusive – is a great vantage point to view the swarming population of the area. The owner is a pioneering businessman himself with an enterprising sideline hiring out the location for filming, photoshoots and the odd event.
But the view is only one segment of what this property has to offer. As you’d expect from such a striking exterior, the interior is also a wonder to behold. The apartment offers luxury living over two floors with a terrace that is anything but pokey: fancy a glass of champagne in a hot tub whilst the rat race continues below? Not a problem.
The property’s design is of the highest of standards which includes gadgetry to open curtains, control the temperature and lights all from one keypad. The kitchen is thoroughly modern and open-plan, with an impressive dining table, which gives indoor entertaining as much kudos as barbecues and bubbly on the balcony.
There is a masculinity to the property’s appearance, without the colour scheme being too heavy or boyish. Instead, the owner has opted for soft greys, whites and creams with tasteful brushes of gold and silver. Textured walls, warm floorboards, rugs, and velvet furnishings help to complete the zen of the space inside the apartment, ensuring that high-end design is never lost to a clinical or impersonal appearance in the location.
Old Street Penthouse has so far made an appearance in many shoots, hosting celebrity editorials, ‘How to…’ videos, and welcoming Robbie Williams and other artists who’ve shot there music promos at the party. The property also welcomes small scale events; anyone looking to host an intimate dinner for their clients or showcase products to invited members of the press will find the location an inspiring space.
The team at jj Equipment is based nearby and can supply kit for your film or photo shoot at this location.
To book Old Street Penthouse for your photo shoot, film shoot or event get in touch with our agency: 020 7749 0500 // firstname.lastname@example.org
To see more photographs of the location click here. – ref 3279
Further reading: get an insight in to how business is conducted on the Silicone Roundabout in Esquire’s article ‘Inside London’s Silicone Roundabout’