A 23-storey block of flats in Deptford is now almost complete with scaffolding and sheeting down. The exterior materials do not appear to match what was evident when approval given. But more of that in a bit. Alongside comes a marketing push from developer Essential Living which tires to fool potential occupants into thinking this Deptford location is actually Greenwich.
And don’t give me none of that “but it’s Greenwich borough” nonsense! It’s an attempt to make the location more ritzy than it is. This isn’t however as bad as Peabody listing a Thamesmead development by Belmarsh as being in Greenwich, which showed a ton of pics of Greeenwich Park when clicking on the pages’s local area section. That was sailing dangerously close to the wind as mis-selling.
It could be they are aiming sales at overseas buyers who won’t know the difference. I saw something amusing today too with an advert in an estate agents aimed at Chinese buyers and going on about the “Year of the Pig” with some wildly dodgy bar charts of house price changes compared to five years ago, ten years ago.
Strangely no mention that prices in Greenwich are down 10% over the past year according to the Land Registry, which is the most comprehensive source of data.
Back to the Deptford block and I’d not noticed before today, so locals can confirm or refute this is the case on all sides of the building or my eyes are going, but from the angle I viewed earlier it appeared that glazed green tiles shown across the facade in renders before before building work commenced have gone from the finished product.
If so then good old “value engineering” a.k.a cutting back, appears to have taken hold after approval given.
And that’s not it’s only problem. It’s 23 floors yet appear squat and bulky. The sporadic stuck on balconies look pretty rubbish too.
Essential Living havn’t revealed rental costs yet. Possibly as they’ll be very high. Some have proclaimed the built to rent sector as a crucial tool in the housing shortage. To do so costs need to reduce sharply. We’ll see soon how much this will be.
And yes, it’s in Deptford.