The new Gateway into Croydon, IYLO will be a 20 storey tower with the appearance of two elliptical halves that appear to be sliding past each other. It will be the only 100% private development in Croydon with an interior design and fit out surpassing anything else in the area.
IYLO will bring a kind of style and inspiration for living Croydon has not seen so far, an approach quite deliberately more associated with upmarket parts of central London.
The launch of IYLO is also a statement of confidence not just in the regeneration of central Croydon but in the ability of the market to take this kind of luxury development at the present time.
"We have already sold 50% of the apartments and have absolute confidence in our ability to sell the rest," said Ash Pillai, One of the Directors of Croydon-based Phoenix Logistics which, with partners E3 Property, is developing the site.
That the IYLO embodies the style and flair of apartments in the better parts of Central London is no coincidence. IYLO's architects Darling Associates are renowned for their work with upmarket developments in Central London and neighbouring areas.
IYLO will have a feature tiled grand double height lobby with a 24 hour security/concierge service and secured underground parking.
Apartments will have the highest quality features including Poggenpohl kitchens with Siemens appliances (Miele in Penthouses) quartz kitchen work tops and full height splash backs (natural stone in Penthouses) and pop up sockets, hallways and living rooms/kitchens will be presented with a porcelain wood effect floor (polished marble in penthouses) with under floor heating (comfort cooling in penthouses). Doors will be tall solid core walnut veneered with brushed steel ironmongery. All apartments are hard wired for mood lighting, ceiling speakers (5.1 surround sound in living rooms) and bathroom TV's. Bathrooms and ensuites are finished to a extremely high standard with Italian polished porcelain tiles over floors and walls and ensuites will feature wet room style tiled exhilarating showers.
IYLO's green credentials are impeccable with an environmental rating of excellent – heating will come from a biomass communal boiler fuelled by sustainable wood chips.
All apartments will enjoy either a private terrace, balcony or winter garden, and some penthouses will have all three.
By the time IYLO is complete in 2010 the East London line to the West Croydon interchange on the doorstep will bring the City just a short hop away without the need to go through Victoria or Waterloo.
IYLO is being unashamedly targeted at City of London executives among others. "IYLO is further proof of the fact that big money is moving into this area," said Ash. "There is £3.5 billion pouring into the redevelopment of Croydon and we are very much part of it."
The launch will take place on June 5 in Croydon where guests will be able to guide themselves on a virtual tour of the building, apartment by apartment. A sales and marketing suite will feature an exact replica of an apartment rather than a fanciful idea of how one might look.
Phoenix Logistics is fast gaining a reputation as a design led developer of high end properties for the discerning few. It is also proud of its Croydon roots. Around 90% of the team live in the area and they feel part of the changing face of Croydon.
Said Ash: "We are committed to this area and intend IYLO to represent the future Croydon at its best."
