Proud House, Apartment Building.
Amazon Street, Whitechapel, London E1

Proud House is a residential new build development of 6 apartments in a former run-down area of East London. The building was given an assertive appearance to facilitate urban regeneration in an inner city area previously overlooked for redevelopment. Various materials are employed to integrate the design into a disparate environment including the use of a sacrificial concrete graffiti wall.
A more traditional and conventional application by another architect for the site had been rejected by the planners, and this scheme led to 11.04 being recommended by the planners to a developer with a site opposite. All flats sold within 2 hours of going on the market, which led Chris Roche to comment: “Whilst most developers use sexy advertising to sell their apartments, 11.04 design sexy apartments which sell themselves”.

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