The Journal

History lurks in every corner of London. It is difficult to wander the city without stumbling upon a heritage building every few yards; from local groceries and banks to the average family home, almost every structure and facade bears testimony to the capital's storied past. It is no wonder that London leads the charge in adaptive reuse, a practice wherein historic buildings are sensitively converted for contemporary purposes while their original character is preserved.

Mid-century modern design continues to inspire interior enthusiasts and appears frequently across popular television and film. At its heart, the style champions simplicity, functionality and organic forms, with a colour palette that successfully reflects these principles.

There has been a seismic shift in how marketing and sales operate across myriad industries over the last decade, and prime property is no exception. While the broader impact of social media on consumer behaviour has been dissected and debated at length, its particular role in luxury real estate is a more interesting story than most.