Summer is settling in with promise at United Kingdom Sotheby’s International Realty. The agency has unveiled a new flagship showroom at One Hyde Park, one of London’s most eminent residential developments – its sixth opening in two years, coming swiftly after the landmark Kensington opening. In collaboration with Diriyah Gate – a governmental organisation dedicated to reviving the ancient Saudi Arabian city's rich legacy – this venture is anchored in cultural enrichment while forging lucrative ties across markets with a shared appetite for heritage and luxury.
After sealing the deal in Riyadh, the two parties are launching the Knightsbridge outpost in June, bridging the Saudi Arabian and Prime Central London markets. The move marks the brokerage’s strategic expansion into the Middle East and GCC region, while serving as a cornerstone of celebrating Diriyah’s emergence as a global cultural and lifestyle destination.
Bridging Global Capital with Cultural Heritage
Following a year in which it unlocked £1.2B in sales, United Kingdom Sotheby’s International Realty’s new trophy base in One Hyde Park reinforces its firm grip on the Prime Central London market. Once home to the McLaren showroom, the space now also serves as a gateway to Diriyah – the birthplace of Saudi Arabia, reimagined as a global centre for heritage and culture – while continuing to spotlight the brokerage’s portfolio of exceptional properties across the capital.
The showroom forges a two-way street between discerning investors drawn to Saudi Arabia’s rich economic landscape and Saudi partners seeking meaningful global engagement and long-term investment relationships, reflecting a shared vision.
George Azar, Chairman & CEO of Dubai, United Kingdom, and Saudi Arabia Sotheby’s International Realty, explained to Knightsbridge and Belgravia magazine, “The aim is to serve both the Saudi clientele as well as the super-prime UK market. One team will be dedicated to our London offering, while another will focus exclusively on our Saudi portfolio, which, at present, largely comprises five-star branded developments in Diriyah.”
The Bigger Picture
In 2016, Mohammed bin Salman Al Saud, Crown Prince and Prime Minister of Saudi Arabia, launched the ‘Saudi Vision 2030’ — a programme aimed at driving economic diversification and cultural revitalisation in the Kingdom.
As part of this sweeping national transformation, Diriyah Company was founded in 2023 and incorporated into the Kingdom’s Public Investment Fund-backed portfolio of giga projects. The company serves as a key pivot in this vision, spearheading a range of initiatives for reimagining the birthplace of Saudi Arabia into a coveted lifestyle destination. Diriyah will see the arrival of over 100,000 homes, sustainable urban development measures and five-star hospitality venues.
This partnership brings that labour of love to London, with Diriyah Company launching a colossal marketing initiative within the One Hyde Park showroom, positioning the space as a global touchpoint for Diriyah's story and ambitions.
Step into ‘The City of Earth’ at One Hyde Park: The Diriyah House Experience Centre
The co-branded One Hyde Park flagship will be playing host to the Diriyah House Experience Centre, an exhibition featuring four breathtaking 3D models of Diriyah alongside original artefacts, creating an evocative, immersive sojourn through the venerable city.
Jerry Inzerillo, CEO of Diriyah Company Group, expressed his enthusiasm, stating, “This prestigious London address enables us to share Diriyah’s story on a global stage in a truly world-class setting, strengthening our international outreach as we build one of the world’s greatest gathering places, rooted in the history, heritage and culture of the Kingdom.”
A Cherished Relationship
United Kingdom Sotheby’s International Realty and Diriyah Company have cultivated an enduring partnership, uniting two key markets that share a sustained interest in each other’s super-prime real estate. This collaboration is a natural extension of an established connection between the brokerage and the storied city.
Sotheby’s International Realty recently entered the Saudi market, using Diriyah as a launchpad, and is already marketing branded residences from prestigious hospitality names such as The Ritz-Carlton, Corinthia, and Baccarat – each integral to the seismic developments reshaping the city.
Parallely, Knightsbridge offers an ideal setting to converge the interests of these two dynamic markets – peppered with refined lifestyle offerings, cultural landmarks and period buildings, the illustrious postcode has long lured in discerning home seekers and holidaymakers from the Gulf and the Middle East. George Azar emphasised this affinity, telling Knightsbridge and Belgravia magazine, “The GCC and Middle Eastern communities have long held Knightsbridge in high regard, particularly as a luxury shopping destination. In the summer, it truly feels like an extension of the Middle East, with many from those communities enjoying the high-end dining and leisure offerings. Interestingly, many of the up-and-coming bars in the area are richly infused with Middle Eastern influences.”
Furthermore, it is United Kingdom Sotheby’s International Realty’s unique brokerage model that has facilitated several high-value deals across the Middle East, further fortifying the synergy between the super-prime agency and the Kingdom-backed developer. Azar detailed, “Our London estate agents have secured several significant deals in Dubai this year, commanding sales totaling £80, £100, and even £150 million. Notably, the full commission from these sales was retained by our London office.”
Final Thoughts
This collaboration between United Kingdom Sotheby’s International Realty and Diriyah Company offers a unique blueprint for global luxury diplomacy. The One Hyde Park flagship is much more than a luxury real estate boutique – it marks significant strategic milestones for the leading British brokerage firm and a seismic cultural stride in Diriyah’s global presence.
George Azar shared, “We are proud to collaborate with Diriyah Company on this landmark initiative and to support the launch of the Diriyah House Experience Center at One Hyde Park. As their partners, we are pleased to offer our experience and expertise in presenting ultra-prime real estate to a global audience. With a strong foothold in the UK’s super-prime market, this collaboration allows us to do what we do best — represent the world’s most exceptional properties while acting as local experts with global reach. Through this partnership, we look forward to connecting discerning investors and stakeholders in the UK with the extraordinary vision and opportunities emerging in Diriyah.”
