119 Howth Road

The details of 119 Howth Road were finally revealed last week following the development’s launch on Tuesday.

The scheme contains 52 apartments, referred to as ‘suites’. Suggestive terms like this are scattered throughout the upmarket website and brochure, and with good reason. At 119 Howth Road, Errisford Developments have set new standards for Dublin’s ‘lifestyle’ developments. Think of living in a hotel, not - “Good evening, Mr. Fawlty” , but - “Did Sir enjoy Sir’s cognac?”

Recently, property developers have recognised that some buyers can be enticed by accompanying schemes with upmarket personal services. One of the first developers to capitalise tap into this market was Glenkerrin homes when they released ‘The Grange’ - Dublin’s first scheme to include a concierge service.

119 Howth Road also has a permanent concierge. Along with this is advertised the availability of a personal shopper; personal trainer; masseur; private chef; and service maid. Access to a private jet and helicopter is also mentioned but, as with many of the aforementioned staff, this is surely just a booking service. Additionally, the scheme features a members club, a conference room, and a health centre. To complete the luxury, the development is architecturally modelled on the Louvre, and even includes the famous glass pyramid.

These features and services are marketed as the primary selling points of the development. Indeed, when reviewing the scheme’s marketing material, it is not until after a few short movies and a full brochure that you arrive at information about floor space or bedroom numbers, despite the 52 units being larger than average.

The development itself has been designed to impress, and it succeeds. The entrance to the 4-floor building is at the Northeast through a large and stylish foyer. The apartments are contained across three sides of a courtyard with the Southwest aspect left open. At first, the replica glass pyramid looks somewhat tacky as the centre piece of the courtyard. It is however, the ceiling to the underground pool and health centre and a very cleverly designed feature.

After a marketing campaign that promised something special, it’s fair to say that 119 Howth Road has delivered.