The Broadway x NAINOA


Inside The Broadway, US design firm NAINOA brings Northacre’s Mixed – Used development to life with beautiful, tactile, and ergonomic design

London, 6th December 2022– Northacre, the leading super prime property developer, announces prominent US Interior Design and Architecture Firm NAINOA behind the communal and wellness spaces for their landmark scheme The Broadway, SW1.

Located in the heart of historic Westminster, The Broadway at Orchard Place is a new city culture and contemporary wellness destination that is home to residential, commercial, and retail spaces combining urban luxury and convivial style. The mixed-use development includes 258 residential one- to-five-bedroom apartments as well as a collection of penthouses.

New York based NAINOA are known for their high-end residential designs across the US. The Broadway marks NAINOA’s first scheme in the UK. Throughout the project NAINOA pointedly worked with natural, live, and recycled materials. This is first seen in the artistically clustered pendant fixtures that anchor residential lobbies. These one-of-a-kind fixtures offer high polished brass pleasantly contrasting a matte oxidized green. Custom charcoal sofas with brass inlay detailing ground the space. Unlike a traditional seating area, NAINOA have chosen an organic scheme. The asymmetrical seating area feels balanced and purposeful sitting on top of complementary amorphous rugs. To bring the outdoors in, NAINOA partnered with sculptor, Matthew Crabb of Titan Arcadia, who created a near- ceiling height brushing birch tree sculpture made from a locally fallen tree. The layered textures, range of finishes, and geometric forms make the space feel playful yet elevated. NAINOA, has created a space both welcoming and practical for residents and the community.

Born and raised in Hawaii, Noa Santos began his design career at Stanford University followed by one of Manhattan’s premier design firms. After working exclusively with private clients, Santos launched an interior design agency representing over 1,000 designers across the country. In 2019, he created NAINOA: a residential and commercial design firm which brings a level of operational organization and efficiency to the practice of interior design.

Noa Santos, NAINOA comments: “Communal spaces are no longer simply sculptural, they aren’t gallery spaces meant to be observed. Rather, they are extensions of one’s home. As one welcomes a guest, enjoys a quiet spa moment or conducts a business meeting, one relies on both the beauty and functionality of communal spaces to elevate their standard of living and working. At NAINOA we bring a level of practicality to our designs. We want the spaces to look beautiful, but they are only successful if they are put to use. For The Broadway our designs were hugely influenced by Northacre’s overarching vision to create the ultimate wellness destination. Wellness must be considered holistically. In working with the team at The Broadway, we discussed how design should transcend visual stimulation and appeal to all the senses. For example, we considered sound in our spaces, adding textures to absorb sound and create a calm and quiet environment. A bespoke scent has also been created by fragrance designer Timothy Han, that residents and guests alike can become familiar with and over time smell like home. Textures are a big part of our work throughout the project – pieces are not simply beautiful, the way they feel should surprise and delight. We believe feeling a sense of wellness requires layers and we worked to architect those nuanced experiences into each area.”

Amy Wardell, Head of Brand at Northacre comments: It has been a fantastic experience working with Noa and his team in bringing these spaces to life. They have captured the brief perfectly and created warm and welcoming spaces for residents and office tenants, which immediately bestow a sense of wellness and calm.”

About The Broadway

The Broadway, SW1 was inspired by the Art Deco features of the neighbouring Grade I listed property, 55 Broadway, once London’s tallest building when it was built in 1929. Northacre and architectural partner Squire and Partners studied the beautifully configured architecture of 1920’s jewellery, and its contemporary interpretations, as a creative direction for the development. The shapes and structures found in luxury retail form the concept for The Broadway’s interiors, and the buildings have been named after three of the world’s most revered diamonds; The Sancy, The Paragon and The Cullinan.

The interiors have been carefully considered to take advantage of the dramatic quality of light created by the unique exterior and interior architectural design and provide a real sense of space alongside an elegant colour palette and contrasting textual effects.

The Broadway provides 16,000 square feet of health, fitness and spa amenities that afford residents the chance to relax and recharge in an exceptional setting. Facilities include an elegant 25m pool, gym and personal training studio, treatment rooms and a spacious, state-of-the-art games room, that can be booked by residents as additional entertainment space, alongside well-equipped meeting rooms, screening room and extensive parking.

As the area evolves into a new thriving business and leisure district for London centred around contemporary wellness, The Broadway will add 116,000 square feet of state-of-the-art office-space alongside its 27,000 square feet retail collection. The destination aims to create a sense of place and community through its dynamic new street, Orchard Place, which will provide 20,000 square feet of new public realm to the area. The site of The Broadway once served as home to the verdant orchards of Westminster Abbey. Soon it will provide a thoughtfully landscaped new street and two beautiful fourth-floor sky gardens, which will link the six residential buildings and provide an urban oasis above the bustle below for residents to enjoy.

By creating something that seamlessly integrates with the lives of London’s inhabitants and the city around it, The Broadway will bring something entirely new into the heart of one of London’s most historic areas and reflect traditional British luxury but reinvented.

The apartments range in price from £1.75m to POA.

About Northacre

With 30 years of experience, Northacre is London’s leading developer of exquisite residences in the most sought-after locations. Northacre Properties distinguishes itself through an intrinsic understanding of quality, where passionate attention to detail is combined with an appreciation for craftsmanship, heritage, and innovation. Northacre Properties has been responsible for the notable developments of The Lancasters, The Phillimores, Kings Chelsea, and The Bromptons, to name but a few. The schemes remain landmark locations within London


NAINOA is an international architecture and interior design firm based in New York City and Los Angeles. We are a team of listeners, problem solvers, and creative thinkers determined to craft truly singular spaces for each of our clients. We design without ego and work hard to build meaningful and lasting relationships with our clients – relationships built on trust, open communication, and mutual respect.

We come from Stanford, Harvard, Parsons, and SCAD – institutions that taught us to pair creativity with an operational rigour to keep our projects moving forward and our clients well-informed.

We seek to learn as much as we do to teach. Our favourite clients inspire us, surprise us and challenge us to be better than we were the day before.