INSIDE THE BLOOMSBURY SERVICED APARTMENTS: DESIGNING FOR PERFORMANCE

Images by Selonis Ltd

We recently sat down with investment property consultant Izel Seloni, founder of Selonis Ltd, to talk about the success of the Bloomsbury project — an eight-residence prime central London building conversion designed for the serviced apartments market. With extensive experience across property investment, asset management and prime London real estate, Izel and his team specialise in sourcing and managing high-performing opportunities for international investors, making him a valuable voice when it comes to understanding this evolving market.

Having worked together across several projects, the conversation naturally expanded beyond just this development. We discussed the current state of London’s modern stay market, guest expectations, and why design-led interiors are now playing such a key role in both performance and investor returns, while also getting Izel’s insight into what investors are really looking for in today’s market.

“WE KNEW THIS BUILDING HAD HUGE POTENTIAL”

Images by Selonis Ltd

Q1. How did the Bloomsbury Serviced Apartments project come about?

A: I originally met the clients when they were looking for a flat for themselves. I sold them a property, and INVESTA furnished it, and they were extremely happy with the outcome. They loved the attention to detail, everything felt considered and tailored to their style, from the furniture and artwork through to the smaller finishing touches.

Later on, they started looking for a more investment-focused opportunity and wanted either a building or a hotel-style asset in London. When the Bloomsbury building came up, I immediately felt it had huge potential. I carried out my own valuation and believed it was an undervalued asset with a strong potential to generate a very solid net return.

Q2. What are you focusing on in the market right now, and why?

A: We’re heavily focused on prime central London, particularly areas like Chelsea, Mayfair, Knightsbridge and South Kensington. We’ve seen price corrections across some prime postcodes recently, which is creating strong opportunities for long-term investors. We still see very strong demand in these locations, especially for well-positioned assets with short-term rental potential.

Q3. How would you describe the modern stay market in central London right now?

A: Demand remains very strong, especially for well-designed apartments in prime central London. Guests want more space and flexibility than traditional hotels can offer, particularly families and groups travelling together. Well-presented two and three-bedroom apartments continue to perform extremely well because they offer a better overall experience while still achieving strong nightly rates.

WHY DESIGN MATTERS MORE THAN EVER

Images by Selonis Ltd

Q4. Have guests become more design-conscious over the years?

A: Definitely. Guest expectations today are much higher than they were even a few years ago. People notice everything now, from comfort and internet speed through to the overall presentation of the apartment. Reviews are incredibly important in this market, so if a property feels dated or poorly furnished, it immediately impacts future bookings. Design and presentation now play a huge role in occupancy and guest satisfaction.

Q5. How big of a difference does design actually make when it comes to bookings and pricing?

A: Design is fundamental because it completely changes how a property is perceived. Good furniture, lighting, artwork and styling can transform an average flat into something that feels premium. In a competitive market, that differentiation is everything. If an apartment photographs well and stands out online, it gets booked earlier, performs more consistently and gives you far more flexibility with pricing.

 Images by Selonis Ltd

Q6. What’s the biggest difference between furnishing a serviced apartment and a traditional rental?

A: With serviced apartments, you need to think about absolutely everything. From bottle openers and glasses to throws, bathroom accessories, decorative items and artwork. The property needs to feel completely ready from day one.

That’s what worked so well with INVESTA for the Bloomsbury Project. Once the keys were handed over, the apartments were fully operational and ready to rent immediately. Everything had already been considered.

Q7. How important was consistency across all eight apartments?

A: Consistency across the building was really important, especially because we often host families or larger groups booking multiple apartments together. We kept the same overall design standard and quality throughout the building, while still giving each apartment its own identity through different colours, artwork and styling details. That balance helped the apartments feel cohesive while still standing out individually online.

Q8. What stood out to you about working with our team on this project?

A: For me, the biggest thing is reliability and speed. INVESTA inspected the building, developed the concept and turned around a full quotation for all eight apartments within just a few days. Everything was then delivered even faster than expected.

More importantly, whenever there was a challenge, the team acted quickly, took responsibility and solved problems efficiently. That’s a huge part of why I enjoy working with the team, because you don’t feel like you’re constantly chasing updates or managing problems yourself. Things simply get handled properly and efficiently.

Q9. Once the apartments went live, what kind of response did you see?

A: The final presentation made a huge difference. The furnishing and decoration looked fantastic in person, but also photographed incredibly well, which is essential for serviced apartments.

Because they looked so strong online, we actually achieved better figures than we originally expected. The response from the market was extremely positive, with the property achieving a 4.95 rating.

"The success of the Bloomsbury Serviced Apartments project highlights the growing value of design-led turnkey projects within the prime London rental market. With exceptional guest feedback and strong occupancy performance, the project is a clear example of how thoughtful design and seamless delivery directly drive commercial success. It’s important we continue to build on this momentum by promoting these results, strengthening key relationships and positioning ourselves at the forefront of the prime central London property market."

- Samuel Lewis-Clinton, Group Sales Director

Q10. Do you think furnishing also impacts the overall value of a property?

A: Absolutely. Good furnishing can significantly increase perceived property value because buyers emotionally connect with a fully finished home much more than with an empty apartment.

When someone walks into a perfectly furnished flat, they immediately understand the lifestyle and potential of the space. That emotional connection often translates into stronger offers.

THE FUTURE OF TURNKEY MODERN STAYS

Q11. What are investors really looking for in the market right now?

A: Turnkey solutions are becoming increasingly important, especially for overseas investors. Buyers want professionally designed, operationally ready apartments that can perform immediately without the complexity of major renovation work.

Images by Selonis Ltd

CREATING SPACES DESIGNED TO PERFORM

The Bloomsbury Serviced Apartments project reflects how much this modern stay market has evolved. Location still matters, but today, design, presentation and guest experience play just as important a role in how a property performs.

For this project, the goal was to create a fully considered, market-ready experience across every unit with a strong visual impact.

As more investors move towards turnkey short-term rental models, the demand for thoughtfully designed, ready-to-perform spaces continues to grow.

If you have a short-term rental property and would like to discuss your project, get in touch below.

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