Dalston Curve: no flats, no prices. Buy now

Western Curve" site Dalston London 260913 © david.altheer@gmail.com

SO CONFIDENT is Taylor Wimpey (TW) of selling its still-unbuilt flats on the so-called Dalston western curve site that its newspaper and online advertisements do not bother to give any pictures or even a range of prices.

Readers of the ad are asked to phone a number to “register their interest” to buy off-plan but those who get through and ask what the flats will cost are told that has not yet been worked out. Loving Dalston can tell you: a one-bedder in what TW is calling an “eclectic mix of 106 new Lifetime Homes”, a “sensitive” scheme will cost £350,000. (The Lifetime Homes reference is a design standard, but of course you knew that. [No.  –  Ed.])

Some marketing committee has come up with the name Dalston Curve for the flats, which are at Kingsland High Street E8 2NS, well situated for transport, shopping, education, culture, leisure and, uhm, traffic noise.

The marketers add the usual unconvincing stuff about “all [All? Really? –  Ed.]) the advantages of energy-efficiency” and an “excellent internal specification”. No mention of  the “shops, restaurant and bar use” of the planning application.

Hackney council says it sent almost 300 letters to people near the site of the proposed Transport for London and TW development. Fifteen respondents objected to the proposal, which featured a building of seven floors, exceeding a Dalston Area Action Plan recommendation.

Hackney said this was acceptable because most of the development was within the recommendation and duly okayed “Dalston Curve”, as it will obviously now be known, on 3 July 2013.

Hackney First founder Mustafa Korel commented: “Development in Hackney continues to favour lining the pockets of speculative developers with no interest in community regeneration.”

Hamish Scott 270913

* The approved plans (application 2013/1039). Warning: the many documents are inadequately labelled. 

Update: an off-plan buying day was held at the Arcola Theatre, Dalston, on 30 Jan 2015.

* Emboldened underscored words in most cases indicate a hyperlink, a reader service rare among websites. If a link does not work, it is probably because the site to which the URL refers has not been maintained.

This site welcomes fair comments, including the critical. Letters may be edited for grammatical, legal or taste reasons, or for shortening. RSS feed link is at top right. Twitter: @lovingdalston Publicists, amateur and professional, should read http://bit.ly/ZnClKc Also relevant may be the note at the end of http://bit.ly/117GXmi Photographs © David Altheer unless otherwise stated and apart from supplied pictures

2 thoughts on “Dalston Curve: no flats, no prices. Buy now

  1. Not sure if I agree. You could easily argue the contrary: especially in times of property slump it becomes necessary to market as strongly as possible. These flats will probably sell very quickly anyway (with or without much marketing).

    Anyway, it is good that you spotted it, and I’m sure Taylor Wimpey is glad of some free advertisement. I’m sure to give them a call…

  2. Errr. You do know that the practice of registration your interest exists for decades, right? Nothing to do with boom times, nor with over-eager developers… Just a way of getting a database with potential buyers. Hardly newsworthy I’d say.

    A relevant point. Overriding it, however, is that nobody would spend money on that marketing tactic during a property slump. Buyers would be told prices – and be able to see architects’ impressions of the scheme. Local interest in what happens to the site makes it a story. – Ed.

Comments are closed.