The building stands out chiefly because it is set among houses dating from the second half of the nineteenth century. The gently curved façade at the corner of Sloane Square and King’s Road is formed from a combination of concrete and steel framing, which allows the curve to be articulated with ease. Its visual impact is further enhanced by the slight set-back of the penultimate storey, creating space for a terrace.
The tower on King’s Road forms a distinct termination to the building, a feature that can be clearly appreciated from Symons Street, where the end of the structure is particularly legible.
The concept of the building glowing from within at night is made possible by its many large windows. This effect is further reinforced by illuminated signage, a light band above the canopy, and a contemporary lighting system that varies its appearance according to the weather conditions with the so called Lorenz system.