Reimagining The Harewood: MoreySmith Transforms a Mayfair Asset for Today’s Office Market
The West End office market tolerates mediocrity less than anywhere else in London. Against that backdrop, award-winning design and architecture studio MoreySmith has completed the repositioning of The Harewood, Mayfair — transforming a dated asset into a 26,000 sq ft boutique office building that directly targets the growing segment of occupiers who refuse to compromise on either quality or location.
Commissioned by J.P. Morgan Asset Management following its 2024 acquisition of the building, formerly known as 2 Harewood Place, the project involved a thorough refurbishment of the existing structure rather than replacement — a deliberate approach that preserves embodied carbon, extends the building’s commercial lifespan and aligns with the sustainability expectations now hardwired into occupier decision-making.
MoreySmith’s history with the building runs deep: the studio first refurbished it in 2010 for Amsprop, the property company owned by Lord Alan Sugar, delivering the architectural remodelling that secured its initial letting. The current project builds on that foundation, but pushes The Harewood decisively into new territory — away from Oxford Street and firmly towards the Hanover Square end of Mayfair.
At street level, the transformation is immediate. A soot-wash treatment to the façade signals the building’s repositioning before a visitor even steps inside. A marble arched portal marks the entrance, leading into a reception that draws more heavily on high-end residential and hospitality references than conventional commercial fit-out: marble flooring, a high-gloss lacquered burr walnut reception desk, deep green mosaics in the lift lobby, rich timber wall panelling, brass accents and considered lighting design.
On the upper floors, a new marketing lounge on the third floor and refreshed commons areas on the fourth and fifth support the building’s leasing strategy, while refurbishment of the second and third floors completes the repositioning of the lettable space.
Charlie Garai of J.P. Morgan Asset Management said:
“Acquiring The Harewood gave us the opportunity to reintroduce a distinctive boutique asset into one of London’s most in-demand office markets. The refurbishment has been executed with commercial intent, and we’re confident it will attract tenants who value quality and location in equal measure.”
Linda Morey-Burrows, founder of MoreySmith, said:
“Taking a building on the edge of Oxford Street and repositioning it as a Mayfair address is exactly the kind of challenge we relish. The strength of MoreySmith’s architectural and creative team, combined with the residential sensibility of Studio Morey, has allowed us to create something genuinely distinctive. The rents will reflect that.”
Jordan Adair of RX London, the leasing agent, added:
“MoreySmith bring far more than design expertise to projects like this. The team has a deep understanding of the commercial property market and how occupiers respond to space, ensuring the design is fully aligned with leasing strategy and long-term value. Their sustainability-led approach — retaining and upgrading what’s already there while delivering a genuinely high-end product — adds real commercial credibility.”
Photography Credit: Peter Landers