In Conversation with Jon O’Brien: The Vision Behind 52 Avenue Road

With Rhodium responsible for managing the development’s amenities -from the private health and wellness facility incorporating a 25m pool and gym to a uniformed 24/7 white-glove concierge, valet, security, and housekeeping - the scheme is designed to deliver a truly world-class living experience. We spoke with Jon O’Brien, Founder of DOMVS London, to discuss his vision for the development, the evolving luxury market, and the thinking behind the curated lifestyle offering.

Can you start by telling us about DOMVS London and what differentiates your approach in the world of ultra-prime residential development?

DOMVS London is a multidisciplinary boutique property developer, delivering some of the world’s most prestigious and iconic residences. Our homes are defined by discreet elegance, a quintessentially British aesthetic, and an uncompromising commitment to perfection. We craft bespoke, turnkey residences for some of the world’s most discerning clientele, underpinned by a 'best-in-class' approach to design, innovation, and quality.

What was your vision for 52 Avenue Road, and how did you approach creating a development that reflects both architectural heritage and modern luxury living?

Our approach to 52 Avenue Road has been uncompromising at every touchpoint, from the accuracy of its Regency-style architecture, replicating the vision of Decimus Burton and John Nash Architecture in Regents Park close by, to the integration of the finest contemporary and sustainable solutions behind its elegant façades. Our vision is always to provide clients with the highest calibre of residential living, both aesthetically and in delivery. These residences are designed to offer seamless living.

Internally, the homes offer exceptional volume and scale—from Portland stone elliptical staircases to private rooftop winter gardens, creating year-round sanctuaries. Secure underground parking is complemented by layered 24/7 uniformed security, alongside a white-glove concierge and housekeeping service, all discreetly curated by Rhodium.

How important is location and architectural provenance when developing in Prime Central London, particularly on a prestigious address such as Avenue Road?

Location is fundamental in attracting our interest in any super-prime residential opportunity. There is currently a dearth of genuinely “best-in-class” new-build houses. This scheme represents the first fully serviced, new-build residences with truly game-changing amenities on a trophy road in London for years.

Can you talk us through the process of assembling a project team—from architects and designers to contractors? What defines a successful collaboration at this level?

We are committed to a best-in-class approach across every aspect of our developments. We assemble leading consultants and maintain strong in-house oversight, ensuring that quality, consistency, and attention to detail are upheld throughout. Successful collaboration at this level is defined by shared vision, mutual respect, and an unwavering commitment to excellence.

Rhodium has been appointed as property manager for the development. How early in the process did you consider the operational and service-led element of the scheme?

We appointed Rhodium in the early planning stages of 52 Avenue Road. While this may be unusual, it is essential to delivering a truly best-in-class experience for our clients. Their expertise in managing some of London’s most prestigious developments has ensured that every detail has been considered, pushing boundaries together to exceed expectations.

For example, we have designed generous staff facilities, including shower rooms and relaxation areas, recognising that attracting and retaining exceptional staff is critical. We have also incorporated a chauffeur waiting area and supporting facilities, ensuring comfort and discretion without impacting residents in their own domain.

What is your vision for the lived experience for residents at 52 Avenue Road, and how do amenities play a role in delivering that?

The appeal lies as much in lifestyle as it does in architecture. Buyers are drawn to fully serviced, “lock-up-and-leave” homes, a priority for international owners who divide their time between global cities. They are accustomed to first-class travel and hospitality, and our offering is a seamless extension of that experience, redefining expectations at the super-prime end of the market.

The development features a private health and wellness facility, 25m swimming pool, gym, residents’ lounge, and full-service concierge. Why is this level of amenity increasingly important in today’s ultra-prime market?

Our buyers seek a private, safe, and secure sanctuary. The ability to exercise, train, and relax without leaving home has become an essential component of modern luxury living. Unlike many recent new build developments with 40-plus residences, these facilities are exclusively for just 12 homes, effectively offering residents their own private wellness environment.

The decision to recruit former Gurkhas for security and service is particularly distinctive. What inspired this approach, and how does it complement the overall vision for the development?

This decision reflects our attention to detail. Exceptional security is a fundamental component of any super-prime development. We wanted to deliver the highest level of protection while maintaining a refined and visually cohesive presence.

Former Gurkhas (elite Nepalese soldiers who have served in the British Army) embody discipline, discretion, and professionalism. They are known for their calm, approachable manner, combined with the ability to act decisively when required. Their distinctive uniforms further reinforce both identity and presence; notwithstanding they know how to wear a uniform.

The uniforms for the security and service team have also been carefully considered. Can you tell us about the inspiration behind this and how it contributes to the sense of arrival and identity for the building?

The arrival experience is a critical first touchpoint for residents and guests. Uniform design plays an important role in shaping that first impression, reinforcing both the identity of the building and its security credentials. Every detail has been carefully considered to ensure a sense of confidence, cohesion, and understated elegance from the moment of arrival.

How important is the partnership between developer and property manager when delivering a fully serviced ultra-prime development?

It is critical. Without a proven and trusted property management partner, one that shares our ambition to push boundaries in service and delivery, we would be doing our clients a disservice. This partnership ensures that the development continues to meet the highest standards long after handover.

What, in your view, makes a development truly stand out in London’s competitive luxury property market today?

The Prime Central London market is currently challenging, and in such conditions there is a clear flight to quality. Buyers prioritise best-in-class developments, particularly as fewer new build schemes are being brought forward. More than half of the residences at 52 Avenue Road have already been discreetly sold off-market to pre-approved purchasers, which speaks to both the quality and rarity of the offering.

Finally, what do you hope residents will feel when they first arrive at 52 Avenue Road, and how do you see the development setting a benchmark for future ultra-prime schemes?

Reassured that they have chosen a timeless property that will endure. A safe and luxurious sanctuary, created with genuine passion, where no detail has been overlooked.