New look at redevelopment of stunning Harrogate landmark from 19th century
An award-winning Yorkshire marketing agency has hailed the redevelopment of a historic Harrogate building which was home to the Harrogate Advertiser for 100 years as a key example of a new trend for the high-end.
Angus Armitage, co-founder of multi-award-winning Leeds-based agency DS Emotion, said the current project to transform Herald Buildings on Montpellier Parade showed a growing “flight to quality”, where buyers are willing to pay a premium for a combination of unique features, a strong brand association and a higher quality of life.
"At DS Emotion, we are seeing a new wave of discerning buyers for whom it isn’t just about investing in property; they’re curating a way of life.
“Our aim is to create desire through distinction, and we hope, and believe, we have achieved that with our work on acclaimed projects at Herald Buildings in Harrogate to Bowdon Townhouses in Altrincham, from Oakridge Park in Westhoughton to Woodlands in Scarcroft."
Herald Buildings in Harrogate was originally built as the Saynor's Crescent Hotel in the 1850s, before becoming the Yorkshire Home for Chronic and Incurable Diseases.
Famously, it served as the headquarters of Ackrill Newspapers from the 1890s, with its "List of Visitors" to the town on the building's exterior, all the way to 1990.
The bottom two floors were then converted into the Slug & Lettuce bar until it closed in 2021.
The landmark building is now undergoing a renovation into luxury apartments and retail spaces carried out by developers Rushbond, with Ashfield Projects as the renovation contractor and SPX Architects as the designers.
The upper floors will be converted into five apartments, including a penthouse, while the ground floor will be transformed into four retail spaces.
Mr Armitage said: “The redevelopment of Herald Buildings combines timeless architecture with contemporary refinement.
"Our brand and campaign narrative positioned it as a modern chapter in a storied town connecting the craftsmanship of its restoration with the sophistication of today’s urban living.
“In the high-end residential world, our role goes beyond marketing homes. We craft stories that give places meaning and help people feel a genuine sense of belonging."