After finishing his first-ever residential project in London in July of 2024, Greg Natale’s London House receives a sensational eight-page spread in the esteemed publication Elle Decoration UK. Describing the project as “the ideal family home”, writer Fiona McCarthy sits down with Greg to discuss how he incorporated the differing tastes of the homeowners to achieve a unique blend of traditional touches with clean, modern sensibilities.

Greg Natale channels the essence of the London look for this five-bedroom, six-bathroom townhouse in Chelsea, crafting a bespoke, eclectic design that reflects the city’s maverick charm. Each space incorporates elements of both playful British and refined European design. Contemporary furniture is styled alongside decorative flourishes reminiscent of London’s legendary social club Annabel’s in the rooms across the two upper levels.  The formal lounge is a testament to bespoke luxury, featuring a Gallotti and Radice sofa and a Gubi chair in custom upholstery, and the custom kitchen joinery is finished in Crema Evora marble. A feminine palette of sky blue, lilac, and peached-toned pinks begins to unfurl, enliven by eye-catching glints of gold from the brass finishes. Flat-top portals adorned with wainscoting create a sense of grand separation, reminiscent of a stately mansion but reimagined within the confines of a Chelsea townhouse. Each portal is visual ornamentation, akin to a decorative collar on a blouse, enhancing the home’s intricate design language. In contrast to the more indulgent, highly layered rooms, liminal spaces and entrance hallways are pared back, offering a minimalist reprieve—a palate cleanser between richer spaces.

Aside from the all-pink powder room wrapped in Chinoiserie wallpaper from de Gournay, five of the six bathrooms feature the lively geometrics of Greg’s marble tiles. In total deviation from the airy spaces upstairs, the home theatre, office, and wine cellar on the lower ground floor boasts a deep ruby red evocative of the fine vintage wines in the client’s collection. In London House, every detail, from the bold to the subdued, is thoughtfully designed to delight and inspire.

Purchase your copy of the latest issue of Elle Decoration UK here to read the full interview. Project images can be found on our website.