First look inside Birmingham’s new £32 million luxury apartments as show home launches

Birmingham’s newest luxury residential scheme, Setl, opens its doors for the first time this weekend, with prospective buyers being treated to a first glimpse inside the Jewellery Quarter development.

Developer HBD, part of Henry Boot, has revealed a series of new images ahead of the launch of two show apartments on Saturday 23rd March, including the very first image of Setl’s stunning sixth-floor roof terrace and cityscape views.

102 apartments are available to buy at the canal-side property, with one-beds starting at £250,000 and two-beds from £355,000.

The show apartments, designed by award-winning interior design studio, YOUTH, perfectly blend comfort and style. Natural light floods the space from floor to ceiling windows, while modern open-plan kitchens and sleek bathrooms continue the luxury feel throughout the space.

When they’re not busy enjoying their plush new apartments, Setl residents will have a range of hotel-style amenities to choose from, including a stylish co-working lounge, wellness studio and private roof terrace.

The co-working lounge will offer a peaceful, tranquil environment, with huge windows overlooking Ludgate Hill and superfast broadband, a mini kitchen and coffee on tap.

The ground-floor wellness studio will provide a discrete, warmly lit space for residents to work out, whether it’s a PT session or early morning yoga. And when it’s time to relax, the private sixth floor rooftop garden, complete with all-weather seating and beautiful planting, offers sweeping views across the rooftops of the Jewellery Quarter; the ideal spot to socialise or enjoy a quiet moment.

Simon Raiye, Director at HBD, said: “It’s great to be able to launch the two show apartments as we approach completion – work is progressing well, and we look forward to opening Setl in early summer.

We’ve worked with a fantastic team to create a development that really stands out; every detail has been meticulously designed, with luxury fixtures and fittings throughout each of the individually designed apartments and the amenity spaces. Setl will set a new standard for city centre living in Birmingham.”

Liam Smith, Head of New Homes and Residential Investment, Midlands, at Knight Frank, said: “Birmingham continues to be seen as one of the best places to invest in the UK, which has driven strong interest in Setl ahead of launch. It’s hotel-style amenities are also quite unusual in a scheme like this with apartments for sale rather than rent. We expect viewings slots will fill up quickly for Saturday.”

The Jewellery Quarter is a sought-after neighbourhood, with a vibrant community of independents. Residents are just a short hop from its 80 restaurants, bars and cafes, and an easy walk from both New Street and Snow Hill stations, Grand Central, Colmore Row and Paradise Birmingham.

The show apartments will be open on Saturday 23rd March, with viewings by appointment with agent, Knight Frank.

Anyone wanting to book an appointment to visit the Show Apartments should contact Knight Frank via or on 0121 233 6495.