The Collective
Master Lease / Development
Overview
The Collective pioneered large-scale coliving in the UK, launching its flagship Old Oak property in 2016 with over 500 beds in West London. The development included private studios and shared living spaces alongside extensive amenities such as a gym, spa, cinema, library, rooftop restaurant, and coworking areas.
The Collective targeted young professionals priced out of central London, offering all-inclusive rents that covered utilities, WiFi, cleaning, and access to a packed events calendar. Their model proved that coliving could work at institutional scale, attracting significant investor interest.
At its peak, The Collective managed over 1,200 beds across London and was planning international expansion. The company demonstrated that purpose-built coliving at scale could achieve occupancy rates above 90% while commanding premium rents through the value of community and convenience.
550+
Total Beds
2010
Founded
Large-Scale
Category
London, UK
Location
The Challenge
London's housing market presented a paradox: extreme demand for affordable housing alongside some of the highest rents in the world. Young professionals were spending 50-60% of their income on rent for substandard shared houses with no community or professional management.
The Collective needed to prove that a massive capital investment in purpose-built coliving could deliver returns competitive with traditional residential development, while also navigating complex UK planning regulations that had no existing framework for coliving.
The Solution
The Collective adopted a master lease model for its first property, converting an existing commercial building into 550+ furnished studios and shared suites. They invested heavily in shared amenities, designing spaces that encouraged organic community interaction alongside programmed events.
Their technology stack included a custom resident app for booking amenities, reporting maintenance issues, and joining community events. They employed a dedicated community team that organized 100+ events per month, from yoga classes to professional networking nights.
The all-inclusive pricing model simplified the resident experience and enabled premium positioning. By bundling services that residents would otherwise pay for separately, The Collective demonstrated a compelling value proposition that drove strong occupancy and word-of-mouth referrals.
The Results
550+
Total Beds
Beds at the flagship Old Oak property, one of the largest coliving buildings in the world at launch.
95%
Occupancy Rate
Sustained occupancy rate within 12 months of opening, demonstrating strong market demand.
100+/month
Community Events
Monthly events organized by the community team, driving resident engagement and retention.
20-30%
Revenue Premium
Revenue per square foot premium compared to traditional rental in the same area.
11 months
Average Stay
Average resident stay length, indicating strong retention and community satisfaction.
Key Takeaways
Purpose-built coliving at scale can achieve institutional-grade returns when designed with community at the center.
All-inclusive pricing simplifies the resident experience and enables premium positioning in competitive rental markets.
Investing heavily in shared amenities and community programming drives occupancy and retention more effectively than individual unit upgrades.
A dedicated community management team is essential for large-scale coliving; self-service community does not work above 100 beds.
Planning and regulatory engagement must start early when introducing a new asset class like coliving to a market.
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