General Projects stands out as a beacon of innovative and sustainable development in the real estate industry, particularly within the vibrant heart of London. This forward-thinking firm is dedicated not just to creating buildings but to inspiring and experiential environments that cater to an ambitious new generation. Through a portfolio that includes landmarks like Metropolis, The Manufactory, Technique, and Royal Albert Dock, General Projects showcases its expertise in transforming spaces into modern-life, mixed-use hubs (General Projects) (General Projects).
The company's foundational purpose is built on a commitment to positive action and change, extending its influence beyond architectural achievements to support local communities, society, and the planet. By pledging to be operationally Net-Zero Carbon across its entire portfolio by 2030 and achieving significant reductions in CO2 emissions through a retrofit-first approach, General Projects sets a high bar for sustainability within the industry. Its initiatives have generated substantial value across social impact partnerships, emphasizing local-first procurement policies, incubator programs, and purpose-built community facilities (General Projects).
General Projects' principles are deeply rooted in the belief that "Experience is Everything" and "Everything is Experience." This philosophy underpins their approach to design and delivery, aiming to reimagine spaces and foster meaningful change. The firm positions itself alongside the ambitions of a new, radical generation motivated by sustainability, empowered by technology, and driven by shifting demographics. By actively engaging with culture, seeking innovation, and channeling creativity, General Projects aims to enrich user experiences and create cohesive, ambitious environments (General Projects).
Collaboration is key to the firm's success, partnering with the world's leading innovators, designers, and creators to pioneer new concepts and designs. These partnerships have led to a range of impactful projects, such as empowering future innovators with GREEN GRADS X THE MANUFACTORY and transforming waste into handmade bricks with StoneCycling x Technique. Through these collaborations, General Projects demonstrates its commitment to pushing the boundaries of traditional real estate development to include sustainable and socially responsible practices (General Projects).
The company's ongoing progress is evident in its achievements, including BCorp certification and winning the EG’s Future of Real Estate Award. With projects like the reinvention of the Seifert icon Metropolis and the acquisition of the legendary Liverpool landmark Royal Albert Dock, General Projects continues to lead by example, showing that marginal gains can lead to monumental results. The firm's commitment to sustainability, innovation, and community engagement is setting new standards for the future of real estate development (General Projects).
At the helm of General Projects is Founder and CEO Jacob Loftus, supported by a dynamic team including COO Rowen Wong, Development Directors Frederic Schwass and Ben Cross, among others. This talented group of individuals drives the company’s vision forward, ensuring that each project not only meets but exceeds expectations in design, sustainability, and community impact (General Projects).
