AFFORDABLE HOMES
GUINNESS GOES EAST: TWO NEW CHAPTERS IN EAST LONDON LIVING East London has long been a place of reinvention – where historic docklands and industrial spaces are reimagined into vibrant new neighbourhoods, shaped by the people who choose to call them home. Now one of the capital’s most sought-after places to live, known for its creative energy, waterside settings and strong sense of community, east London continues to attract a new generation of buyers
Guinness Homes is playing a key role in this next chapter, with two developments, Argenta in Silvertown and The Waterside in Bromley-by-Bow, offering buyers the opportunity to be part of this transformation.
DISCOVER SILVERTOWN: LIFE AT ARGENTA
In Silvertown, Argenta marks the beginning of an exciting new neighbourhood. As the first homes within a major 27-acre regeneration scheme, the development offers buyers the chance to be among the first to shape a new east London community. A major placemaking project being delivered by The Silvertown Partnership, the masterplan is designed to bring thousands of new homes alongside proposed commercial spaces, leisure facilities, bars, cafes and a revitalised waterfront complete with open swimming facilities and public parks. Life in Silvertown already offers plenty to enjoy. Independent cafes, restaurants and local supermarkets sit close to Argenta, while the Thames Barrier Park provides seven hectares of green space just a short walk away. Royal Victoria Dock is nearby too, offering watersports, scenic walks and a growing mix of brunch spots, breweries and Docklands pubs, ideal for enjoying weekends close to home. Well-connected to the rest of London, Silvertown benefits from DLR services at West Silvertown, linking residents to Canning Town, Canary Wharf and the City, while the Elizabeth Line from nearby Custom House offers fast connections across the capital. Inside Argenta, one and two bedroom apartments are designed with modern living in mind, featuring open-plan layouts, integrated kitchens and private outdoor space. Available through Shared Ownership, the homes provide an accessible way to step on to the property ladder in one of London’s fastest-evolving areas.
Prices at Argenta start from £97,500 for a 25% share of a one bedroom apartment (full market value £390,000) and £126,250 for a 25% share of a two bedroom apartment (full market value £505,000).
class shopping, dining and leisure. Canal paths connect residents to Three Mills Green and Queen Elizabeth Olympic Park, creating a lifestyle that blends city living with access to nature.
CANALSIDE LIVING AT THE WATERSIDE
A short journey away in Bromley-by-Bow, The Waterside represents the final phase of Guinness Homes’ flagship development – a well-established community set alongside the canal. Offering a collection of 186 homes, including apartments and townhouses available for private sale and Shared Ownership, The Waterside combines contemporary design with a unique canalside setting. Here, residents can enjoy waterside walks, green open space and a sense of calm, all within easy reach of central London. Unlike many new developments, buyers at The Waterside are moving into an already thriving neighbourhood. A concierge and estate management team are in place, alongside amenities including a gym, convenience store and pop-up barbers, with further additions including the new Waterside Cafe. The location is a key part of the appeal. Bromley-by-Bow underground station is just a short walk away, providing quick connections into the City, Canary Wharf and beyond, while nearby Stratford offers world-
A NEW WAY TO LIVE IN EAST LONDON
Argenta and The Waterside showcase what east London has to offer first time buyers – from emerging neighbourhoods at the start of their journey to established communities ready to welcome new residents. Both developments offer well-designed homes in great locations, making it easier to get on to the property ladder while enjoying everything east London has to offer. Whether it’s being part of a brand new neighbourhood in Silvertown or settling into canalside living at The Waterside, Guinness Homes is helping buyers find their place in east London’s evolving story. Pricing for The Waterside is coming soon. To find out more about Argenta and register your interest today, visit the website guinnesshomes.co.uk/silvertown
To find out more about The Waterside, head to watersideldn.co.uk/
30 First Time Buyer June/July 2026
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