Canary Wharf Group and Qatari Diar have launched registrations for Southbank Place, the seven-building residential-led development around the Shell Centre, SE1.
Savills and Knight Frank have been appointed to market the 868 flats that will be built on the 5.25-acre site.
The sales launch comes after a two-year legal battle which has delayed the scheme following its planning approval by London mayor Boris Johnson.
Canary Wharf Group chairman and chief executive Sir George Iacobescu said: “Our vision and commitment, in collaboration with Qatari Diar, is to produce some of the most contemporary homes available in London.
“We are confident that this scheme will be a world-class addition to a culturally vibrant area of London, and create one of the capital’s most desirable addresses in years to come.”
Khaled Al Sayed, chief executive of Qatari Diar Real Estate Investment Company, added: “Southbank Place is a true celebration of the South Bank’s heritage, bringing together innovation, sensitive design and exceptional craftsmanship to deliver some of the most coveted homes and workplaces in the world.”
