About Prime Investors Capital
Founded by Rafael Serrano in 2009, Prime Investors Capital has built an international network of key long-term investors and has gained worldwide access to a sophisticated community that understands off-market deals. Prime Investors Capital (PIC), is a London-based investment management company that is dedicated to producing superior returns, by advising and financing investments in the areas of finance, private equity and property. This unique access to off-market deal flows and investment opportunities is a product of the company’s commitment to establishing and nurturing strong relationships and prestigious partners, including National and Local Governments; institutional and sovereign wealth funds; corporations; family-owned businesses and trusts, and high-net-worth individuals. PIC’s high-profile ventures include acting as the initiator and adviser for the sale and completion of the lease for the Kingdom of Spain concerning the Spanish Instituto Cervantes (Eton Square, Belgravia) in London, in 2014. One of the company’s greatest successes to date is the renowned Bvlgari Hotel and Residences in London, where Prime Investors Capital was responsible for the origination, funding and development of the project. With an original site purchase of less than £125m, to a current valuation of the hotel and residences of over £500m. For more information on the team please follow the links below to the contributors section.
Rafael Serrano Quevedo
As founder and CEO of Prime Investors Capital Ltd, Serrano had the entrepreneurial vision, coupled with unique access to off-market deal flows and development opportunities, to build a winning investment and delivery team when bidding for Admiralty Arch. In October 2012, Prime Investors Capital led a UK-based team of 20 British companies to secure the high profile – and winning – bid to purchase a 125-year lease of Admiralty Arch from the UK Government. Serrano and his team came to the table with an enviable track record in managing high-end residential and luxury hotel projects in prime locations from sourcing to completion: previous multi-million-pound hotel investment projects include the Bulgari Hotel and Residences in London’s Knightsbridge. Serrano and the team are now working together to transform this cultural gem into what is certain to become one of the world’s most prestigious hotels.
Born in Madrid, Serrano began his career at JP Morgan as an Investment Banker, working in London and on Wall Street, New York. Other senior positions include Managing Director of Focus Investment Group, Europe, a leading investment management company. Serrano holds a Master’s Degree in Law from the University Complutense of Madrid, and a Postgraduate Certificate in Finance and Investment Portfolio from the London Business School. He is actively involved in numerous philanthropic and not-for-profit causes and has held the position of Vice President at the British Red Cross annual fundraiser and continues to support Save the Children, Women for Women International, CRIS Cancer; an independent non-profit organisation dedicated to the promotion and development of research to fight against cancer and Thames Reach; a London charity helping the homeless and vulnerable. Serrano is also committed to promoting the Arts, donating to young up-and-coming artists and privately to the Tate Gallery. In November 2012, Serrano was named in the top 1000 most influential Londoners by the Evening Standard newspaper, and of those ranked within the top 30 property developers, alongside the Duke of Westminster and Emir of Qatar.
Strategic Advisor – Finance and Development
Colin has been involved in providing strategic advice and guidance throughout 2018. Colin was admitted as a member of the Institute of Chartered Accountants in England and Wales in 1970. He practiced as a specialist in business structuring and tax planning and became a senior partner of his central London practice in the 1980s. From 1998 until March 2018 he was Deputy Chairman and Chief Financial Officer of Delancey which is the principal adviser to the Delancey property funds which held several billion pounds of property investments and developments in the UK. Colin is a non-executive Chairman of the City of London Group and also a non-executive director of Alpha Plus Group Plc and Minerva Ltd, as well as being a trustee of several charities.
Ramon Pajares OBE
Strategic Advisor – Hotels
Ramon Pajares spent 22 years with Four Seasons where he was a General Manager and a Regional Vice President. In 1994 he was invited by the Savoy Group to take over the group as its Managing Director. During five years at the Savoy Group, he revitalised the company and achieved the reestablishment of the group as the pre-eminent luxury hotel company in the world. During those five years he also planned and managed the major refurbishment of five hotels with great success – the Savoy, Claridge’s, The Connaught, The Berkeley and the Lygon Arms. Since retiring from the Savoy Group, Ramon has advised various well-selected individuals and companies on a number of areas within the industry. He is well known within the industry as a visionary and one of the top hoteliers throughout his career.
Advisor – Development & Stakeholders
Martin Low is a Chartered Civil Engineer with 42 years experience gained whilst working for local authorities and the former Traffic Director for
London. He has served on the Department for Transport’s UK Network Management Board both as a Board member and its Chairman, been President of The Local Government Technical Advisers Group and Chairman of the National Traffic Manager’s Forum. He held several chief officer posts with Westminster City Council between 2005 and leaving the City Council on 30 September 2016 as Director of Transportation, City Commissioner of Transportation and City Transport Advisor. He is currently a Director of City Transportation Solutions Limited, providing strategic advice to clients in relation to city transportation projects and developments and assisting in securing the statutory consents and works associated with them. This includes helping clients negotiate with approvals required from local government, regional government, national government and the utilities. He is a Liveryman in The Worshipful Company of Masons where he serves as a Court Assistant and as Chairman of the Craft and Training Committee. Martin has been involved with Admiralty Arch since 2017 as a strategic advisor, offering help and support in areas such as traffic management, health and safety, environmental issues, planning and utilities. His experience working for Westminster City Council as their Commissioner for Transport has proven to be invaluable to the development of Admiralty Arch.
Director – Business Development & Investor Relations
Vaiva joined Prime Investors Capital in 2014 and has been involved in the Admiralty Arch project since inception. Since joining Prime Investors Capital, Vaiva has overseen the company’s growth, alongside the CEO, and was instrumental in the negotiation and subsequent acquisition of the lease for Admiralty Arch from Her Majesty’s Government, as well as securing the financing for the project. Vaiva is continually managing relationships with key stakeholders, consultants and service providers, which include legal, tax, corporate, HM Government, the hotel operator and the project management team, alongside her financial responsibilities. Before Prime Investors Capital, Vaiva worked for a global long/short equity fund on capital raising and investor relations, and previously gained practical experience at UBS and Bank of America Merrill Lynch Capital Introductions, Prime Brokerage. Vaiva’s background is in Law; she completed her LLM in Finance and Banking Law at University College London (UCL) as well as gaining her Bachelor’s in Law in her native Lithuania.
Project Business Manager
Having spent 12 years in the 5-star luxury hotel industry with Jumeirah Hotels & Resorts and Armani Hotels, Antje has joined the team at Admiralty Arch with a track record in Business Excellence, Quality and Project Management. Combined with her sustainability management knowledge in addition to her pre-opening and recruitment experience, Antje draws on a broad set of skills that contribute to the successful execution and completion of the Admiralty Arch project.
A native German, Antje’s academic background is in Philosophy and History of Arts. In her free time she is a keen volunteer for GlassDoor, a London based charity for the homeless.
Thomas joined the Admiralty Arch project in March 2019, initially as Project Coordinator before moving to the role of Analyst. Before joining the team, he earned a Master’s in Conflict, Security & Development and a Bachelor’s in Middle East Studies with Arabic, from the University of Exeter.
Outside of work he is a keen runner, squash player and volunteers for Aspyre Africa.
Since joining the team in May 2020, Maddie has been assisting with the daily co-ordination of the project. Having completed her studies in Event Management and Marketing in London, she supports the entire professional team in a wide range of tasks.
When not in the office, Maddie enjoys volunteering her event management skills at charity events.