£48m for the Regent's Park house with swimming pool and ballroom. £3m extra for the paintings

When the price tag is £48 million you might expect all the fixtures and fittings to be thrown in.

But would-be buyers of a modernised Regency home in Regent’s Park are being asked to stump up £3 million more if they want to keep the art that is hanging on the walls.

The collection put together by developer Oakmayne Bespoke to help sell the six-bedroom house include two works by LS Lowry.

There is also a vast painting of orchids by Marc Quinn, best known for his sculpture Alison Lapper Pregnant which once occupied the fourth plinth in Trafalgar Square.

Meriam Makiya, a partner at agents Knight Frank, which is selling the stucco-fronted house, said that the tycoons and oligarchs who are potential buyers are “very time poor” and valued an expert selecting an art collection for them. She added: “Art is the obvious thing that turns a property into a home and gives it an element of a personal touch. At this level it’s all emotional and that’s what the art adds to the property.”

Buyers are handed an art catalogue detailing the 32 works scattered around the house, as well as the normal brochure, when they view. It is claimed to be the first time an art collection of a quality that might be found in a major gallery has been used as a deliberate sales ploy for a London house.

The most expensive single work is Lowry’s 1938 The Coal Barge hung in the drawing room of Grade I-listed Lethbridge House, part of John Nash’s Cornwall Terrace.

It is described in the catalogue as “an exceptionally evocative painting” that is for sale for £1.4 million. The other Lowry, the Ferry South Shields, is valued at £500,000. The work by Quinn called Arctic Fox Grounds of Hampstead Heath has a £360,000 price tag. The cheapest work is an “ink on silk” print Seeing the Unseen by YooJin Jung priced at £2,400. The house also has a swimming pool, gym, steam room, cinema and ballroom.