Life in Fitzrovia

When the old hospital site in Middlesex, Mortimer Street was bought, it was called “Noho Square” by the buyers. Noho means North Soho, this did not please Fitzrovians. The plans went ahead and it was decided that flashy apartments would be built in Fitzrovia. The residents were happy when the credit crunch struck because the plans were abolished and all was quiet for two years. But this week, the new homes and offices that have been built are revealed. However the original plan has been changed slightly and they are designed to suit the overall atmosphere of the area and at prices to suit the locals.

The original name Noho has been scrapped and the name Fitzroy Place was decided upon by developers, this is a reference to the areas history, namely the Edwardian mansion blocks.

The Fitzroy Place project includes a total of 291 apartments that are 10 storeys high circling a new public square, increasing the space from the earlier scheme by thirty per cent. Only one item remains from the original plan and that is a cathedral. There are two floors of parking in the project, priced at lb95,000 each. There is also extra storage, a private members club with a gym and more, making the project monumental and impressive.

The design of the interior is not showy and over the top but it does try to impress global brands such as Saatchi & Saatchi advertising agency executives, by using a mixture of classic and contemporary design.

Fitzrovia became well known in the media when the BBC opened a broadcasting centre in 1932, it continues to be successful in the media today.

The legendary character it achieved is not really there today, however the area is still distinctly unique despite various corporations many attempts to regenerate it. A recent idea was a private sector led business improvement that would no doubt destroy small businesses.

Fitzrovia is surrounded by Oxford Street, Tottenham Court Road, Great Portland Street and Euston Road. It has a little Soho, a little Marylebone and a little Bloomsbury and it borders all three.

Fitzrovia does struggle to be known as a place in itself due to all the iconic locations surrounding it. It is very cheap, it is thought that this is due to there not being much monumental architecture in the area. Also the streets tend not to match each other very well due to being owned by single land owners who do their own thing.

Part of the appeal of Fitzrovia is its somewhat unique beauty in a shabby sort of way. Universities and Colleges have held back on the highly wanted continental high street design that has made the high street in Marylebone so popular.

The following streets are very popular for flats amongst home buyers and renters – Great Titchfield Street, Langham Street, Riding House Street and Foley Street, the flats that are highly sought after are mostly above shops and restaurants.

To find out more about West End studio flats for sale check out the website. The property pigeons blog is full of news and updates on the property market.


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