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Saturday, 30 November 2013

Life in Fitzrovia

When the purchasers of the site of the old hospital site in Middlesex renamed it "Noho Square". Fitrovians were angry, as Noho is North of Soho. Developers set to make glitzy apartments in Fitzrovia. So the locals were ecstatic when the economy plummeted, which sent the big plans crashing to the ground with it. For two years everything was on hold. This week however, the offices and homes are revealed, designed with architectural brilliance but much more suited to the roots of the area.

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.

It cannot be denied that the Fitzroy Place project is very impressive. It has a total of 291 apartments with blocks ten storeys high, a development project of this scale has not been seen for decades in Fitzrovia. The new buildings are surrounding a public square, making a huge thirty per cent difference than the earlier scheme in terms of open space. Parking is important, so there are two levels of it at lb95,000 per space. There is also a cinema, library, a private members club with a gym and a business lounge.

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 established itself as media worthy in 1932 when the BBC opened a broadcasting house. It continues to remain a favourite within the media world. Former clothing company property's have been converted into apartments, offices and quality restaurants. Average hotels have gone downhill, making way for The Sanderson.

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 shrinks down slightly, surrounded by such world famous names and struggles to have its place. Despite its London postcode, it has very good value - just half of the Chelsea average. This is because of the small irregular streets due to being owned by single landowners, the lack of monumental architecture in the area could also be a factor.

Fitzrovia for some reason has a definite charm and this will continue on. Hospital and university departments and a large Royal Mail depot have held back the much wanted air of continental high street chic that has made Marylebone High Street so famous.

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.

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