Thursday, November 28, 2013

The Fitzrovia area

By Dean Harold


"Noho Square" - this is the name that the buyers of the old hospital site in Middlesex, Mortimer Street, christened their purchase. Noho means North Soho, this name along with the plans that property developers had to build swanky apartments infuriated the Fitzrovians. Therefore they were happy and relieved when the credit crunch occurred, bringing the plans to an abrupt standstill. Nothing was heard about the plans for two years, but this week, the curtain has gone up on the apartments and homes. The original plan has been scrapped, the buildings are more in tone with the feel of the local area and prices were dropped to accommodate the neighbourhood.

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.

Local fashionistas and global brands were very impressed by the interior design. It was not too glitzy but a beautiful mixture of classic and contemporary and smart technology.

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.

Not much of its character exists today but the area still has a distinct image and a fascinating mix of locals. There is a lot of railing against several corporate that are always trying to regenerate the area. Locals are not happy about a recent attempt - a plan for private sector led business district that would ultimately end 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.

Fitzrovia has a definite charm and always has done. Marylebone is a bustling high street, hospital and university departments have held back the sought after high street chic that Marylebone has.

Homes on Great Titchfield Street, Langham Street, Riding House Street and Foley Street are popular with buyers and renters.




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