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 name that the locals objected to so vehemently, Noho, has been changed and in reference to the areas Edwardian mansion blocks it is now simply called Fitzroy Place.
The project is striking, there is a new public square which increases the space on the original plan by 30 per cent. Surrounding the square are a total of 291 apartments, the blocks in these apartments reach 10 storeys high. Parking is of utmost importance to residents and visitors, so two levels have been made at lb95,000 a space. In addition there is extra storage, a private members club with a gym, cinema, a library and a business lounge.
The inside of the buildings are made with a combination of classic and contemporary style and smart technology, reaching out and impressing local fashion/design icons and global brands including Saatchi & Saatchi advertising agency executives.
When the BBC opened a broadcasting house in 1932, Fitzrovia was noticed and established its credentials. It continues to remain high up in the media world and is always moving up. Previous rag-trade business have been made into high class hotels, loft offices and top restaurants some of which are fully booked into next year!
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.
Due to the fact that it is within and surrounded by so many landmark places in London, Fitzrovia struggles to hold on to its identity at times. Despite the W1 postcode that it owns, it is not very expensive. It is half the average in Chelsea at lb1000 - lb1200 per square foot. This could be due to the fact there is little period architecture. The streets are somewhat irregular and disorganised due to being owned mostly by single landowners.
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.
Great Titchfield Street, Riding House Street, Langham Street and Foley Street are mainly comprised of mansion flats above shops and restaurants. They are very popular with home buyers.
The name that the locals objected to so vehemently, Noho, has been changed and in reference to the areas Edwardian mansion blocks it is now simply called Fitzroy Place.
The project is striking, there is a new public square which increases the space on the original plan by 30 per cent. Surrounding the square are a total of 291 apartments, the blocks in these apartments reach 10 storeys high. Parking is of utmost importance to residents and visitors, so two levels have been made at lb95,000 a space. In addition there is extra storage, a private members club with a gym, cinema, a library and a business lounge.
The inside of the buildings are made with a combination of classic and contemporary style and smart technology, reaching out and impressing local fashion/design icons and global brands including Saatchi & Saatchi advertising agency executives.
When the BBC opened a broadcasting house in 1932, Fitzrovia was noticed and established its credentials. It continues to remain high up in the media world and is always moving up. Previous rag-trade business have been made into high class hotels, loft offices and top restaurants some of which are fully booked into next year!
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.
Due to the fact that it is within and surrounded by so many landmark places in London, Fitzrovia struggles to hold on to its identity at times. Despite the W1 postcode that it owns, it is not very expensive. It is half the average in Chelsea at lb1000 - lb1200 per square foot. This could be due to the fact there is little period architecture. The streets are somewhat irregular and disorganised due to being owned mostly by single landowners.
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.
Great Titchfield Street, Riding House Street, Langham Street and Foley Street are mainly comprised of mansion flats above shops and restaurants. They are very popular with home buyers.
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