I recently did a DNA test, and the results were interesting. It turns out that I’m an interesting blend of English and Irish, along with more European genes than I’d previously suspected. After digesting this, I started thinking about cities and their makeup. Our neighbourhoods are a fascinating makeup of numerous elements that all entangle to make up the DNA of a particular area. This is surely a combination of people, buildings, and businesses.
So, I thought to myself, what makes up the DNA of Fitzrovia? Essentially, what is it that attracts people to Fitzrovia? To buy or rent apartments? or to rent offices in Fitzrovia for their businesses?
The main feature in the DNA of Fitzrovia must be the mix between businesses and residents. It’s very rare to see a central London neighbourhood that is so well-balanced, with 50% of the space being used by businesses, both big and small. For example, there are Netflix, Boston Consulting, Atul, Estée Lauder, and Michael Kors, who all have their European headquarters in Fitzrovia. There is also a range of SMEs that are based in Fitzrovia, additionally, the LDG Commercial Department has started to move an increasing number of hedge funds over from Mayfair. Fitzrovia is seen as the “cool tool” for the War of Talent; you can attract better young talent if you’re based in Fitzrovia.
There is also DNA that you can smell, like the coffee. Great Titchfield Street and its surroundings have become known as London’s coffee quarter, with a heavy selection of top-rated and renowned coffee shops, such as Kaffeine, Attendant and Alex Coffee, just a few among the healthy selection.
Then there’s the DNA you digest – our restaurants. This is when Fitzrovia’s DNA goes global. There are restaurants specifically serving cuisine from Persia, Italy, Nigeria, India, Spain, Portugal, Thailand, Vietnam, Korea, Greece, England, and Israel, to mention just a few. This hardcore concentration makes for a true feast of foodie options.
Another major strand of Fitzrovia’s DNA is the dynamic variety of architecture, from the stunning Regency splendour of Fitzroy Square to the handsome Georgian buildings of Goodge Place. With the Victorian wonder of Ridgmount Gardens and the beautiful Edwardian block that is Gordon Mansions, or the stylish Art Deco building that is Paramount Court. Plus, lots of contemporary architecture too, such as Pearson Square and Rathbone Place. We find that people who are either looking to buy or rent in Fitzrovia are delighted by the endless choices of style.
For the final piece of DNA, it’s all about what links us to the other parts of the body of London. I’m, of course, talking about the wonderful transport links. The Elizabeth Line station at Dean Street, or the total choice of lines available from Oxford Circus. Fitzrovia has strong links!
Of course, we are convinced Fitzrovia’s DNA will have a long-lasting effect and remain healthy, like every city, it continues to grow and evolve. LDG is making sure we stay as an essential part of what has been so special – an evolution.
