The document discusses plans to redevelop a former hospital site in Fitzrovia, London into luxury apartments called Noho Square. Local residents opposed this name and the plans. When the economy slowed, the original plans were scrapped. The developers ultimately built 291 apartments circling a public square called Fitzroy Place, keeping the feel of the local area in mind. The apartments feature classic and contemporary design as well as technology. Fitzrovia has established itself as a media center and remains popular for hotels, offices and restaurants despite various regeneration attempts that could threaten small businesses.

1. Life in Fitzrovia

2. "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.

3. The properly developers decided to not use the original
name that the locals did not agree with - Noho and they
eventually decided upon Fitzroy Place in celebration of
the areas history and the local Edwardian mansion
blocks.

4. 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.

5. 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.

6. 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!

7. 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.

8. Tottenham Court Road, Euston Road, Oxford Street and
Great Portland street enclose Fitzrovia, and Fitzrovia
borders Soho, Marylebone and Bloomsbury.

9. 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.

10. 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.

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

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