With a fresh new take on urban living, Fitzroy Square has truly taken the London district of Fitzrovia into the 21st century. This high-quality development of residential living, office and retail spaces builds on the existing character of this distinctive neighbourhood while meeting the needs of today's busy and ambitious London professionals. Fitzroy Place breathes new life into its surroundings while still maintaining the essential character of an area long renowned for its forward-looking creative thinkers and unique individuals.
Making history
The much-loved central London district of Fitzrovia earned its name in the 1930s and 1940s as a favoured haunt for artists, writers and creative bohemians since the early 20th century, with many frequenting the Fitzroy Tavern. Conflating "Fitzroy" with "Bohemia", the name Fitzrovia first saw print in 1940 and was used by writers Julian Maclaren-Ross and Dylan Thomas to describe what they saw as London's essential beating heart.
The area's rich cultural history stretches even further back, with the likes of Charles Dickens, Virginia Woolf and George Bernard Shaw among Fitzrovia's honoured creative ancestors. However, Fitzroy Place is now making history and beginning a new chapter in the London district's rich and glorious history.
A bold step forward
Built on the former site of the Middlesex Hospital, Fitzroy Place combines over 230 luxury apartments with extensive modern office space, retail and restaurant outlets, all centred on the West End's first new garden square to be built in over 100 years. The square is publically accessible and incorporates the Grade II listed Fitzrovia Chapel, preserving history while reinventing the future.
Award-winning architects Lifschutz Davidson Sandilands and Sheppard Robson have worked closely with interior designers Johnson Naylor to create over 230 stunning open-plan duplex apartments, plus a split-level penthouse with private life, exclusive reception and stunning views over the city. Fitzroy Place is a bold step forward in London residential living, complementing the Edwardian character of its surroundings while adding a light, modern approach to create an oasis of tranquillity amid the heady flow of the city's major arteries.
Live life to the fullest
Creatives have long been drawn to Fitzrovia for its hospitable bars, fine eating and galleries, extolling its virtues as a place to live, work and socialise, with the very best within a few square miles. Fitzroy Place continues in this tradition, with all residents gaining exclusive membership of the onsite Fitzroy Club. This incorporates the club lounge, a private, resident-programmed 18-seat cinema, a state-of-the-art gym, massage and training room, business lounge and bookable conference room.
Percy & Founders restaurant, the Larder café and wine bar, and the Detox Kitchen deli and juice bar are also part of the development, alongside galleries and boutique retail outlets. A 24-hour first-class concierge service meets all residents' needs, from help with shopping to booking theatre tickets. This is Fitzrovia life writ large in the 21st century.
Fitzroy Square is Fitzrovia's most significant development since its bohemian heyday more than 50 years ago. Without breaking away from the area's essential character, it brings the story up-to-date and carries it forward into the future.
