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 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 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.

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.

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.

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.

The following streets are very popular for flats amongst home buyers and renters – Great Titchfield Street, Langham Street, Riding House Street and Foley Street, the flats that are highly sought after are mostly above shops and restaurants.

To find out more about estate agents in Soho check out the website. The property pigeons blog is full of news and updates on the property market.