The Fitzrovia Partnership business group is inviting residents for a briefing on its plans to brand the neighbourhood as a commercial offering, according to a letter dropped through doors over the past week.
“I am writing to invite you to an online briefing and drop-in session on ‘Find Fitzrovia’ and plans for the London Festival of Architecture 2026,” writes Andrew Munk, chief executive of the business improvement district (BID).
“Find Fitzrovia” is part of a long-term strategy by the business group to drive more customers into the district and to increase the amount of outside eating and drinking on offer.
This strategy is outlined in a draft 100 page document to turn more public space into an extended trading environment.
To dress up this commercial offering the Fitzrovia BID is promising greener streets, to contribute to climate resilience, and create a “place for people” — a combination of greenwashing and placewashing.
A number of areas across Fitzrovia are being targeted for commercial “transformations” or “enhancements”.
“Through ‘Find Fitzrovia’, we are looking at how we can strengthen Fitzrovia’s identity, improve legibility across the district, and encourage more people to explore the area and spend time here,” writes Munk in the letter to residents.
Included are plans for outdoor commercial events and “activations” and to support the local economy “through improved outdoor trading and increased footfall”.
In recent years the Fitzrovia BID has been trialling a number of activities as a destination district of the London Festival of Architecture — a month-long programme of events and activities taking place across London.
This year the festival will run from 1 to 30 June and is centred on the theme of “Belonging”.
For the Fitzrovia BID it’s an opportunity to test new ideas outlined in its draft public realm strategy, including “creating a distinct visual identity” for the neighbourhood, and directing people to “Find Fitzrovia” through highly-visible branded signage as part of a proposed “Fitzrovia Design Code”.
Indicative illustrations show flags and banners proclaiming “Fitzrovia” on lamp posts and other street furniture — dressing the district as something to be consumed, and adding to visual clutter in the neighbourhood’s conservation areas.
The Fitzrovia BID works as a public-private partnership with both Camden and Westminster councils and generates an income from businesses.
The first BID was set up in the Camden part of Fitzrovia in 2012 and a second in the Westminster part of the neighbourhood in 2023.
It now provides services for around 400 of the largest business premises occupiers in the neighbourhood who pay a levy on their business rates. This generates an income of around £2mn a year.
However, the Fitzrovia BID is also seeking to gain additional funding through planning gain from land development, known as s106 agreements and community infrastructure levy (CIL) — funds that usually are allocated for community benefit to make new developments acceptable to both Camden and Westminster councils.
The Fitzrovia BID is now conducting a charm offensive in an effort to direct some of that money into its own coffers, and to bolster its already large income.
It will also help pay for two new additions to its executive team which it is in the process of recruiting — a project executive and an operations manager.
The briefing session on Wednesday 6 May “is intended to keep you informed about the plans and provide an opportunity for you to ask questions”, says Munk.
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